A Profile of Public Health Unit Tobacco Control Media and Communication Activities in Ontario

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1 A Profile of Public Health Unit Tobacco Control Media and Communication Activities in Ontario Irene Lambraki February 9, 2016 PTCC 2016 Knowledge Exchange Forum Founded by:

2 Acknowledgements Alineh Haidery, PTCC Lynn Ward, PTCC Steven Savvaidis, PTCC Karen Pieters, Propel Harriet Robbins, Propel Matt Grey, Propel Adria Cehovin, SPHHS John Garcia, SPHHS All participants from the Ontario Public Health Units

3 Context Evidence-based comprehensive tobacco control efforts are essential to reduce tobacco use (SAC, 2010) Complementing these efforts with communication strategies has been shown to be most effective in reducing tobacco use (CDC, 2014; NCI, 2008) Evidence of benefit Decrease youth uptake Decrease prevalence of tobacco use Increase awareness of services to quit Increase quit attempts (SAC, 2010; CDC, 2014; Durkin et al., 2012) Benefits can be realized by using paid media, earned media and new forms of media (e.g., use of web 2.0) (SAC, 2010)

4 Context Media can be used in: Local Public Health Units (PHUs) can play a role at all these levels (Bala et al., 2013) Media features in the 2016 Public Health Unit Tobacco Control Program Guidelines (MOHLTC, 2016) Little is known about Ontario local PHUs tobacco control communication activities, which prompted interest in conducting a scan

5 Purpose of the Scan Focus of scan: PHUs tobacco control communication activities in 2015 The scan aimed to 1. Learn how tobacco control communication is organized in Ontario PHUs 2. Identify the challenges that PHUs experienced when conducting their tobacco control communication activities 3. Describe the tobacco control communication activities PHUs worked on

6 Methods and Recruitment Outcomes The scan attempted a census of the 36 Ontario PHUs: 26 of 36 Ontario PHUs participated Data collected Oct - Nov 2015 by PTCC 37 telephone surveys conducted with 20 Tobacco Control Coordinators (TCC) and other practitioners that TCC s invited: Health Promoters, Public Health Nurses, Managers, Cessation Lead, TCAN Coordinator Propel analysed data and engaged PTCC to jointly interpret findings

7 Results I. Challenges II. Tobacco Control Communication Activities in 2015 III. Communication Vehicles IV. Earned Media

8 I. Challenges Budget constraints Garnering community support for tobacco control Getting media to cover tobacco control issues Challenges with internal approval processes Access to trained people to develop activities and work with media Interviewing with the media Access to communication software and tools Building relationships with the media Access to relevant resource materials

9 II. Tobacco Control Communication Activities In 2015, 136 tobacco control communication activities were conducted across the 26 PHUs PHUs carried out between 1 and 10 activities

10 Number of PHUs II. Tobacco Control Communication Activities Number of activities carried out by PHUs to 4 5 to 6 7 to 10

11 Number of Activities II. Tobacco Control Communication Activities Number of provincial, regional, or local activities Provincial Regional Both Provincial and Regional Local

12 II. Tobacco Control Communication Activities Activities by pillar 20% Multiple pillars 35% Cessation 43% Policy 2% Prevention

13 II. Tobacco Control Communication Activities Topics of activities Driven to Quit SFOA Amendments E-Cigarettes Would You Rather Promoting STOP on the Road SF Outdoor Space Bylaws SF Movies Local Cessation Campaigns World No Tobacco Day SF MUH Other Number of Activities

III. Communication Vehicles Communication Vehicle Digital and Social Media Definition Virtual content (text, graphics, audio, video) that can be transmitted over the internet, computers, smartphones

14 III. Communication Vehicles Communication Vehicle Digital and Social Media Definition Virtual content (text, graphics, audio, video) that can be transmitted over the internet, computers, smartphones % of activities 95% Marketing materials Communication materials that may help educate and/or promote a certain campaign, event, issue, or policy (e.g., brochures, pamphlets, posters and banners, mail inserts) 73% Promotional Events Occasions like community events, health fairs, festivals, trade shows where a campaign, initiative, issue or policy may be promoted 47% Advertisements Typically paid, but may also be free. Advertisements can take the form of TV, radio, newspapers, magazines, billboards, bus shelters, some PSAs, internet 46%

15 III. Communication Vehicles Ways PHUs used digital and social media Developed content for websites 24 Planned and posted strategic content 24 Developed social media campaigns 16 Developed and sent e-blasts/e-newsletters 16 Posted unplanned, occasional content Number of PHUs

16 III. Communication Vehicles Digital and social media platforms Facebook 24 Twitter 23 YouTube 13 Instagram 8 Blogs Number of PHUs

17 III. Communication Vehicles Marketing materials Posters or banners 23 Brochures or pamphlets 22 Mail inserts 4 Other Number of PHUs

18 III. Communication Vehicles Promotional events Community events / festivals 21 Health fairs 17 Community presentations 16 Trade shows Number of PHUs

19 III. Communication Vehicles Advertisement platforms Newspaper 18 Radio 18 Digital 17 PSA 9 TV 4 Magazines 3 Billboards Number of PHUs

20 IV. Earned Media Tobacco control activities that generated earned media Definition of earned media in this study % of activities Unpaid media coverage in TV, radio and print (hardcopy and online) 71%

21 IV. Earned Media Ways that PHUs generated earned media Respond to media inquiries 24 Develop press releases 20 Build relationships with media 18 Pitch stories to the media 12 Hold press conferences 5 Write editorials Number of PHUs

22 IV. Earned Media Platforms where earned media coverage was successfully secured Print coverage 24 Online coverage 21 Radio coverage 21 TV coverage Number of PHUs

23 Summary Most PHUs have capacity to carry out tobacco control communications activities: use a mix of communication vehicles address policy and cessation support provincial and/or regional initiatives Fewer PHUs are initiating local tobacco control public education campaigns on their own

24 Reflection What are the opportunities for increasing community-based media activities?

25 Thank you! Questions? For more information, please contact: Irene Lambraki, PhD (519) ext

26 The Propel Centre for Population Health Impact was founded by the Canadian Cancer Society and the University of Waterloo.

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