Changing Social Norms: A Mass Media Campaign for Youth Ages 12-18

Objective: To create a mass media campaign that endeavours to a) denormalize tobacco use among youth aged 12-18, b) empower youth to stay tobacco product free, and c) increase awareness of the dangers of tobacco use, while using positive messaging. Participants: Target age group was youth between the ages of 12 and 18 years. Setting: The mass media campaign was developed, implemented, and evaluated within the city of Calgary. Intervention: The mass media campaign consisted of posters for schools and other venues frequented by youth (e.g., community centres, libraries, fitness centres, restaurants, movie theatres), posters for transit (e.g., bus shelters, LRT shelters, back of bus) print advertisements, television/radio public service announcements, an interactive community website for youth, a media launch event, promotional items, and organizational efforts to crosspromote the campaign. The creative concept was based on intercept interviews, focus group testing, and other research conducted by the campaign's creative team and youth volunteers in order to identify the key elements of this campaign. Outcomes: A total of 149 students completed both a baseline and follow-up survey to evaluate the marketing activities of the campaign. A total of 27 youth participated in prototype testing to compare this positive-messaging campaign with negative-toned tobacco reduction campaigns. Six stakeholders/partners participated in stakeholder interviews to assess their thoughts and learnings regarding the campaign process. Conclusion: The evaluation respondents viewed the campaign positively and showed strong recall of the messaging. Objectif : Créer une campagne dans les médias afin de a) dénormaliser le tabagisme chez les jeunes de 12 à 18 ans, b) outiller les jeunes pour qu'ils sachent éviter les produits du tabac et c) sensibiliser le public aux dangers du tabagisme en utilisant des messages positifs. Participants : Nous avons ciblé les jeunes de 12 à 18 ans. Lieu : La campagne dans les médias a été créée, mise en oeuvre et évaluée à Calgary. Intervention : La campagne englobait des affiches dans les écoles et autres lieux fréquentés par les jeunes (centres communautaires, bibliothèques, centres de conditionnement physique, restaurants, cinémas), des affiches dans les transports en commun (abribus, abris du train léger sur rail, arrière des autobus), de la publicité imprimée, des communiqués à la télévision et à la radio, un site Web communautaire interactif pour les