Tobacco Cessation Update
Stakeholder
Teleconference
October 9, 2014
Agenda
• Sub-culture19-24 Project
• Group Support
• Mental Health & Smoking
Subculture Cessation Project
19-24 year olds
Subculture Cessation
Project: 19-24 year olds
• Presenter: Diana Bulley
• On Behalf of: BC Lung
• Director, Context Research
Subculture Cessation Project
19-24 year olds
The tobacco industry has long recognized and
leveraged the power of young adult social trendsetting
consumers to recruit their peers to smoke
Key industry strategy:
• infiltrate places where young people socialize, such
as bars and clubs, to advertise tobacco products
• Incorporate tobacco use into personal and social
identities linked to youth subcultures
Subculture Cessation Project
19-24 year olds
To counteract this strategy by the tobacco industry we’re
conducting a custom primary research project to:
1. Identify local, non-mainstream social groups within
19 – 24 year olds
2. Measure their rates of smoking
3. Gain deep insight into one group’s smoking behaviours,
drivers, triggers, music preferences, clothing and image
preferences, social influences
Subculture Cessation Project
19-24 year olds
Research Purpose:
Use insights to directly shape and inform a
highly-targeted social marketing campaign designed
to:
• resonate with the social group
• influence their perspective on smoking/tobacco use
• contribute to a change in smoking behaviour over
time
Subculture Cessation Project
19-24 year olds
“…when materials for publicizing ideas and
messages belong to people, they have deeper
effects. They therefore stand a better chance of
being understood and accepted.”
- Maria de Nazareth Agra Hassen, Realizing Rights
Subculture Cessation Project
19-24 year olds
1. Identify local, non-mainstream social groups
within 19 – 24 year olds
• Online research and key informant interviews
• Social categorization exercise
Online research and key informant interviews
Hipsters
Electronic Dance Music
(EDM) crowd
Metalheads
Punks
Hip Hop crowd
Sea Punk
Social categorization exercise
Social categorization exercise
Social categorization exercise
Social categorization exercise
Metalheads
Hip Hop
EDM
Subculture Cessation Project
19-24 year olds
2. Measure their rates of smoking
• Street surveys
Street Surveys
Street Surveys
Street Surveys
Street Surveys - Results
Group
Total
Av. age
Gender
Smoked
Chewed
Metal
79
22
50% M
68%
1%
EDM
84
23
47% M
64%
4%
Hip Hop
83
22
75% M
65%
6%
Street Surveys - Results
From 2012 CTUMS (Canadian Tobacco Use
Monitoring Survey):
• Current smokers aged 20 - 24 in:
– Canada = 20.3% (+/- 1.1%)
– British Columbia =16.1% (+/- 4.1%)
Street Surveys - Results
Group
Smoked
Chewed
Metal
68%
1%
EDM
64%
4%
Hip Hop
65%
6%
Street Surveys - Results
Group
Smoked
Chewed
Metal
68%
1%
EDM
64%
4%
Next Steps
3. Gain deep insight into one group’s smoking
behaviours, drivers, triggers, music preferences,
clothing and image preferences, social
influences
– Focus groups
Subculture Cessation Project
19-24 year olds
Thank you.
Mental Health & Smoking
Dr. Milan Khara
• Vancouver Coastal
• Milan.Khara@vch.ca
Compelling Reasons to Address Tobacco
http://ps.psychiatryonline.org/Article.aspx?ArticleID=1912435
COLUMNS | October 01, 2014
Integrated Care: Tobacco Use and Mental Illness: A Wake-Up Call
for Psychiatrists Jill M. Williams, M.D.; T. Scott Stroup, M.D.,
M.P.H.; Mary F. Brunette, M.D.; Lori E. Raney, M.D.
Psychiatric Services 2014; doi: 10.1176/appi.ps.201400235
Copyright (c) 2014 by the American Psychiatric Association
Group Phone Support
Suzanne Gaby on behalf of
the Quit Coaches
• sgaby@contextresearch.ca
Group Phone Support
• 45 minutes in length
• Teleconference
• 8-12 participants
• Open & fixed sessions
• Pre & Post Surveys
Fixed Series
• Six sessions
• Weekly, Wednesday, 7 pm
• Starting October 22nd
• Prepare quit plan & set date
• Willing to quit within 30-days
Open Sessions
•
•
•
•
Monthly since June
Piloting format
Pre & post surveys
Topics:
1. difficult situations & slips
2. cravings & withdrawals
3. planning long-term
Statistics from Open Sessions
# Registrations by Health
Authority
65
3
FHA
5
June
88
July
IHA
333
August
88
4
VCH
VIHA
% Who Attended After
Registering
June
58%
111
NHA
% Moderate to Extreme
Confidence Pre & Post Session
June
58%
54%
August
70%
July
33%
28%
Tobacco Use Status
47%
56%
June
August
47%
32%
66%
5%
Pre-Survey
August
Post-Survey
Daily
12%
Occas
Former
Feedback & Comments
Participants:
Coaches:
•Knowing more about others
•Full registration, less showed up
•Non-judgmental +
•Male participation 0 to 1 to 2
•Not doing this along +
•Technology challenged groups
•Hearing from others +
•Mental health issues
•Group for former smokers
•Mute function not used well
•Unable to tell # of participants other
than by the beeps
Questions?