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Tobacco Free Campus Communications Campaign February 1, 2010

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  • 1. Tobacco Free CampusCommunications Campaign February 1, 2010

2. Purpose of Meeting

  • VCU Health System has requested that Johnson, Inc. develop a communications campaign including programming, creative and conceptual elements to be used to promote awareness of a new Tobacco-Free policy.

3. Situation Analysis

  • In developing this Tobacco Free policy, VCU Health System recognizes medical and scientific authorities, including the U.S. Surgeon General, American Heart Association, American Lung Association, American Cancer Society and the Environment Protection Agency, which have all concluded that tobacco use poses serious health risks to the health of smokers and non-smokers subjected to second hand smoke.

4. Situation Analysis

  • Cigarette Smoking is the #1cause of preventable deaths in the U.S.
  • 35% of Virginia Hospitals currently ban smoking campus-wide (indoors and outdoors).
  • Over 10,000 adults die each year in Virginia from smoking or exposure to second-hand smoke.
  • Providing a smoke-free workplace is the best way to eliminate exposure to second-hand smoke. Smokers actually find it easier to reduce/eliminate tobacco use on TFCs.
  • Physicians, contractors, patients and visitors are among the 21% of all adult smokers, who will be affected by a tobacco-free policy.Positivity and sensitivity will be crucial in the success of implementation.
  • VCU Campus opens directly onto public streets and sidewalks where the authority to ban smoking will be challenged
  • Sources: American Heart Association, studies by The Joint Commission, The Henry Ford Health System

5. Demographic Analysis

  • 23.5% of Richmond adults smoke tobacco
  • The City of Richmond is the only district where there are as many female smokers as males.
  • 10.6% of Richmond adults use smokeless tobacco.

6. Campaign Overview

  • The Campaign will consist of two tracks:
    • Tobacco Free Campus Communications
    • Cessation Outreach
  • The Campaign will kick-off with a pre- launch that starts February 2010, builds momentum through the effective date of June 30, 2010 and beyond.

7. Campaign Objectives

  • To announce and reinforce VCU Health Systems tobacco-free campus policy.
  • To support VCU Health System community in the reduction and/or cessation of tobacco use.

8. Key Messages

  • As a national leader in healthcare, VCU Health System is committed to ensuring a safe, healthy environment and quality care for all patients, employees, visitors and the general public who spend time on campus grounds.
  • Our commitment to a safe environment and quality care requires us to take all measures to provide clean air throughout our entire campus.
  • Studies show that tobacco use, smoking cigarettes and even second hand smoke all have serious health consequences.
  • Tobacco use will be prohibited on all areas of the campus, including parking garages, streets and cars within the clean air zones.
  • We realize its difficult to quit tobacco use. To aid those who want to stop, we are offering cessation services to help individuals quit tobacco use before the policy becomes effective. These sessions will be ongoing.
  • Help us to keep our environment clean and our patients, visitors and employees healthy.

9. Internal AudiencesExternal Audiences

  • Board of Directors
  • Medical Executive Committee
  • Physicians
  • Managers/Supervisors
  • Employees
  • Sponsors/Vendors/Managed Care
  • Volunteers
  • Patients and Visitors
  • Patients and Visitors
  • Organizations and Partners
  • General Public
  • Media

10. Communications Strategies:

  • By Campaign (Tobacco-Free, Cessation)
  • By Audience (Internal, External)
  • By Medium (PR, Media, Grassroots)
    • *See attached Communications Grid

11. Cessation Outreach

  • Cessation Internal Strategies Cessation "TLC" Program for employees
  • and volunteers TLC "Quit Kits" to all participants Web-based tracking of progress Cessation Station - Information booth in
  • main lobby areas Awareness Activities Resource Referral Line

12. Cessation Outreach

  • Cessation External Strategies Cessation Seminars - free and open to
  • the public Grassroots Marketing Speaker's Bureau Awareness Activities Resource Referral Line

13. Cessation Outreach 14. Measuring Success

  • Track number of employees and patients who are reported to use tobacco products on campus (monthly)
  • Measure number of hits to the sitelet from the launch date through to the one-year anniversary and beyond
  • Online surveys (pre and post launch)
  • Monitoring traffic navigation on the website
  • Number of participants in Cessation programs/events
  • Number of Cessation packets dispersed
  • Number of calls to resource referral line
  • Cessation Testimonials

15. Traditional Media 16. Electronic Media 17. Electronic Media 18. Electronic Media - Eblasts 19. Strategy 4: Monitor customer response to energy efficiency program Monitoring response allows us to gauge perception, interestand participation

  • TACTICS:
    • Utilize methods that will provide Benchmarks and Key Performance Indicators
      • Proactive Polling
        • Focus Groups, Pop-Up polls on www.dom.com
      • Tracking
        • Hits on the website
        • Traffic Navigation on website
        • Track customers contribution to EnergyShare
        • Track customer participation in new pilot programs/events
        • Track legislative changes to public policy or increase in interest
      • Direct
        • Postcard surveys included in monthly bill
        • Post-Programming/Post-Event surveys

20. 21.

  • 201 West Broad Street
  • 6 thFloor
  • Richmond, VA 23220
  • Phone: 804.644.8515
  • Fax: 804.644.0835
  • www.johnsonmarketing.com

22. VCU Health Systems Tobacco Free Campaign GRTC Bus Sign - Interior Urban 23. VCU Health Systems Tobacco Free Campaign Suspended Flag Pole Sign Urban 24. VCU Health Systems Tobacco Free Campaign Campaign PosterOption One Urban 25. VCU Health Systems Tobacco Free Campaign Campaign PosterOption Two Urban 26. VCU Health Systems Tobacco Free Campaign Table Tri-Angle Urban 27. VCU Health Systems Tobacco Free Campaign Campaign Tri-Fold Urban 28. VCU Health Systems Tobacco Free Campaign Street Banner Urban 29. VCU Health Systems Tobacco Free Campaign Campaign Letterhead Option One Urban 30. VCU Health Systems Tobacco Free Campaign Campaign Letterhead Option Two Urban 31. VCU Health Systems Tobacco Free Campaign Campaign PosterOption One People 32. VCU Health Systems Tobacco Free Campaign Campaign Poster Option Two People 33. VCU Health Systems Tobacco Free Campaign GRTCBus Sign - Interior People 34. VCU Health Systems Tobacco Free Campaign Table Tri-Angle People 35. VCU Health Systems Tobacco Free Campaign Campaign Tri-Fold People