Web-Based Youth Advocacy: Teaming Up Online
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- Jewel Crystal Palmer
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1 Web-Based Youth Advocacy: Teaming Up Online
2 Introduction
3 Overview STAND is Arizona s statewide anti-tobacco youth coalition effort STAND empowers youth to make positive change in their local community Coalition members focus on anti-tobacco efforts, including policy change for smoke free parks and retailer compliance with state laws In addition, coalitions members participate in community improvement projects such as park clean-ups and peer-to-peer mentoring
4 Overview Target Audience Primary: Arizona youth, years old Secondary: Arizona youth, years old 28 coalitions statewide in 14 of AZ s 15 counties 400+ coalition members
5 Strategy
6 Strategic Insights Regular focus groups are held to gain new insights on current attitudes and beliefs regarding tobacco messaging and anti-tobacco campaigns Teens are asked their opinions and thoughts in an open discussion format in a room filled with their own peers Key takeaways continue to help guide our efforts Where do youth hangout? Latest trends? Attitudes on tobacco use? Knowledge of tobacco use?
7 Strategic Insights Friends are number one source for tobacco experimentation Youth are most likely to hear about the dangers of tobacco in school Most youth who smoke cigarettes are social smokers users Teens do not believe social smoking today will lead to addiction
8 Campaigns/Initiatives
9 Campaigns/Initiatives STAND strives to provide youth with innovative and engaging initiatives to support brand awareness and education for anti-tobacco issues within their communities Each initiative is developed to provide teens the resources to succeed in life after STAND In addition to community work, STAND members organize and participate in statewide events surrounding Great American Smokeout (GASO) in November; Kick Butts Day in March; and World No Tobacco Day in May
10 Campaigns/Initiatives Arizona Attorney General s Counter Strike Program Undercover sting operations at retail stores Slice of Life initiatives help bring tobacco issues to life in the community Stories of Deception Fast Forward as a 40-yeard-old Art of Resistance, Annual Art Contest Engineering Addiction Addicteen Documentary that challenged the idea of addiction with 6 teens
11 Coalition Support Contracted partners provide regional technical assistance to all STAND coalitions Pima Prevention Partnership (PPP) Arizona Youth Partnership (AzYP) Amistades, Inc. Adult coordinators are derived from the county health departments, local schools and community based organizations Each coalition has a written action plan Coalitions have developed structure (e.g. President, Vice President)
12 Trainings and Conferences Regional trainings held in the fall and spring for coalition members Bi-annual adult coordinator trainings Winter Summit Coalition leadership planning retreat Kick Butts Day & World No Tobacco Day & Summer Conference Summer Conference First conference in 2010 Leadership and skills development Celebratory & Recruitment Guest speakers (e.g. Dr. Victor DeNoble)
13 Campaign Outreach
14 Campaign Outreach Free Advertising (earned media) Press release distribution News station outreach (pitches) Paid Advertising (paid media) TV - Channel One Digital Search, Mobile, Social (Facebook, Twitter, Vine), xbox Live In-School Posters
15 Creative
16 Creative Approach Youthful and fresh Engaging content that rotates/updates frequently Maintains a level of sophistication to ensure credibility with target audience Tone and voice speaks to youth as a peer, not as an authoritative figure
17 Logos STAND frequently rotates its branded logo.
18 Creative Digital
19 Creative Digital
20 Website
21 Social Media
22 Social Media
23 Social Media
24 Online Insights StandAZ.com Digital media drives majority of traffic Mobile usage consistently higher than desktop/tablet Pages with video content have higher engagement Facebook.com/STAND 25,000+ likes Paid searches/fb ads increase likes Viral/Meme posts increase engagement 300 Followers Vine: AZSTAND Just launched
25 Arizona Department of Health Services Bureau of Tobacco and Chronic Disease Benjamin Palmer, MPA
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