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.


METHODS
Target age group was youth between the ages of 12 and 18 years.


METHODS
The mass media campaign was developed, implemented, and evaluated within the city of Calgary.


METHODS
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 cross-promote 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.


RESULTS
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.


CONCLUSIONS
The evaluation respondents viewed the campaign positively and showed strong recall of the messaging.
Schmidt
Eileen
E
Health Protection, Fraser Health.
Kiss
Susan Mide
SM
Lokanc-Diluzio
Wendi
W
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000416:Alberta; D002648:Child; D002652:Child Behavior / Q000523:psychology*; D005260:Female; D017144:Focus Groups; D006293:Health Promotion; D006801:Humans; D008297:Male; D008402:Mass Media; D011939:Mental Recall; D015397:Program Evaluation; D012907:Smoking / Q000453:epidemiology / Q000523:psychology; D000074606:Smoking Prevention; D012925:Social Conformity; D011049:Social Control Policies; D040241:Social Marketing; D014029:Tobacco Use Disorder / Q000453:epidemiology / Q000517:prevention & control* / Q000523:psychology; D014504:Urban Health