Les Hagen

Executive Director

Action on Smoking & Health

Tobacco Rated REngaging youth on smoke-free movies in Alberta

Alberta Tobacco Youth Engagement Project

• Direct youth engagement

• Social media

• Earned media

• Partnerships (ASH, TLA, Rescue, Alberta Health)

• Campaigns include:

• Flavour Fraud

• Tobacco Rated R

Campaign overview

Goal is to promote “R” ratings on youth-rated films depicting tobacco

Objectives

• Increase public awareness and support

• Generate and demonstrate public demand for “R” ratings

Target audiences include influencers, media and policy makers

Campaign launch

• Publicize Tobacco Rated R

• Get smoke-free movies on the public

agenda

• Release new Alberta research

• Engage youth in launch

• Initiate call to action

Creating news

• Piggyback on breaking news

• Use anniversaries

• Profile a relevant conflict or injustice

• Engage tobacco victims, celebrities and authorities

• Release new data or study

• Respond to announcements and developments

Framing a news story

• Translate the individual problem into a social issue (e.g., quality of life)

• Assign primary responsibility

• Present a solution

• Make a practical appeal

•Controversy/conflict

•Broad interest

• Injustice

• Irony (man bites dog)

• Local peg

• Personal angle

•Breakthrough

•Anniversary peg

(NNSW)

• Seasonal peg

•Celebrity

•Visuals

Elements of newsworthiness

Campaign activities

• Personal testimonies from youth and adults

• On-the-ground advocacy

• Grassroots events

• Online advocacy

• Media advocacy

• Partner coordination

Youth engagement activities

• Organize milestone/media events

• Collect support cards and photo pledges

• Engage VIPs and policy makers

• Conduct film ratings at public libraries

• Others activities determined by youth

Contact:

Les Hagen780-919-5546hagen@ash.ca