'Kick The Nic'

Ashleigh Aviles • Robert Braunlich • Andrea Castro Katie Lewis • Ryan Sperry • Kayla King Samantha Zink • Adam Roorda Table of Contents Background 3 Business Goals 4 Statement of Problem 4 Research Methodology 6 Situation Analysis 9 Communication Goals 11 Objectives 12 Key Stakeholders 13 Key Messages 15 Strategies 16 Tactics 16 Timeline 19 Budget 20 Evaluation 21 References 27 Appendices 28 Background The Lifestyles Center (LSC), located within the Mary Walker Health Center building at the State University of New York at Oswego, is an organization that offers education and resources to students, faculty and staff to help them pursue happy, healthy and fulfilling lifestyles. The organization offers information on a multitude of sensitive issues that a person might encounter on a college campus such as: sex, drugs, violence, alcohol, developmental questions, depression and many others. The LSC’s mission is to provide accurate information to college students while encouraging them to make healthy life choices. Programs such as ‘E-Checkup’ for marijuana and alcohol use have been developed to help students take a look at their consumption patterns, level of risk, and how they compare to other students on campus. These programs are tailored specifically to SUNY Oswego students, and are intended to provide them with information that gets them thinking about how they can improve their own lifestyles. The LSC also takes the initiative to offer alternative solutions to students looking for something to do in the evening hours and the weekends; alternatives such as Open Mic Nights, Trivia Nights, meditation sessions and rock climbing are offered. The LSC is run by four innovative and enthusiastic professionals: Shelly Sloan, Health Promotion Coordinator Ted Winkworth, Alcohol and Other Drugs Program Coordinator (AOD) Pattie Miller, Administrative Assistant Aaron Z. Lee, Graphic Designer Business Goals The Lifestyle Center’s views about having a tobacco-free campus are positive, progressive and opportunistic. LSC wants students to know that it is here to help students quit tobacco-use. LSC in partnership with the Mary Walker Health Center, provides resourceful information, guidance and cessation kits. It hopes to emphasize the idea of living in a society where a tobacco-free lifestyle is ideal and is in fact a movement spreading all over the nation, and to the SUNY Oswego campus. To act as the primary source of information and support for student health and wellness. To portray a ‘big brother’ approach in order to create a comfortable atmosphere where students go to seek help. Statement of Problem and Opportunity In November 2012, the Centers for Disease Control and Prevention reported that the adult smoking rate in the United States continues to decline slowly, falling to a record low of 19 percent in 2011 from 19.3 percent in 2010 and 20.9 percent in 2008 (Myers, 2012). As smoking has declined, a growing non-smoking public has pushed for protection from the dangers of secondhand smoke. Tobacco-free lifestyles are increasingly common and follow a general trend of banning tobacco in parks, bars, and many other public places. StoneCap will be working with LSC, an on-campus organization “committed to helping SUNY Oswego students pursue happy, healthy, and fulfilling lifestyles” in its efforts to help students quite tobacco (SUNY campuses smoke-free by 2014," 2012). Although the Clean Air Committee (CAC) of SUNY Oswego has proposed legislation that would eliminate tobacco-use on campus, for Lifestyles, this isn’t their main concern, Ted Winkworth, Alcohol and Other Drugs Coordinator of Lifestyles, said that he refers to a tobacco-free campus as a “movement” rather than a ban, adding that they aren’t trying to tell people how to live their lives, rather make decisions the smartest way possible (SUNY campuses smoke-free by 2014," 2012). The problem lies within the addiction itself and Lifestyles would like more students to utilize its resources to quit. Opportunities that LSC has are its pleather of information, advisement from young, knowledgeable and friendly mentors and peer educators, and “fun quit kits” for students seeking to quite tobacco-use. Inside the kits, students will find things such as, toothpicks, gum, candy, information about tobacco cessation and other things to pre-occupy a tobacco user along their journey to be tobacco free, these students will also be referred to the Mary Walker Health Center where they can get even more substantial help, with quit kits containing nicotine patches and gum. There is no other organization on campus like the LSC and it is free to all SUNY Oswego students. The resources available through LSC will provide assistance to those members on campus who wish to overcome their tobacco addictions. StoneCap will draw attention to those resources and improve campus community-awareness about the importance of tobacco-free clean air. A few challenges can be identified before the campaigns commencement. A main challenge will be the ability for StoneCap to separate the LSC’s assistance in being tobacco-free with the CAC’s legislation proposal. LSC does not want students to think that they are part of the deciding body in making SUNY Oswego tobacco-free; instead, LSC wants to help students with the transition of a tobacco-free campus. Other challenges will be the resistance toward the campaign from those tobacco-users not willing to quit. According to a survey conducted by the CAC, a reported 50 percent of those students that use tobacco do not intend to quit. Another challenge will be the opinions about the tobacco-free campus impeding on personal freedoms. Many of the respondents to the survey said that there was really nothing SUNY Oswego can do to help tobacco-users quit and that This is bigger than SUNY Oswego; it’s a movement that’s spreading all over the country. The resources available through LSC will provide assistance to those members on campus who wish to overcome their tobacco addictions. StoneCap will draw attention to the many resources available through Lifestyles and improve campus community-awareness about the importance of tobacco-free clean air. IV. Research Methodology Research Goals Before developing the campaign, it was essential for StoneCap PR to identify the key audiences. Our target audiences are tobacco-users and non-tobacco users currently attending SUNY Oswego. The first goal in our research is to find out SUNY Oswego students’ awareness of the LSC and the services and programs offered there. The next research goal is to find out how users and non-users feel about tobacco use. And lastly, we needed to find out how tobacco use on campus affects both users and non-users. Research Methods Primary: Focus Groups We used four focus groups in our research to gain multiple perspectives about LSC and tobacco-use on campus. To spread the word on campus for the focus groups Stone Cap posted flyers on bulletin boards on campus. We were able to have the students brainstorm and discuss their thoughts about LSC and tobacco-use and participants were also able to bounce off of each other’s responses to gain an effective and informative focus group. Our recruitment strategy consisted primarily in the location of the Penfield Library located at SUNY Oswego. We took SUNY Oswego students that use and do not use tobacco and conducted focus groups with each of them. We had two groups of non-users and two groups of users. The total group participants for the non-users consisted of eight males and eleven females with the majority living on campus and holding a senior status. The user groups consisted of seven males and three females with a near equal amount of on and off campus students and the majority being junior and senior class standing. The lower number of voluntary tobacco-users represented the challenge to connect with them and/or their disregard towards discussing tobacco-use. The users and non-users were separate from each other to provide less apprehension when answering questions. The focus groups were held at the Lake Effect Conference Room in the Penfield Library. Each participant received a gift bag of candy as an incentive to participate. Users and non-users were chosen through convenience sampling. Prior to conducting the focus groups, students filled out a form indicating some demographics and background information, i.e. age, gender, class standing, etc... A consent form was also issued to ensure that participants have the information they need to decide whether to participate or not . There was one moderator who asked the questions and engaged the conversation. The moderator was accompanied by a co-moderator who wrote down any non-verbal communication between participants. The focus groups lasted approximately one hour and all four focus groups were audio recorded and transcribed to find general themes and attitudes. In-depth Interviews In-depth interviews were used to deeply explore the respondents’ feelings about tobacco-use. Our recruitment strategy was to ask one participant from the ‘user’ focus groups and one participant from the ‘non-user’ focus groups. These participants showed a greater interest in the subject through their answers and engagement within the group. The participants agreed under verbal consent to partake in the interviews and the in-depth interviews were held at the interviewees’ residence to provide a comfortable atmosphere and were highly conversational. They lasted roughly a half hour because their initial opinions were already expressed during the focus group. The moderator recorded the in-depth interview for later transcription and took notes about non-verbal cues and other significant observations. The questions reflected those of the focus group, but the interviewees will be asked to further elaborate on their opinions so that there can be insight as to why they felt that way. Polls Furthermore, we intend to take a quick poll which will allow us to gain a broader idea of current attitudes toward tobacco-use and knowledge of the LSC. Participants were gathered via convenience sampling around campus. The poll garnered 402 responses making it representative of the student population but not generalizable due to the sampling method. We used quantitative data to triangulate our responses to the focus group and interview questions. Most importantly, the poll helped validate the themes we discovered in the in-depth interviews and focus groups. V. Situation Analysis According to our focus group respondents, current attitudes and perceptions students have regarding the LSC are positive and neutral. Most students are aware of LSC on campus but are not fully aware of the resources they provide. Attitudes and perceptions regarding tobacco-use on campus are fairly liberal and minimal guidelines are issued. Strengths The Lifestyles Center has several internal strengths that help achieve its goals regarding students’ perceptions and as a resource for information and assistance. The first strength is that LSC is the only organization on campus to offer students quality resources and tools to help them quit tobacco-use. Since LSC is already geared towards students and their lifestyle choices, it already has experience in reaching out to students. This can be very useful in determining what campaigns have worked well for LSC in the past and those that have not. The LSC also has the strength of its young directors, as they are able to connect and relate with the student population. A final strength is that students have easy access to the LSC, as it is located on campus. Weaknesses Identifying the internal weaknesses of the LSC is just as important as doing so for its strengths. The first major weakness of the LSC is the lack of a clear mission statement and therefore lack of clear purpose. Another important weakness to recognize is the lack of LSC presence on campus. While LSC does carry out various activities throughout the year, it still lacks the desired impact on students. Opportunities Many external factors and forces currently exist that the LSC could take advantage of to further the organizations objectives and goals. The first major opportunity is in respect to the upcoming tobacco free campus policy that SUNY Oswego plans to instate next year. It could use this as an opportunity to increase the students’ awareness of LSC on campus through informing students of the new policy and the resources provided there. A final opportunity is that the SUNY Oswego campus allows for organizations like the LSC to post flyers and brochures all around campus in order to reach as many students as possible. Threats Many external threats also exist that may act as a disadvantage to LSC’s tobacco efforts. A main threat is that according to the CAC’s survey there is 15 percent of the student population who use tobacco and do not intend to quit and therefore, may be unreceptive to any kind of tobacco campaign. Another threat is in regards to approaching tobacco-users on campus in a way that won’t appear threatening or judgmental. If the tobacco-users feel attacked, it may drive students to ignore it. A final threat is the confusion regarding the actual location and function of the LSC. Based on LSC’s location in the back of the Mary Walker Health Center many students assume both organizations are related and conduct the same daily tasks. Strategic Implications Several important conclusions can be drawn from analyzing the previous SWOT analysis. Firstly, the LSC has more positive internal strengths and external opportunities working in their favor than internal weakness and external threats as identified by StoneCap’s secondary research. This finding is very important, as it supports that the LSC does have the resources, experience and knowledge to plan out an effective campaign that can have a real impact on students. Another conclusion is that the campaign must be careful not to send messages that discriminate tobacco-users, as this may lead to a complete rejection of the overall message. Rather, the messages need to be attacking the habit, not the person through a friendly oriented campaign. A final conclusion that can be made from the SWOT analysis is that the campaign needs to reflect a re-designed mission statement for the LSC that clearly defines the purpose of the center and differentiates it from the Mary Walker Health Center. VI. Communication Goals Strategic communication is paramount to the success of this campaign. StoneCap has identified a set of communication goals to be met in order to reach the business goals of the Lifestyles Center. Promote the LSC as a judgment free zone for tobacco-users and encourage communication and respect within the campus community, regardless if they use tobacco products or not. While they may be aware of the services offered, tobacco users could still feel reluctant to take advantage of them if they do not feel comfortable in the environment. To help prevent negative attitudes towards tobacco-users and to reinforce a positive and accepting environment within the student community. B. Improve campus community awareness of the importance of tobacco-free clean air with education and resources. With personal health being one of the biggest factors to a person’s quality of life, showing people the true facts and information about breathing clean air is important. We would also like to promote Mary Walker Health Center cessation services. C. Increase traffic to the LSC’S tobacco awareness social media pages. With the large popularity of social media sites such as Twitter and Facebook, taking advantage of these outlets would be beneficial to the campaign. VII. Campaign Objectives In conjunction with our communication goals, we have formulated quantifiable objectives to guide our problem-solving and LSC oriented campaign. Increase the percentage of students who are aware of the LSC from 75% to 85% by May 14. Increase the perception of the LSC as a judgment-free zone by 20% through programs implemented in the campus community by May 14. Increase student traffic to the LSC’s social media pages by 10% through incentive tactics by May 14. Increase communication between tobacco users and non-users by collecting at least 15 written messages at the April 26 event. Influence at least 100 students to sign a pledge to be tobacco free by April 26. VIII. Key Stakeholders Our campaign aims to target the following three stakeholder groups: A. Nonuser Undergraduate SUNY Owego Students Nonusers are a distinct stakeholder group because while they do not actually use tobacco they still have interactions with smokers on campus on a regular basis. They need to be as informed about the risks and effects of tobacco use as actual tobacco users in order for our campaign to be successful. B. Social User Undergraduate SUNY Oswego Students These students feel that since they are only occasional tobacco users, in social or drinking situations, that they’re not considered users. This public needs to be gently informed that they still are tobacco users despite the infrequency of their use and that their tobacco habits can still have negative health consequences. C. Frequent User Undergraduate SUNY Oswego Students Users are distinct groups in this campaign because they are the students who will actually directly benefit from the LSC resources, including quit kits and information regarding the new campus wide tobacco free law that will go into place in January. These students need to learn the information, but do not want it forced on them. This is a very important point to consider when designing the key messages. While the three main key stakeholders are nonusers, social users and frequent users, these groups can still be broken down additionally into subgroups. The subgroups can be described as followed: Apathetic Frequent tobacco users who are unconcerned about the risks of their tobacco uses These students are considered stakeholders because they know about the consequences of their tobacco use, but they don’t care. They need to be motivated by the LSC tobacco campaign to make the behavioral chance necessary to quit smoking through learning more about the LSC resources that can help them. Aware Tobacco users who want to quit, but need additional assistance Many students on campus wish to change their tobacco habits, but are continually unsuccessful at quitting. These students are a key public because they would probably be most receptive to the campaign’s key messages and most interested in the cessation kits offered by the LSC. Active Clean Air Committee Members Members of SUNY Oswego’s Clean Air Committee are considered active publics in this campaign, as they are already engaged in working towards getting the bill passed to make the campus tobacco free. The Clean Air Committee’s behaviors and key messages are very closely tied with the LSC tobacco campaign. Opinion Leaders SUNY Oswego men’s hockey players are considered key opinion leaders due to their high status among the campus community. Many students highly respect the hockey players due to their success as a team and hold their opinions in high regards. With that said, getting the hockey team to work with the LSC to spread its key messages will be a very effective way to reach the targeted student body. IX. Key Messages Tobacco users and Non-users need to respect each other. We want to spread that respecting a person’s right to breathe clean air is important. Just because you use tobacco does not mean everyone does, or is okay with it. On the same token, non-users should be aware and understand the user’s right to smoke. They may not agree with the act itself, but should remember that smoking is a free choice and they should not discriminate against users. It is important to be respectful of others’ choices. You can “Kick the Nic.” We want student tobacco users to understand quitting tobacco is something that can be done. With this campaign we hope to illuminate the possibility of quitting tobacco. Lifestyles is here to help you, we are on your team. This is a message we want all of our publics to receive. For our active student tobacco smokers who are taking steps to quit, we want them to clearly know and trust Lifestyles to help them with anything they will need to reach their goal. The LSC is a support system as well as a resource center that are readily available to assist. Do not badger tobacco users to quit. We want to encourage student non-users to be mindful of their actions and verbal expressions when encouraging users to quit avoiding users from feeling attacked. X & XI Strategies and Tactics Strategy Outreach to traditional media Tactics In order to reach out to traditional media, media kits with a focus around the Lifestyles Center, its activities and views were put together and sent out to local media outlets. The media kits contained a backgrounder, Q & A sheet, biography, and a press release. The press release briefly discussed the proposed legislation to capture readers and then discussed the activities happening around campus during the week of implantation. The news outlets we contacted were: The Oswegonian: This is the primary news source for SUNY Oswego students. WTOP: This is the local TV news station on campus. Pall Times: This is a newspaper that serves Oswego county communities with hyper-local news content. Strategy Grassroots Campaign Tactics The first grassroots tactic implemented were signs posted around campus with an original logo made for this campaign and the words ‘Kic the Nic’ with the LSC symbol attached for relation. The LSC had premade cessation ‘fun kits’ which are designed to help people who want to quit using tobacco. LSC also had sunglasses, stickers, chap sticks and hand sanitizers. We used these kits and other items as prizes or free handouts to be couple with our other events. We had custom t-shirts made for StoneCap PR to wear to our main event as well as to hand out as prizes. A tabling in the Campus Center is another tactic we implemented. We used baked goods and other free items as an incentive for people to stop by our table. At our table we informed the students of our campaign and if willing, signed a pledge to remain tobacco-free throughout their lifetime. At our main event we had a message board where users and non-users could write notes to one another. These messages were used as a new way for anonymous communication between users and non-users as well as allowing each side to gain insight on one another. Also, during the main event we had simulation exercises and trivia questions. The simulation exercise consisted of students having to breathe through a straw and hope one of two very long hopscotch boards. This was used to simulate what a person with years of smoking feels like when they do physical activities. The trivia questions were used to test the knowledge of the students and tobacco use. For participating in the simulation exercise students received a t-shirt with the Kic the Nic campaign slogan and students who answered the trivia questions correctly received a pair of sunglasses. Through the use of chalk, we were able to spread many of the messages of our campaign to the students. By writing messages in chalk on high traffic areas on campus followed by our hash tag so users could follow us, we increased the chances of our making an impact on a larger crowd of students. Brochures were made as a new piece of information to hand out to students regarding LSC and all of its information and activities. Strategy Implement the use of social media to further get our message across. Tactics A Facebook page was created to promote and advertise events that our campaign hosted during the implementation phase. A Twitter account (@GetUrFixLSC) was created and used as a means to keep in constant contact with Oswego students and any other followers. It was one of the most efficient and easiest routes we could utilize to keep followers of our campaign “in the know” as well as create a better presence amongst the campus community. Posts of encouragement, insight and questions were also initiated to spark communication between followers. A video blog done by one of SUNY Oswego’s students, documenting their day-to-day challenge of quitting tobacco. By using a peer, students are able to relate to the blog. XII. Timeline Calendar of events Feb. 5 Brainstorming meeting to discuss questions for client Feb. 7 Initial client meeting Feb. 12 – 14 Conduct secondary and primary research Feb. 14 – 28 Team meetings/brainstorming and assigning of roles Feb. 28 – Mar. 12 Planning phase/ team meeting and SWOTS Mar. 14 Presentation of research to the client Mar. 19 – 28 Team meeting/assigning of implementation roles Apr. 9 Implementation calendar drawn out Apr. 10 – 18 Timeline and budget are finalized Apr. 22 Begin chalking around campus (Day 1 of implementation) Apr. 24 Tobacco awareness tabling in campus center (Day 2 of implementation) Apr. 25 Posters distributed (Day 3 of implementation) Apr. 26 Kick the Nic event held in the quad (Day 4 of implementation) Apr. 28 – May 5 Campaign Evaluation and Presentation to client XIII. Budget Personnel Expenses Capstone PR Group – Hourly Rates/Week $4500 9 Members, all working 40 hours per week to put together the plan and implement it. This is our fee for all services, from research and design to implementation and everything in between. This is a one-time whole project fee. Material Expenses “Quit” Kits The Lifestyles Center has in their possession pre made kits which consist of items that might be of assistance to those attempting to stop using nicotine products. These are pre made kits and will be provided free of charge. Sidewalk Chalk $25 Spray chalk and handheld chalk will be utilized as another form of communicating the campaigns messages, as well as our social media tags. Lifestyles center has agreed to supply this to us for no cost. Baked Goods Ingredients $20 Baked goods will be available at our table to attract more people. Banner Printing $50 This will cover the costs associated with preparing and printing a table banner for our tabling events. This charge has been covered by a third party source that is capable of producing this product. Team T-Shirts $150 This will cover all costs for t shirts that will be worn by the team during implementation phase. Client has agreed to cover costs associated with purchasing and printing onto the shirts. Media Kit Materials $300 This will cover costs for all materials needed for the creation of the media kit. The kit will contain a brochure, backgrounder, fact sheet, biographies and press release. Media Kit Distribution $250 This will cover all costs associated with using digital as well as physical wire services to distribute the media kit. Equipment and Facilities Quad Rental The college has space available and will rent it out for events as long as a request form is filed ahead of time. Table Rental The college has tables for rental and will provide them as long as a request form is filed ahead of time. There is no charge associated with this as long as no items are damaged or lost. XIV. Evaluation Pre- and Post- Research Prior to implementation, we took a short poll and conducted extensive qualitative research including four focus groups and two in-depth interviews to get an idea of the attitude toward tobacco-use on campus and Lifestyles. Following execution, a poll was distributed to the same amount of respondents as the pre-poll. The poll was used to determine the awareness of LSC and of the Kick the Nic campaign. It was collected by random intercept, among students in public areas during midday between classes. Due to the method of sampling, it could not be generalized. In addition, we conducted two short interviews of attendees from the quad event. These participants were selected at random, and will gave insight as to the outside perception of the event. We found that 80% of students were aware of Lifestyles, up 5% from our preliminary poll and that 37% of students were reached by the Kick the Nic campaign. Kick the Nic events Both events were extremely successful. Prior to the event, 220 flyers were distributed around campus, in all residence halls and in all academic buildings. Approximately ten spots around campus center were chalked with the LSC logo and the campaign Twitter handle, @GetUrFixLSC. Prior to the Campus Center tabling event, our team gained 40 Twitter followers. After both events, 22 more followers were gained for a total of 62. These followers will be directed to the main LSC Twitter account at the end of the semester. Fifty-five goodie bags were distributed during the Campus Center tabling event as well as ten “Quit Kits.” In order to receive these items, students had to take a brochure, follow us on Twitter and/or sign the pledge. As a result, the tabling garnered 37 signatures, 15 followers and a distribution of 14 brochures. A Facebook event was created prior to the quad event. Forty-four guests confirmed attendance, with another 223 invited that were informed of the campaign and its efforts. The main event was held outside of the library in order to be visible to the most students possible. To garner the attention from the students we had music, balloons, a banner with our Kic the Nic logo and multiple free items at the students disposal for participating. Approximately 40 pairs of sunglasses, 20 LSC chap sticks, 20 stickers and 15 hand sanitizers were given away. We also created and distributed 30 Kick the Nic T-shirts in which students were encouraged to wear to spread the word around campus. In total, 140 students pledged to remain or become tobacco-free. Seventeen of those students were users and were informed about free cessation services on campus through the LSC and Mary Walker; none of which those students were previously aware of. Another 26 brochures were distributed, for a total of 40 at both events. In order to get sunglasses, students had to write a message to a user or non-user on a public forum poster, which received 22 participants. This poster can now be posted in a public place for more students to write on and to start a conversation between others about tobacco-use. To receive a T-shirt, and later for more sunglasses after all 30 t-shirts were distributed, students had to do a long hopscotch with a straw in their mouth which simulated what physical activity is like after years of smoking. Thirty-three quit kits were distributed to users that visited the table, with a total of 43 distributed at both events. Four Vine videos were created and featured on the Twitter account. Pictures from the event were posted to the Facebook event page as well as the Twitter account. Message content A few key messages and themes emerged throughout the implementation of this campaign. The first was communication. The majority of students we encountered were latent, who had an opinion about the issue but admittedly had not expressed it prior to our event. Both users and non-users voiced their opinions and said that if someone such as the LSC facilitated the conversation, they would participate in some way. This was seen in the amount of people that signed the message poster and talked to other students while at our table. The other message was respect. Non-users all said that they are not necessarily bothered by tobacco-use, but they would like to have users respect their personal space and clean air. Users also requested respect in the form on non-judgment and support during the quitting process. Media Coverage Press Releases were submitted to the Palladium Times, Oswegonian and WTOP regarding the main event in the quad. The Palladium Times posted a press release in their local news section on Wednesday morning April 24, 2013 prior to the tabling in Campus Center and main event in the Quad. Unexpectedly, at the Kick the Nic quad event, there was a broadcasting student from WTOP-TV conducting a featured story about the impending tobacco-free campus. He interviewed two of our campaign members and took B-roll of the event. A media kit was created for further information regarding the campaign and the LSC. Achievement of measureable objectives The poll was used to measure our first objective which was to increase awareness among students of the LSC. There was a 5% increase, which did not reach our objective. This may have been reached if the campaign time was extended. The poll also revealed that 37% of students were reached by Kic the Nic campaign. The Lifestyles Center had no previous tobacco related social media, so student traffic was increased by 100% upon the creation of a Twitter page. If all followers from our account migrate to the official LSC account, the account will have experienced a 19% increase in followers. This is only one percent away from our initial objective of a 20% increase. We surpassed our objective to gain at least 15 messages from tobacco users by seven for a total of 22 messages. This was a great way to initiate conversation between users and non-users. Our goal to have at least 100 students sign a tobacco-free pledge was also achieved and surpassed with a total of 140 pledges to be tobacco-free. Seventeen of those students were tobacco- users. Unexpected results We received several unexpected results of this campaign, all of which contributed to our perception of success. During both events, more so at the main event in the quad, Lifestyles’ volunteers and employees made the effort to approach us. They said that they were impressed with our concept and original materials and also expressed interest in executing our campaign in the future. On our message poster, we were surprised at how much people had to say about tobacco-use. Most messages were well thought out and had personal connections, such as, “Put yourself in their shoes and understand it’s an addiction-be patient!” When given the opportunity, people were more than happy to voice their opinion and start an open conversation. Some students even had face-to-face conversations about the issue at our table and told stories of friends and family members affected. Seventeen tobacco-users pledged to quit as a result of our information about the effects of tobacco and the availability of free cessation services on campus. Also unexpected was the appearance of WTOP-TV, which allowed us to spread our message with live shots of the event. Future campaign recommendations We discovered that college students are very likely to respond to free items, food and activity rather than a message. Free items advertised on social media and in person, along with brief but fun activities, attracted students to our event and encouraged latent publics to become more active. Although most students initially are not happy about talking about such a serious topic, hopscotch lightened the mood and we were able to give information in an informal, casual way. Students were also more likely to respond to and retweet conversational and fun content, rather than cheesy questions and boring information. The internet is the central location where students on campus can find out more information about LSC and the things they do. The LSC should have more information available on its website (i.e. a mission statement, pictures of the events they do, a Q and A page etc…). Many students are aware of the LSC but are not sure as to what they do or who they are. The location is a big misconception of students as they assume Mary Walker Health Center and LSC are related or even the same entity. Social media sites are very popular with students and should be utilized more to engage an active ongoing communication between students and the LSC. Talks with Ted and Shelly are a great start to something bigger and more interactive. Lifestyles should continue to be a supportive, youthful and fun organization and in doing so should redefine the roles of their interns. Creating new roles such as: events and promotion assistant and/or social media assistant would look very appealing to students interested in those relatively broad fields. XV. References Myers, M. L. (2012, November 8). CDC Reports slow decline in adult smoking rates -- elected leaders must act to accelerate progress and save more lives. Retrieved February 12, 2013, from PR Newswire website: http://www.prnewswire.com/news-releases.html SUNY campuses smoke-free by 2014. (2012, November 27). Retrieved February 13, 2013, from Oswego's News website: http://oswegosnews.wordpress.com/2012/11/27/793/ XVI. Appendices Research Flyer A. User B. Non-user Pre-survey Consent Form Focus Group Questions User Non-user Pre-campaign poll questions Results Report (see thumb drive) 2-1 Press Release 2-2 Question and Answer 2-3 Backgrounder 2-4 Ted Winkworth Bio 2-5 Logos 2-6 Event Flyer 2-7 Trivia Questions 2-8 Brochure 2-9 Message Board 2-10 Event Photos 2-11 Facebook 2-12 Twitter 3-1 Post-campaign poll questions 1-1A Tobacco Users Needed! Focus Group All participants receive a gift! StoneCap Public Relations is a student PR firm working with the Lifestyles Center to find out students’ thoughts about tobacco-use on campus. There are two focus groups being held for tobacco users and your participation is greatly appreciated. We look forward to talking with you! First Session: When: Thursday, February 28th Time: 4:00-4:40 Where: Lake Effect Conference Room Second Session: When: Thursday, February 28th Time: 6:00-6:40 Where: Lake Effect Conference Room 1-1B Non-Tobacco Users Needed! Focus Group All participants receive a gift! StoneCap Public Relations is a student PR firm working with the Lifestyles Center to find out students’ thoughts about tobacco-use on campus. There are two focus groups being held for non-tobacco users and your participation is greatly appreciated. We look forward to talking with you! First Session: When: Tuesday, February 26th Time: 2:20-3:00 Where: Lake Effect Conference Room Second Session: When: Tuesday, February 26th Time: 3:20-4:00 Where: Lake Effect Conference Room 1-2 Stonecap PR Pre Survey (Please circle or write down the appropriate answer) Class standing Freshman Sophomore Junior Senior On/Off campus On Off Age _________ Gender Male Female Have you ever attended a LSC event? Which one? 1-3 StoneCap Public Relations Consent to Participate in Focus Group You have been asked to participate in a focus group conducted by the StoneCap Public Relations team. This focus group is sponsored by the Lifestyles Center (LSC) and COM 416 Capstone for Public Relations. The purpose of this group is to try to understand a student’s perspective about tobacco-use on campus. The information learned in the focus group will be used by StoneCap to find out how LSC can better serve its students on campus. You can choose whether or not to participate in the focus group and stop at any time. Although the focus group will be tape recorded, your responses will remain anonymous and no names will be mentioned in the report. There is no right or wrong answers to the focus group questions. We want to hear many different viewpoints and would like to hear from everyone. We hope you can be honest even when your responses may not be in agreement with the rest of the group. In respect for each other, we ask that only one individual speak at a time in the group, and that responses made by all participants be kept confidential. I understand this information and agree to participate fully under the conditions stated above: Signed:____________________________________________________ Date:_______________ 1-4A User Focus Group Questions What advertisements on campus have stuck out to you? How has tobacco-use on campus ever personally affected you? What do you think the general perception towards tobacco-users is? What do you think about non-users and how they feel about you? How much control do tobacco-users have over their habits? Have you ever attempted to quit? How did it go? Is there anything else you would like to say about tobacco-use on campus? How would you describe the LSC? What interactions have you had with LSC? Have you ever tried to utilize the LSC to quit? What resources are you aware of that are available to you at LSC? 15% of SUNY Oswego students smoke. What do you think? Of that 15%, 70 % want to quit. What do you think about that? Are you or any friends interested in quitting? If so, please talk to us after. 1-4B Non-User Focus Group Questions What advertisements on campus have stuck out to you? Have you ever used tobacco products? Where was it? What did you think about it? How has tobacco-use on campus ever personally affected you? What do you think the general perception towards tobacco-users is? What do you think users think about non-users? How much control do tobacco-users have over their habits? How would you describe the LSC? What interactions have you had with LSC? What are your suggestions as to what LSC should do to further reach their students? Is there anything else you would like to say about tobacco-use on campus? Based on the following statistic, 15% of SUNY Oswego students smoke…What do you think? Do you have any friends that are interested in quitting? If so, please talk to us after? 1-5 Pre-campaign poll questions Do you know of the Lifestyles Center? Yes or No Are you bothered by tobacco use on campus? Yes, Neutral, No   Are you a tobacco user? Yes, No, Occasionally 2-1 Press Release StoneCap PR Contact: Andrea Castro Cell: (315) 277-6066 Email: acastro@oswego.edu FOR IMMEDIATE RELEASE Lifestyles Center encourages students to Kick the Nic during campus events Kick the Nic and Through with Chew Campaign Oswego, N.Y. (April 23, 2013) – An approaching legislation could make SUNY Oswego a tobacco-free campus by January 2014. The Lifestyles Center (LSC) at SUNY Oswego is working with StoneCap PR, a student public relations firm on campus, to raise awareness about tobacco-use cessation and the resources available through LSC to help students quit. There will be social media efforts through Twitter as well as a video blog conducted by a fellow student on campus trying to quit tobacco. “It’s important for SUNY Oswego students to know about the many resources available to them through the Lifestyles Center. Recently, tobacco in particular has become a topic of interest within the campus community and we want every student to know about what the LSC can do for them,” Ted Winkworth, Alcohol and Other Drugs Coordinator of the Lifestyles Center said. “This tobacco campaign is not only for tobacco-users but non-users as well because it’s the support that non-users give that can help make a tobacco-free lifestyle a reality.” There will be an event held in the quad on Friday, April 26 from 10am-3:00pm, where students can participate in multiple “tobacco simulation,” events as well as get information on tobacco cessation. Throughout the week, the red wagon will be around campus passing out cessation kits, T-Shirts, stickers, and other items will also be available to students. /About Lifestyles/: The LSC, located within the Mary Walker Health Center building at the State University of New York at Oswego, is an organization that offers education and resources to students, faculty and staff to help them pursue happy, healthy and fulfilling lifestyles. The organization offers information on a multitude of sensitive issues that a person might encounter on a college campus such as: sex, drugs, violence, alcohol, developmental questions, depression and many others. More information about the Lifestyles Center can be found at: www.oswego.edu/student/health/lifestyles_center.html ### 2-2 Lifestyles Center Q & A Question: Where is the LSC located? Answer: The LSC is located inside the Mary Walker Health Center. Students should walk through Mary Walker and head towards the back of the building. Question: Is the Mary Walker Health Center the same as the LSC? Answer: No, Mary Walker and the LSC are completely different. Mary Walker has the resources and authority to provide students with prescription and non-prescription drugs. It has board-certified physicians, nurse practioners and specialized providers in the area of college health. The LSC, commonly referred to as the “big-brother” on campus provides students with information and resources in the areas of: sex, health, tobacco, drugs and fitness. It actively engages those on campus toward a healthy lifestyle by finding alternatives to alcohol and drugs. Some of these events include but are not limited to: Zen Meditation, Open Mic Nights for budding artists, and free entry into a Rock Climbing Facility in the town of Oswego. Question: What are the current regulation standards for tobacco-use on campus? Answer: Smoking is strictly prohibited in ALL of the College's buildings and facilities, at outdoor events and in all vehicles and equipment owned, leased or operated by the SUNY Oswego, Auxiliary Services or the Oswego College Foundation. Doorways and loading docks are considered part of a building and the prohibition extends to a minimum of 20 feet from buildings and air intakes. However, an approaching legislation through the Clean Air Act could make SUNY Oswego a tobacco-free campus by January 2014. Question: Does the LSC support the proposed legislation to make SUNY Oswego tobacco-free? Answer: Absolutely, the LSC promotes a healthy lifestyle which includes being tobacco free. It encourages students to view the legislation not so much as a ban but a movement that has been spreading all over the country. The Clean Air Act takes into consideration that everyone has the right, tobacco-user or not, to clean air. Question: What services are offered through LSC to help students quit tobacco? Answer: The LSC offers students kits to help their cessation efforts. Kits include but are not limited to: candy, gum, lozenges, silly putty, toothpicks, a “What’s in your smoke” pamphlet and more. Question: Does LSC provide nicotine patches and/or gum to students? Answer: No, LSC cannot provide over-the-counter cessation products such as nicotine patches or gum. Students seeking these will be referred to the Mary Walker Health Center. 2-3 The Lifestyles Center - State University of New York at Oswego The SUNY Oswego campus prides itself on the establishment of the LifeStyles Center (LSC). The LSC, located in the Mary Walker Health Center, is a comprehensive support base, dedicated to promoting the overall well-being of students. The LSC functions as a knowledgeable resource on a broad spectrum of relevant topics to students, including: sexual health & safety, drug & alcohol awareness, and general health & fitness. The LSC has developed a prominent presence on campus due to its vast programming. Rather than overloading students with information, the LSC searches for ways to actively engage those on campus. Some of the offerings include Zen Meditation, Open Mic Nights for budding artists, and free entry into a Rock Climbing Facility in the town of Oswego. These programs function as healthy yet enticing alternatives to otherwise detrimental activities. The LSC is led by four influential professionals. Shelly Sloan acts as the Health Promotion Coordinator. Ted Winkworth engages students directly as the Alcohol and Other Drugs Program Coordinator (AOD). Pattie Miller is the Administrative Assistant. And lastly, Aaron Z. Lee completes the team as the LSC Graphic Designer. 2-4 Ted Winkworth Alcohol and Other Drugs Program Coordinator SUNY Oswego’s Lifestyles Center Ted received his Bachelor’s degree in psychology from Buffalo University and his Master’s in mental health from Syracuse University. At SUNY Oswego, he implements various campaigns promoting a drug and alcohol-free lifestyle, as well as plans campus alternatives to drinking events. Ted decided to come to SUNY Oswego after working at a rehab center for a couple of years. He felt extremely dismayed by the number of kids he saw die at the rehab center as a result of drug overdoses. His experience at the rehab center instilled in him the passion to help students live a healthy lifestyle in an environment in which he actually would have the power to make a difference. His position at SUNY Oswego allows his voice to be heard among the student body and really gives him the opportunity to prevent students from steering down the wrong path. One of the biggest rewards that Ted receives from his position as AOD Program Coordinator is that he gets to see students’ attitudes transform from freshman to senior year from being only concerned with the party lifestyle, to one committed to healthy living in a fun way. The most difficult aspect of his job is that he has to wear a tie every day because he’s not comfortable being what is considered professional by social standards. Although Ted is leaving this May to embark on a personal journey, he still wishes for the Lifestyles center to develop the straight-edge image into a positive one. He hopes that the center will be able to create a new model of what people should aspire to be; which includes challenging yourself to take risks and striving to always be a better person. On June 1st, 2013 Ted will be leaving his life in Oswego to travel across the United States and Central America on his motorcycle. He wants to give others tips about where to go and how to survive along the way. Ted also plans on eventually writing a novel. He has already started giving away his earthly possessions in pursuit of living a freedom based, less conventional type of lifestyle. 2-5 2-6 2-7 Trivia Questions What percent of the campus uses tobacco? A. 15% What does the lifestyles center do? List 3 different ways you can use tobacco? A. Cigarette, chewing and hookah How many chemicals do cigarettes contain? A. C 1,000 3,000 7,000 How many feet should you remain away from a building when smoking? A. 25 feet What is the function of nicotine in nature? A. Pesticide Name 2 long term effects of tobacco use? A. Irritation or anxiousness, cancers, receding gums and tooth decay. 2-8 2-9 2-10 2-11 2-12 3-1 Post-campaign poll questions 1. Do you know of the Lifestyles Center? Yes or No 2. Have you heard of the Kic the Nic campaign? Yes or No 42 | SUNY Oswego May 2013