Collateral Support P..

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Collateral Support P..

  1. 1. Collateral Support:Collateral Support: Public Relations and MediaPublic Relations and Media Antitobacco CampaignsAntitobacco Campaigns in Polandin Poland Jolanta Jablonska (on behalf of Janusz Marek Jaworski )Jolanta Jablonska (on behalf of Janusz Marek Jaworski ) PR AssistantPR Assistant Cancer Centre & Institute of Oncology in WarsawCancer Centre & Institute of Oncology in Warsaw Health Promotion FoundationHealth Promotion Foundation Polish Coalition Tobacco or HealthPolish Coalition Tobacco or Health
  2. 2. Tobacco dependence isTobacco dependence is aa diseasedisease
  3. 3. Tobacco dependence treatmentTobacco dependence treatment isis ((in generalin general)) a medical problema medical problem but…but…
  4. 4. ……PRPR and media campaigns are veryand media campaigns are very useful supportuseful support inin::  Building of motivation to quit smoking byBuilding of motivation to quit smoking by informing on:informing on:  Hazards of smokingHazards of smoking  Advantages of life without tobaccoAdvantages of life without tobacco  Informing on smoking cessation professionalInforming on smoking cessation professional resourcesresources
  5. 5. Rules of Polish collateral supportRules of Polish collateral support campaigns:campaigns:  Offering to smokers some support in those placesOffering to smokers some support in those places and situations whereand situations where they don’t expect itthey don’t expect it  Reaching smokers in these places and situationsReaching smokers in these places and situations where peoplewhere people are every day, wait for somethingare every day, wait for something andand have some free timehave some free time (bus stops, railway(bus stops, railway stations, airports, supermarkets, administrationstations, airports, supermarkets, administration buildings)buildings)  Reaching smokers in places, which areReaching smokers in places, which are difficultdifficult to avoidto avoid (central place of the main street or(central place of the main street or square)square)
  6. 6. OrganizersOrganizers  Cancer Centre & Institute of Oncology in WarsawCancer Centre & Institute of Oncology in Warsaw  Health Promotion FoundationHealth Promotion Foundation  Ministry of HealthMinistry of Health  Polish Coalition Tobacco or Health (since 2003)Polish Coalition Tobacco or Health (since 2003)  Over 300 public health units (governmental)Over 300 public health units (governmental)  Over 200 hospitals, clinicOver 200 hospitals, clinicss, schools, local public, schools, local public institutions, catholic church units, and NGO-sinstitutions, catholic church units, and NGO-s  SponsorsSponsors
  7. 7. Polish Coalition Tobacco or HealthPolish Coalition Tobacco or Health  11 members – NGOs (the most involved and active in11 members – NGOs (the most involved and active in tobacco control in Poland)tobacco control in Poland)  Member of European Network on Smoking PreventionMember of European Network on Smoking Prevention  Goals:Goals:  Effective implementation of Polish antitobacco lawEffective implementation of Polish antitobacco law  Coordination of activities which aims at reducingCoordination of activities which aims at reducing consequences of tobacco smokingconsequences of tobacco smoking  International cooperation, especially with EU countries andInternational cooperation, especially with EU countries and Former Soviet Union republicsFormer Soviet Union republics
  8. 8. Examples of Polish collateral supportExamples of Polish collateral support campaigns:campaigns:  „„Let’s quit smoking together” events:Let’s quit smoking together” events:  World No Tobacco Day (May 31)World No Tobacco Day (May 31)  Great Polish Smoke-Out (3Great Polish Smoke-Out (3rdrd Thursday of November)Thursday of November)  „„Let’s quit smoking together” competition for people, who quitLet’s quit smoking together” competition for people, who quit smokingsmoking  Mass media involvementMass media involvement  Art and literary contestArt and literary contest  Antitobacco awards for people and institutions involved inAntitobacco awards for people and institutions involved in tobacco controltobacco control  Famous people involvementFamous people involvement  Educational materialsEducational materials  Antitobacco gadgetsAntitobacco gadgets  WebsiteWebsite
  9. 9. „„Let’s quit smoking together” EventsLet’s quit smoking together” Events  On the streetOn the street  On the plane’s boards and at the airportsOn the plane’s boards and at the airports  In trains and at railway stationsIn trains and at railway stations  In public transportIn public transport  At schoolsAt schools  At administration buildingsAt administration buildings
  10. 10. Parade in Warsaw on WorldParade in Warsaw on World No Tobacco Day, May 31No Tobacco Day, May 31
  11. 11. Event on one of theEvent on one of the biggest squares inbiggest squares in Warsaw: May 31Warsaw: May 31
  12. 12. HappeningHappening,, whichwhich showshowss how manyhow many people die every day inpeople die every day in Warsaw because ofWarsaw because of smokingsmoking
  13. 13. Great Polish Smoke-OutGreat Polish Smoke-Out (3rd Thursday of(3rd Thursday of November) on one of theNovember) on one of the biggest squares in Warsawbiggest squares in Warsaw
  14. 14. Event in public transportEvent in public transport in Warsaw – medicalin Warsaw – medical students invited allstudents invited all smokers to the old trams,smokers to the old trams, where they could get helpwhere they could get help and advice „how to quit”and advice „how to quit” „„Only for smokersOnly for smokers!! (who want(who wantss to quit)to quit)””
  15. 15. Antitobacco postersAntitobacco posters in public transportin public transport
  16. 16. All events engageAll events engage medicalmedical professionals –professionals – doctors anddoctors and nursesnurses
  17. 17. Event at school –Event at school – a glider witha glider with antitobacco logoantitobacco logo on playing-fieldon playing-field
  18. 18. Event in MazovianEvent in Mazovian Voivodeship OfficeVoivodeship Office (local(local administration)administration)
  19. 19. Event at the airport in Warsaw andEvent at the airport in Warsaw and on the plane’s boardson the plane’s boards
  20. 20. Event at the railwayEvent at the railway stationstationss in Warsawin Warsaw
  21. 21. „„Let’s quit smoking together” competitionLet’s quit smoking together” competition for people who quit smokingfor people who quit smoking  Nationwide competitionNationwide competition  Special editions:Special editions:  For medical doctorsFor medical doctors  For nurses & midwivesFor nurses & midwives  For bank employeesFor bank employees  For bus transport employeesFor bus transport employees  For children & youthFor children & youth  For familiesFor families
  22. 22. Declaration of quittingDeclaration of quitting smoking in nationwidesmoking in nationwide editionedition – post card– post card
  23. 23. The cardThe card distributed on thedistributed on the boards of theboards of the Polish planesPolish planes
  24. 24. Special edition of „Let’s quit smokingSpecial edition of „Let’s quit smoking together” contest for bank employeestogether” contest for bank employees - insert to bank paper magazine- insert to bank paper magazine (declaration o(declaration off smoking cessation)smoking cessation)
  25. 25. Special edition of Let’s quit smoking together” contest for bus transportSpecial edition of Let’s quit smoking together” contest for bus transport employees (coupon/declaration oemployees (coupon/declaration off quitting smoking)quitting smoking)
  26. 26. Special edition of Let’sSpecial edition of Let’s quit smoking together”quit smoking together” contest for nurses andcontest for nurses and midwives - insert tomidwives - insert to nurses paper magazinenurses paper magazine
  27. 27. Competition for families in „Health” magazine – doubleCompetition for families in „Health” magazine – double awardawardss: for smoker, who quit and for member of her/his: for smoker, who quit and for member of her/his family, who shared this information with usfamily, who shared this information with us
  28. 28. AWARD!!!AWARD!!! Trip to Italy for 20 winners –Trip to Italy for 20 winners – visit in Vatican and meetingvisit in Vatican and meeting with Popewith Pope Drawing
  29. 29. Mass Media InvolvementMass Media Involvement  Press conferencesPress conferences  Public Radio and TV agreementPublic Radio and TV agreement  Regular cooperation with journalists involvedRegular cooperation with journalists involved in public health issuesin public health issues  Support for smoking journalistsSupport for smoking journalists  Cooperation with one of the most popular TVCooperation with one of the most popular TV serialserial  Movies producers meetingsMovies producers meetings
  30. 30. Press conferences inPress conferences in professional Press Center andprofessional Press Center and sometimessometimes in „untypical”in „untypical” places,places, for example in caféfor example in café
  31. 31. Informal meetingInformal meeting with journalistswith journalists before Worldbefore World NoNo Tobacco Day –Tobacco Day – picnic and tennispicnic and tennis competitioncompetition
  32. 32. The producers and actors of one of the most popular Polish serial were involved in the Great Polish Smoke-Out in 2003. Some episodes of this movie raised tobacco smoking issues. Also the great final TV program took part in this serial and winners of the contest appeared in the movie together with Catholic Church Primate – president of our Honorary Committee (the movie is about catholic parish). Additionally Polish Public TV produced some antitobacco spots shown on November 2003 and strongly connected to the issues raised in the movie. Actors of the serialActors of the serial (our new friends)(our new friends) during World Noduring World No Tobacco DayTobacco Day parade 2004parade 2004
  33. 33. One of the breakfastOne of the breakfast meetings with movies directors –meetings with movies directors – During these meetings we give them some new dataDuring these meetings we give them some new data onon health promotion which can be used in the movies.health promotion which can be used in the movies.
  34. 34. Smoking ban symbol on TV screen (during Great Polish Smoke-Out) Great Final TV program 2002Agreement witAgreement withh PublicPublic TV and RadioTV and Radio Live T.V.Live T.V. coverage ofcoverage of Event on GreatEvent on Great Polish Smoke-Polish Smoke- Out in WarsawOut in Warsaw
  35. 35. Support for smoking journalists –Support for smoking journalists – Actions in Polish Public Television and Radio buildings – possibility for smokingActions in Polish Public Television and Radio buildings – possibility for smoking journalists to get professional advice and help on „How to quit”journalists to get professional advice and help on „How to quit”
  36. 36. Art and Literary ContestArt and Literary Contestss  ExEx--smokers diary competitionsmokers diary competition  Antitobacco posters competitionAntitobacco posters competition
  37. 37. Contest organized byContest organized by „Gazeta Wyborcza” – the„Gazeta Wyborcza” – the most popular newspaper,most popular newspaper, was for ex-smokers, whowas for ex-smokers, who would like to share theirwould like to share their experiences. The bestexperiences. The best diaries were published indiaries were published in book „Smokersbook „Smokers Memoirs”.Memoirs”. Smokers Memoirs
  38. 38. Contest for children on the bestContest for children on the best antitobacco poster – The bestantitobacco poster – The best posters were presented duringposters were presented during „Great Polish Smoke-Out” event.„Great Polish Smoke-Out” event. In jury was Andrzej Pągowski, oneIn jury was Andrzej Pągowski, one of the most popular graphics inof the most popular graphics in Poland.Poland.
  39. 39. Antitobacco awards for people andAntitobacco awards for people and institutions involved in tobacco controlinstitutions involved in tobacco control  Gold Honorary Award of Health PromotionGold Honorary Award of Health Promotion FoundationFoundation  „„White Crow” AwardWhite Crow” Award
  40. 40. Award ceremonies:Award ceremonies: •During huge concert of PolishDuring huge concert of Polish Radio OrchestraRadio Orchestra •During the meeting in the seatDuring the meeting in the seat of the Catholic Church Primateof the Catholic Church Primate
  41. 41. Honorary CommitteeHonorary Committee PRIMATE JÓZEF GLEMP - ChairmanPRIMATE JÓZEF GLEMP - Chairman  Polish Post Corporation General Director  Priest Prof. Czesław Cekiera, Catholic University in Lublin  President of PEKAES S.A. corporation  President of the Polish Public Television  President of Polish Sport Confederation  General Sanitary Inspector Deputy  President of Law and Justice political party  President of Warsaw city  President of Polish Tourist Organization, President of Labor Holiday Found  Sten Lundbo, Ambassador of Norway Kingdom in Poland  Ilona Łepkowska, Movie Scenarist  Pastor of Adventarians Church  President of Polish Scouting Association  Cancer Centre and Institute of Oncology Director  Chairman of Polish Senate  Andrzej Pągowski, Artist  President of bank PKO BP S.A.  President of General Physicians Board  President of Polish Clinical Oncology Association  President of Polish Public Radio  President of Polish Culture Foundation  Minister of National Defense  Andreas Stadler, Austrian Forum of Culture  President of OPZZ (trade union) Deputy  President of Polish Red Cross Organization  Chairman of Polish Parliament  President of bank BPH  President of Polish Doctors Association
  42. 42. Famous Persons InvolvementFamous Persons Involvement Polish First LadyPolish First Lady Jolanta KwaśniewskaJolanta Kwaśniewska Polish National BankPolish National Bank PresidentPresident Leszek BalcerowiczLeszek Balcerowicz Famous Polish PoetFamous Polish Poet Tadeusz RóżewiczTadeusz Różewicz Famous Polish singerFamous Polish singer Maryla RodowiczMaryla Rodowicz
  43. 43. Educational Materials UsedEducational Materials Used During Our EventsDuring Our Events
  44. 44. BookletsBooklets
  45. 45. LeafletsLeaflets
  46. 46. i Guidebook „Professor Witold Zatonski advises how to quit smoking”Guidebook „Professor Witold Zatonski advises how to quit smoking”
  47. 47. This guidebookThis guidebook „Read and quit„Read and quit smoking” has thesmoking” has the same size and shapesame size and shape as cigarette packas cigarette pack
  48. 48. Fine/rebuke for smokers distributed during antFine/rebuke for smokers distributed during antiitobacco happenings on the streettobacco happenings on the street
  49. 49. Poster:Poster: „„Smoking isSmoking is treatable”treatable”
  50. 50. Poster:Poster: „„Let’s quitLet’s quit smoking together”smoking together”
  51. 51. Poster:Poster: „„CigarettesCigarettes are shit”are shit”
  52. 52. Poster: „Mum & dad please, don’t smoke”Poster: „Mum & dad please, don’t smoke”
  53. 53. Poster: „Real eagle doesn’t smoke”Poster: „Real eagle doesn’t smoke”
  54. 54. Antitobacco GadgetsAntitobacco Gadgets
  55. 55. Antitobacco Neon onAntitobacco Neon on World No TobaccoWorld No Tobacco DayDay
  56. 56. T-shirtT-shirtss
  57. 57. T-shirtT-shirtss
  58. 58. JacketsJackets
  59. 59. CapsCaps
  60. 60. CalendarsCalendars
  61. 61. PinsPins
  62. 62. Stand for Making PhotosStand for Making Photos „„Let’s quit smokingLet’s quit smoking together”together”
  63. 63. Smoking banSmoking ban symbol -symbol - stamps on thestamps on the streetsstreets
  64. 64. WebsiteWebsite: www.promocjazdrowia.pl: www.promocjazdrowia.pl
  65. 65. EvaluatioEvaluationn  Every year nation-wide surveys based on randomized samples of 1,000 to 1,500 adults (15 years old and over) and conducted by Center for Research on Public Opinion.
  66. 66. IMPACT OF THE GREAT SMOKE-OUT CAMPAIGNIMPACT OF THE GREAT SMOKE-OUT CAMPAIGN ON SMOKING BEHAVIORS AND ATTITUDES IN POLANDON SMOKING BEHAVIORS AND ATTITUDES IN POLAND (1991-200(1991-20044))11 Adults who: 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 in million have recognized the campaign - 26.8 23.0 26.9 26.0 25.4 26.4 25.0 23.5 26.9 23.6 25,2 25,1 25,7 have tried to change their smoking, - 3.5 1.8 2.8 2.7 2.2 3.2 1.3 2.3 2.1 1.8 1,4 2,2 2,3 including those who have made attempt to quit smoking - 0.6 1.0 1.3 1.2 1.0 0.9 0.7 0.9 0.6 0.5 0,9 0,9 1,0 quit smoking for good - 0.2 0.3 0.2 0.3 0.4 0.2 0.2 0.15 0.3 0.1 0,2 0,05 0,26 in thousand have took part in the Quit & Win contest 3.0 20.0 14.0 33.0 35.0 31.0 30.0 35.0 31.0 46.5 34.5 35,0 35,0 30,0 Nation-wide surveys based on randomized samples of 1,000 to 1,500 adults (15 years old and over) and conducted by the Cancer Center and Institute in Warsaw in collaboration with the Health Promotion Foundation and the Center for Research on Public Opinion.
  67. 67. Booklets – every year summary oBooklets – every year summary off our antitobacco activitiesour antitobacco activities
  68. 68. Social perception and behavioral effects ofSocial perception and behavioral effects of the Great Polish Smokethe Great Polish Smoke-O-Out, 199ut, 19911-200-20044 Nearly 3 million ex-smokers claim,Nearly 3 million ex-smokers claim, that they stopped smoking because ofthat they stopped smoking because of „„Let’s quit smoking together”Let’s quit smoking together” Campaign since 1991Campaign since 1991 500,000 sent us declaration of quitting of500,000 sent us declaration of quitting of smokingsmoking

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