Awareness CampaignTOBACCO ONSCREEN
MissionTowards a tobacco-free Québec
38 years dedicated to promoting health
Activities -Tobacco prevention and reduction activities in schools and the workplace, and with the general public
-Québec Tobacco-Free Week held in January
-Québec-based class actions against tobacco companies
- Youth-led projects
- Awareness activities geared to the artistic community
- General public awareness campaign
Several initiatives promoting smoke-free movies
• Youth Coalition Against Smoking (YCAS)
• Oxygen Commando
• Educational guide
YOUTH-LED PROJECTS
Youth Coalition Against Smoking (YCAS)
YOUTH-LED PROJECTS
2014-2015: 3 turnkey activities
1.Choose your issue! in NovemberMisleading productsSecond-hand smokeOnscreen tobacco
160 schools taking action
2. Spread the word! in January
100 schools currently taking action
48 chose onscreen tobacco use
3. Let’s take it a step further! in May
Oxygen CommandoSome projects
YOUTH-LEAD PROJECTS
Oxygen CommandoThe intervention guide
YOUTH-LEAD PROJECTS
Oxygen CommandoMedia publications
YOUTH-LEAD PROJECTS
Oxygen CommandoMajor achievements
YOUTH-LEAD PROJECTS
1,500 youth participants since 2006
40,000 people reached
-Social action raises awareness in the artistic community
-Press conference with a movie director
-YCAS Leaders: Déclaration publique sur le tabac à l’écran
YOUTH-LED PROJECTSFrench-language educational guide
4 turnkey classroom activities on product placement and onscreen smoking
Includes:
- Practical exercices- Feedback- Learning reinvestment- Suggestions for community-
based action
Meeting with movie industry professionals
Major achievements:
-Engagment from Radio-Canada
-Testimonials from movie directors
-How to speak to them
Awareness activities geared to the ARTISTIC COMMUNITY
Strategies:-Well-known spokesperson
-Study on smoking in Québec-made movies (2010)
-Polling on perceptions among Quebecers (2012)
-Oxygen and Ashtray awards
-Web and movie theater awareness campaign
Awareness campaign geared to theGENERAL PUBLIC
Goal: to increase the number of media-driven messages against onscreen smoking
Results :
- More than 70 publications
- Awareness heightened among journalists
- Positive media coverage and analysis
Awareness campaign geared to theGENERAL PUBLICWell-known spokesperson
Study on smoking in Québec-made movies (2010)
Salient Data:-75% of the 15 most lucrative Québec movies feature scenes involving smoking
-27% of the 15 most popular foreigh films feature scenes involving smoking
-87% of scenes involving smoking on Québec TV are featured on Radio-Canada
-4/7 dramatic TV shows are presented during peak hours
Awareness campaign geared to theGENERAL PUBLIC
Polling on perceptions among Quebecers (2012)
Salient data: -69% of Quebecers notice scenes featuring smoking
-1/4 of Quebecers believe we should classify movies based on the number of scenes featuring smoking
-47% of Quebecers believe that oncreen smoking can influence tobacco consumption among youth
Awareness campaign geared to theGENERAL PUBLIC
Oxygen and Ashtray awards
-Independant jury
-3 press conferences
-Extensive media coverage
Awareness campaign geared to theGENERAL PUBLIC
Web and Movie theater awareness campaign
-Movie Theater advertising
-Web advertising
-Web contest
-Web site
Awareness campaign geared to theGENERAL PUBLIC
Lessons learned from the experience- Youth love to get involved
- Onscreen tobacco use arouses interest among youth and the general public, but there is work to do with journalists, movie industry students and professionals
- It’s easier to spark interest among journalists when projects are led by youth and /or when well-known spokespersons are involved
- Finding a well-known, suitable and passionate spokesperson is not always easy
- Be mindful of how you frame the issue with movie-industry professionals
- Never demand censorship
- Secure extensive media coverage of everything you do
- Present persuasive data
- Never stop until you’ve converted them to your cause!
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