April Roeseler, M.S.P.H.

Asian Pacific Quitline Workshop

June 8, 2011

Goal = change social norm

Outcome = prevention & cessation

Creates an environment where tobacco use becomes: Less desirable Less acceptable Less accessible

High Level Logic Model

Reduce Exposure to Secondhand Smoke (SHS)

Support Cessation

Decrease Tobacco Consumption

Decrease Tobacco Use Prevalence

Decrease Youth Uptake of Tobacco

Decrease Exposure to SHS

Counter Pro-Tobacco Influences

Outcomes Goals

Technical

Assistance

Legal

Center

37 Community Non-profit Agency Projects

61 Health Department Projects

& Community Coalitions

Statewide Evaluation/Surveillance

California Tobacco Control Program

Statewide Media Campaign

Center

for Policy & Community

Organizing

Clearinghouse

Tobacco

Control

Evaluation

Center

Cessation Quitline

& Training

Center

California Youth

Advocacy

Network

Statewide Infrastructure & Training & Technical Assistance Projects Capacity

Building Center

for

Diverse

Populations

STAKE Youth

Recruitment Team Lab

Materials

Development

Media

Community Involvement

+

=

Social Norm Change

• To be ahead of the of the wave (public opinion)

• To use the energy at the front of the wave to pull public opinion forward

• Increases support for local policies

• Provides smokers a reason to quit

Positive SHS attitudes predict quitting ◦ Smokers are 70% more likely to have made

a recent quit attempt ◦ Smokers are over 2 times more likely to

have intentions to quit smoking in the next 6 months

California Tobacco Control Program, California Department of Public Health, A Confirmatory Factor Analysis of

a Social Norm Change Paradigm for the California Tobacco Control Program, May 2006.

• Motivates smokers to quit; inoculates them against advertising and marketing

• Undermines the tobacco industry’s

• Holds the industry accountable

• Increases non-smoker’s empathy towards smokers

Californians with highly negative attitudes about the tobacco industry:

◦ Among smokers, 67% were more likely to have made a recent quit attempt

◦ Among smokers, 62% are more likely to have intentions to quit in the next six months

California Tobacco Control Program, California Department of Public Health, Evaluation of California’s Anti-tobacco Media Campaign,

Waves 6, 7 and 8. February 2008.

Call 1-800-NO BUTTS

• Demonstrates

empathy for

smokers

• Provides

resources and

encouragement to

quit

Are effective at generating motivated smokers to call the Quitline, they do not make an impact on smokers who are unmotivated to quit.

• Amplifies the message

• Ties the program to the

community

• Diversifies expertise,

influence, & connections

• Results in policy change

Eliminates barriers to access ◦ Hours of operation

◦ Language

◦ Transportation

◦ Childcare

◦ No-cost

◦ Privacy

◦ Portal to local assistance & self-help materials

Proven to help people quit

Centralization provides cost-efficiencies

High volume service provider

Quality assurance

Quitlines

Face-to-face

Evidence-based

Tenacious

Use research to drive continual change

Ability to execute

Flexible/Agile

Tobacco Industry scanning driver’s license

Electronic Medical Records

Cost sharing with health insurance

Expand services

◦ Chronic disease management

◦ Behavioral health disease

management

Scale is simply something that is so pervasive or large enough that it makes a dent in the problem you are trying to solve

“Trapped”: Commercial Image

Award of the Year

Develop the “power of pull”

Stay close with others in your field

Be the first to give when building new relationships