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 • [email protected] 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 • [email protected] 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?