Community Based

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• Community Based
• Tobacco Control Approach

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Behind the Scenes

• "Advertising and promotions should be aimed at
  entry level smokers to keep the franchise
• young and dynamic."
• Philip Morris Asia, Region Overview - March 1990.
  
• Ref www.globalink.org/tobacco
• We could never win at the local level.
• Victor Crawford, former Tobacco Institute
  Lobbyist
• Ref Skolnik, A. Jama 1995

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Counter Marketing

• We need to look at ideas that might help us in
  our work in the Canadian context to
  counterbalance the steady flow of images that
  make smoking seem natural and desirable when it
  is anything but.
• It's also going to be about informing Canadians
  of the marketing tactics used by the tobacco
  industry to recruit new smokers.
• Federal Minister for Health, January 18, 1999

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Evidence / Best Practice

• World Health Organization
• Tobacco-Free SportsOlympic Games
• Theme World No Tobacco Day, May 2002
• Partnership with IOC, CDC, FIFA, Olympic Aid
• Centres of Disease Control
• Tobacco Free Soccer initiatives throughout US
• Health Canada
• De-normalization aims to change attitudes toward
  what is generally regarded as normal or
  acceptable behaviour

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Context

• NS Tobacco Control Strategy
• 7 Key Components
• Pricing / Taxation
• Legislation / Policy
• Media / Public Awareness
• Youth Smoking Prevention
• Community-Based Programming
• Treatment / Cessation
• Monitoring / Evaluation

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Context

• Capital Health Tobacco Control Strategy
• Comprehensive Coordinated Approach
• Aligned with Provincial Strategy
• Community - Based Programming
• CHB Advocacy
• ACT Program / Coaches
• Local Initiatives

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Community - Based Program
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Partnership

• Cole Harbour Soccer Club
• Approx. 1500 members
• Juniors Seniors Elite Level
• Southeastern Community Health Board
• Community Consultations
• Priority Health Issues
• Physical Activity
• Youth Health
• Tobacco Control
• Community Development Funding
• Local Tobacco Control Project

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Objectives

• 1. Promote the Tobacco - Free Soccer message
• Encourage CHSC coaches, officials, soccer camp
  leaders and elite players to become tobacco-free
  role models.
• Develop, implement and enforce CHSC tobacco
  free policy
• Educate CHSC members and supporters about the
  policy
• 5. Evaluate levels of awareness,
  understanding and acceptance of the Tobacco Free
  Soccer message and policy.        

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Promotion

• Uniform Badges
• Whistle Straps
• T-Shirts
• Banner
• Corner Flags
• Canopy
• CHSC Website
• Media Launch

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Education

• Coaches Meetings
• Information Package
• Role Modeling
• President / Executives
• Technical Director
• Coaches (160)
• Summer Camp Leaders
• TFS Coaches Manual
• Policy Discussions

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Policy

• CHSC Tobacco Free Policy
• Discourage use of tobacco products
• Promote Tobacco Free Soccer
• CHSC coaches as tobacco-free role models
• Encourage CHSC members and supporters to respect
  the policy

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Create Supportive Environments

• Policy and Legislation
• Tobacco - Free Policy
• Other Sport / Recreation Clubs Associations
• Grounds / Fields / Club Rooms / Facilities
• Halifax Regional School Board
• HRM By-Law (S203)
• Provincial Legislation (Bill 125)

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Evaluation

• Promotion (Message)
• Awareness / Recognition
• Understanding
• Acceptance
• Education
• Info Packages
• Training Sessions
• TFS Coaches Manual
• Policy

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Whats Next

• Formal Evaluation of CHSC Experience
• Capital Health Tobacco Control Strategy
• Community-Based Program Working Group
• Tobacco Free Soccer approach / model
• Sport / Recreation / Youth Organizations
• Development of policies
• De-normalization of tobacco use