Smokefree Homes and Cars
The Associate Minister of Health, Damien O’Connor, successfully launched the Smokefree Cars campaign in September. The campaign will continue on radio and in magazines over the holiday period, with television advertising beginning again in mid-January. We are still keen to link with local Smokefree Cars initiatives, so please contact MARIJA – marija@hsc.org.nz with any thoughts you may have.
In a new development, we will be working with Plunket over the summer months, introducing the Smokefree Cars messages through their car seat rental scheme. A total of 5,000 packs, including pamphlets and sunshades, will be despatched with car seats nationwide from mid-January.
World Smokefree Day 2007
World Smokefree Day (WSFD) is less than six months away with a theme of ‘Smokefree…..it’s about us/ Kia auahi kore…mō tātou te kaupapa’. Simply put, the theme means that the reason for being Smokefree/Auahi Kore is young people. It can be easily applied to local priorities, eg. Smokefree cars, homes, playgrounds, or Marae Auahi Kore.
 As with previous years, the theme is designed to complement existing priorities (which differ from region to region), rather than create a one-off theme that has relevance for a short period of time. It’s also important that it links to the Reducing Smoking Initiation Framework.
Jess Brady is this year’s key contact for WSFD. You can contact JESS at jessica@hsc.org.nz.
Smokefree Youth
Smokefree Youth Campaign - Message Testing Exercise
Through the Youth programme we are developing a youth-focused Smokefree campaign that will serve as a message testing exercise. The campaign will launch online and in cinemas nationwide on 21 December and continue for two months. Print advertisements and a website will complement the cinema ad. The campaign promotes de-normalising and social disapproval messages to young people, particularly susceptible smokers aged 12 to 14 years, via high profile music and media personalities whom this target audience identifies with. The personalities will reflect a variety of media, music genres and ethnicities, and will provide personal testimonials on smoking. The tone of the ads will be ‘raw’, ‘real’ and ‘aspirational’.
Celebrities involved include P Money, Dominic Bowden (NZ Idol), DJ SirVere (C4, Mai FM and Back2Basics Magazine), Joel Defries (C4), Vaughan Smith (The Edge radio station), Glen-Paul Waru (Juice TV), Clarke Gayford (C4), Shelton Woolright (Blindspott and Juice TV), Tau (Spacifix), Brad Carter (Steriogram), Jon Ho (48May), Joel Little (Goodnight Nurse), Lani Purkic (ElemenoP) and Simon Hughes (Falter).
Example of a celebrity message selected for use in the campaign. It features Brad Carter – from Steriogram (currently one of NZ’s most successful bands)
The cinema ad is currently being produced using a new, budget technology called Digital Motion Graphics (DMG). This technology uses still photography and audio to create a high quality ad that, with sufficient creative expertise, can appear as effective as a TVC.
The DMG ad will play prior to individual movies, hand-picked due to the likelihood of their being popular with the target audience.
A txt competition will accompany the cinema ad. The audience will be encouraged to text ‘Smokefree’ to the Youth programme’s txt number for the chance to win one of five Apple iPod Shuffles (provided by Apple NZ for this purpose). All texters will receive an acknowledgment txt that will include a message ‘If yr frnds, family & fav celebs smoke, it’s ezy 2 thnk tht smkg is norml. It’s nt. Most kiwis r smkfree. Thx 4 yr ntry. Gd lck.’ The opportunity to send this powerful message to, potentially, thousands of susceptible smokers strengthens the de-normalising and social disapproval messages within the cinema ad.
As with all marketing activities, a level of risk exists. One risk of this campaign is using celebrities and role models to communicate our (and their) messages. Formal tobacco control research exists that highlights the effectiveness of campaigns using celebrities and role models, and also the ineffectiveness if the celebrity involved takes up or resumes smoking after the campaign is over. For this reason, New Zealand celebrities were selected who present a low-risk of doing so. Their smoking status ranges from proudly smokefree to passionately anti-smoking. Far from endorsing a smokefree lifestyle via a scripted advertisement, the celebrities’ own feelings and values will be used to communicate messages that the Framework for Reducing Smoking Initiation indicates are effective for youth audiences.
Smokefreerockquest
As Smokefreerockquest enters its 18th year, it is now an established part of New Zealand secondary school life, an integral part of the music curriculum and a vital contributor to the New Zealand Music industry.’
Smokefreerockquest continues to be the Youth programme’s largest partnership and contributes to the programme goal of increasing the adoption of smoke-free attitudes and behaviours among young people. Approximately 125,000 young people experience live performances as part of this event, which represents almost 50% of teens in New Zealand! It also provides the Youth programme with exclusive content for TheSet, a powerful link with grass-roots kiwi music, access to role models, and advertising material to use in the Print Media Plan.
Smokefreerockquest events are held at Northland, North Shore, Auckland Central, Auckland Central, Auckland East, Manukau, Waikato, Bay of Plenty, Rotorua, Taranaki, Wanganui, East Coast, Hawkes Bay, Manawatu, Wairarapa, Hutt Valley, Wellington, Nelson/Marlborough, West Coast, Canterbury, Wanaka, Timaru, Otago and Southland.
Smokefree Pacifica Beats
Smokefree Pacifica Beats is the Youth programme’s strongest link with our most at-risk youth, and contributes to the goal of increasing the adoption of smokefree attitudes and behaviours among young people. It also provides the Youth programme with exclusive content for TheSet, a powerful link with grass-roots kiwi hip hop music, access to role models, and advertising material to use in the Print Media Plan.
Smokefree Pacifica Beats is a youth music event celebrating the unique cultural identity of Aotearoa and the Pacific. The event gives all young New Zealand musicians an opportunity to introduce contemporary Maori and Pacific music to a wide audience. Performances are rich in elements such as dance, action, stories and lyrics in Te Reo Maori or a Pacific Language. Smokefree Pacifica Beats has been the catalyst for the launch of successful groups such as Nesian Mystic, Adeaze and Spacifix.
More than 1,800 people attended the heats, finals and National Final events, held in Auckland, Waikato, East Coast and Wellington this year. The addition of hip hop elements (a DJ and a beatboxing and krumping competition between bands) into this year’s event resulted in a stronger connection with our key target audience – Maori and Pacifica Island youth. Expectations will be even higher next year, as the new hip hop format firmly establishes itself as an integral part of the event.
TheSet – Re-Vamp
TheSet website, aimed at kiwi teenagers, continues to send positive health messages through content on contemporary music, sport and ‘street culture’. TheSet is not Smokefree branded, and is the official website for Smokefreerockquest and Smokefree Pacifica Beats and, as of 2007, New Zealand Schools Tour.
 The website is in the process of being updated to ensure it is easier to include interactive features such as video and audio files. TheSet currently has a brilliantly designed hold-page with a count-down to the re-launch and a massive CD single give-away of 2,000 Falter singles for voluntary subscribers to the new-look eNewsletter (please see visual).
As usual, please do not promote TheSet website, as it is carefully and deliberately kept separate to the Smokefree brand. The subtle health messages within its content are considered more effective in an un-branded online environment. TheSet is promoted at Smokefree supported events and via youth print media.
Print Media Plan
The Print Media Plan aims to reduce smoking depictions and referrals in popular youth magazines and increase their smokefree messages. Voluntary smokefree policies have been adopted by approximately 12 of the most popular magazines and work is continuing to increase this number and maintain relationships with publishers to ensure the continuance of their policies.
After a year of working with Rip It Up’s editorial team this youth-targeted, music-based magazine has committed to a 100% smokefree Christmas issue. The issue is now on sale, and is a great example of how ‘normal’ it can be not to see smoking, even in a mainly ‘rock’ focused music magazine. Congratulations to Rip It Up and let’s hope this trend continues into 2007.
The focus for the Auahi Kore programme continues to be on supporting Maori communities to provide, promote and deliver Smokefree events. Through Te Kiwai Auahi Kore a number of community events have already been supported this financial year. The aim is to foster more Auahi Kore settings for Maori and increase the awareness and support for the Auahi Kore kaupapa so that it becomes accepted as ‘the norm’. This, is turn, will reduce exposure to second hand smoke for Maori and will provide positive role models to young Maori. There are a number of Te Kiwai representatives spread across the regions that assist in managing this programme.
Marae continue to be a place of focus. We hope to increase the number adopting an Auahi Kore kaupapa. Development of resources is underway.
I hope you all have a safe and happy holiday. Have a well-deserved rest, and I’ll see you again in the New Year.
For more information on Auahi Kore activities contact MERE (mere@hsc.org.nz).
The SunSmart programme for this summer season has well and truly started; although the weather has not really kept pace!
The priority for SunSmart for this summer, following on from previous years, is to reduce excessive exposure to ultraviolet (UV) radiation, particularly for children under 13, and their caregivers.
This year’s SunSmart campaign started in September with a number of media releases and a number of articles and editorial. Television commercials began at Labour Weekend and SunSmart Week took place from 12 to 18 November. Activity is planned throughout the summer period, including community partnerships with organisations such as Surf Life Saving NZ.
 SunSmart merchandise and printed resources continue to be in demand. You can view the merchandise on www.hsc.org.nz and the printed resources on www.cancernz.org.nz.
You may wish to check out the updated SunSmart website, which now features a new ‘whiz-bang’ section on the Ultraviolet Index for a town near you – just click on the town and you will get UV information for that day.
UV Workshop, April 2006, Dunedin
UV radiation and its effects – an update 2006 is now available following this workshop. If you’d like a copy please let us know. Extended abstracts can be found on http://www.niwascience.co.nz/rc/atmos/uvconference/
Vitamin D
This issue raises its head frequently. The national Position Statement around vitamin D and sun safety The Risks and Benefits of Sun Exposure can be downloaded from the SunSmart website. There will be a scientific forum on the subject in December in Australia and we will have New Zealand representatives there.
Early Detection
The Early Detection Advisory Group has now provided a report to the Ministry of Health. The Group’s purpose was to develop evidence-based policy and strategies for the early detection of skin cancers, particularly melanoma, to reduce mortality. We are now waiting to hear back from the Ministry.
SunSmart Schools
The SunSmart Schools website continues to be a great source of information for those working on sun safety in the school setting, particularly those schools with primary and intermediate students. Check out www.sunsmartschools.co.nz for more information.
For more information please contact WENDY (email wendy@hsc.org.nz) or SUSIE (email susie@hsc.org.nz). You can also check out the framework for 2005-2008, and other SunSmart information, on the website www.sunsmart.org.nz
Cycling and Walking
Bike Wise Gets More People Cycling More Often
First off, thanks to everyone who continues to contribute to the success of the Bike Wise Programme. Together we got approximately 94,000 people on bikes during Bike Wise Week 2006.
Preparation and planning for Bike Wise Week 2007 is well underway. To date we have more than 350 events registered for the Week, including 28 official Go By Bike Days and 20 Mayoral Challenge events.
If you want to register as an event organiser then check out the revamped Bike Wise website www.bikewise.org.nz. Get in quick though as we are only able to support a maximum of 400 co-ordinators.
In preparation for Bike Wise Week the merchandise ‘stable’ has been expanded, including tattoos, lights, new puncture repair kits and stretch T-shirts for men and women (pictured).
Order on-line at www.hsc.org.nz/merchandise/index.php?prdT=Other&filter=3
2006 has been an excellent year for Bike Wise, with Bike Wise Week a finalist in the Marketing Magazine Awards and the Mayoral Challenge winning the Best Cycling Promotion category at the recent Cycle Advocates’ Network Cycle Friendly Awards.
Bike Wise Battle 2007
The Bike Wise Business Battle is a fun, free inter-business challenge that encourages more people to give biking a go. Organisations compete to see who can get the highest percentage of staff on a bike. There are five size categories, which gives any organisation, big or small, a good chance of winning – check out www.bikewisebattle.org.nz for more information.
If you are keen to get more people biking in your region then encouraging people to sign up their organisations in the Business Battle is a great way to achieve this. Bike Wise can send you some fliers that you can pass on to other people who may be keen to have some fun at work while creating a happier, healthier workplace. Contact THOMAS (thomas@hsc.org.nz) to be sent more information and some fliers.
Merry Christmas from the Bike Wise team!
Healthy Eating Healthy Action
New Team Member
We are very pleased to announce that Hereni Coffin recently joined the Healthy Eating Team as the Community and Marketing Co-ordinator. The skills and networks Hereni has developed in her previous role as a health promotion coordinator for the Cancer Society make her an asset to the team.
Programme Development
We are currently developing a new social marketing programme to support the Ministry of Health’s Healthy Eating - Healthy Action (HEHA) strategy. The programme will seek to take a social marketing approach to promoting improved nutrition practices and is set to launch with a mass media advertising campaign in Autumn 2007.
The planning is progressing well, with an initial review of international evidence regarding nutrition-related social marketing. The findings are supporting the campaign direction and to helping establish the specific behaviours that the programme will seek to change. We have also conducted a number of interviews with key figures in the nutrition, education and food industry sectors, including those with experience in working with Maori and Pacific communities to help inform the direction of the programme.
Public Health Reference Group
We have been fortunate to bring together a number of key experts from across the public health nutrition sector to form a Public Health Reference group. The group includes those working in obesity, food security, social marketing and with Maori, Pacific and Asian communities.
The group was established to support the HSC in developing goals, objectives, and strategies for the Healthy Eating programme, and is chaired by Professor Jim Mann, from the department of Human Nutrition at Otago University,
Nutrition Sector Update
The HSC is working closely with Agencies for Nutrition Action (ANA) in developing the social marketing programme. We see this relationship as an important part of making sure we stay in with people working in the nutrition sector and ensuring that the Healthy Eating programme adds value to the work already taking place in the nutrition sector.
We are also working with the Pacific Island Food and Nutrition Action Group (PIFNAG) in planning how the programme will meet the needs of Pacific communities, with a fono taking place in late-November. The HSC is also talking with Te Hotu Manawa Maori about our approach to working with Maori communities.
If you are interested in keeping up to date with developments in the Healthy Eating programme you can join our new database by emailing info@hsc.org.nz, with the subject line “Healthy Eating Database’, and sending your contact details. Or check our website www.hsc.org.nz/nutrition.html for programme updates.
For more information about the programme please contact MICHELLE on michelle@hsc.org.nz or ANNA on anna@hsc.org.nz.
Problem Gambling
The problem gambling team is gaining momentum and size. Kate Garland, also a project manager in HSC’s research team, has joined Teresa to assist with problem gambling marketing and communications.
Work is well underway to develop and implement a social marketing programme to raise awareness and knowledge of gambling harm. The first phase of the programme will work towards helping communities see that problem gambling affects us all.
We are launching the campaign in March next year with a television commercial and radio and print material. The launch will be supported by public health and community action by problem gambling organisations around the country. Health promotion resources will also be available for public health and community organisations.
For more information on this topic area, check out our website at www.hsc.org.nz or contact TERESA (teresa@hsc.org.nz). For information about resource development, contact KATE (kate@hsc.org.nz).
Research and Evaluation
The second half of 2006 has been an eventful one for the Research and Evaluation Unit. Ingrid McDuff joined the Unit in September, having spent a year working in public health research at Simon Fraser University in Vancouver. Before this, Ingrid studied and worked at the School of Population and Health at the University of Auckland. At HSC, Ingrid is contributing to the New Zealand Youth Tobacco Monitor (NZYTM) and the Healthy Eating programme.
We have said farewell to Anaru Waa who, after eight years with HSC, has left to join public health specialists Quigley and Watts. Anaru has made a significant contribution to HSC’s research and evaluation work, as well as to tobacco control research in New Zealand. He will be missed but we wish him well as he takes up this exciting new career opportunity.
Highlights of the Unit's work in the second half of 2006 include:
Tobacco control
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HSC's report to the Ministry of Health on exposure to second-hand smoke in workplaces and support for workplace smoking bans is now available on the second-hand smoke web site. The results from four surveys indicate that exposure to second-hand smoke in the workplace has decreased significantly since the implementation of the amended Smoke-free Environments Act. It also shows that more New Zealanders than ever support the ban on smoking in pubs, bars and nightclub.
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A mini report on exposure to second-hand smoke in the home is also on the second-hand smoke web site. The results show that rates of exposure have decreased significantly since 2003. The proportion of households that permit smoking indoors also has decreased significantly.
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Both of these reports are available at: http://secondhandsmoke.co.nz/reasearch/reports.shtml.
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The survey for the NZYTM, undertaken by HSC and ASH (Action on Smoking and Health), has been completed. The response to the survey was very good, with more than 31,000 students completing a short ‘snapshot’ survey and almost 4,000 completing a more in-depth survey. The NZYTM will improve the evidence available on prevalence and trends of smoking behaviours, as well as increase our understanding of the attitudes and factors associated with teenage smoking. The NZYTM is also part of the World Health Organization's Global Youth Tobacco Survey (GYTS). The results will be released in May 2007. |
Sun safety
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Work is underway to inform the next stage of the SunSmart programme. A review is being carried out for HSC to update our knowledge of the strategies available to reduce harmful exposure to the sun. This will be followed in the first quarter of 2007 by in-depth research to explore the motives for, and barriers to, sun safe behaviours. |
Preventing and minimising gambling harm
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The preliminary research for this programme is continuing. Reports are published on the HSC's web site as they become available - at: http://www.hsc.org.nz/problem-gambling.html. Recent reports include the survey of public health workers in the problem gambling sector and the stocktake of resources available to prevent and minimise gambling harm. |
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The knowledge, behaviours and protective attitudes and behaviours that will help prevent and minimise gambling-related harm are being benchmarked in a nationwide survey taking place before the social marketing campaign begins. Between now and the end of February, 1500 people will be interviewed in their homes. The survey is being carried out for HSC by NRB - National Research Bureau. Preliminary results will be available in March 2007. |
Healthy Eating
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Preliminary research to inform the development of HSC's Healthy Eating programme is also underway. Results will be available in the first quarter of 2007 and a more detailed update on this area of work will be in the next Chat Sheet. |
Walking and Cycling
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The follow-up survey to see to what extent people taking part in Bike Wise Week events have continued to bike or bike more often has been completed. The results are encouraging, with just over one-half of people who had cycled in the last six months saying they had chosen to cycle rather than use another mode of transport since Bike Wise Week and eight out of 10 of these people saying that they had cycled rather than use the car. |
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Planning for the evaluation of Bike Wise 2007 is underway, beginning with surveys of Go By Bike Day participants in February 2007. |
Listening to our customers
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HSC has just completed its annual survey of stakeholders. Feedback from a number of people indicates that we can improve the way we communicate our research results. We shall endeavour to do this by publishing more frequent and shorter reports in 2007. |
For more information on these projects or the work of the Research and Evaluation Unit, please contact SUE, KIRI, STELLA, MELONIE, INGRID or NIGEL. For information about the NZYTM, please contact KATE.
Conferences
Social Marketing Downunder Conference 2007
Registrations have now opened for the Social Marketing Downunder Conference to be held in Wellington 8-9 March 2007. The theme of the 2007 conference is – Sustaining Social Marketing.
Keynote speakers include: Prof. Tim Jackson (an expert in consumer behaviour and sustainability), Dr Jeff French (the director of the recently established Centre for Social Marketing in London) and Prof. Gerard Hastings (a world expert in social marketing). One of the plenary sessions will involve a panel exploring issues around partnering with the private sector in social marketing programmes. This will be facilitated by Linda Clark former host of Nine to Noon. Delegates will also be able to choose from a range of interesting presentations in the parallel sessions. A gateway meeting Maori & Social Marketing – exploring the relationship is being held the day before.
Delegate numbers for the conference will be limited to 220 and registrations will be taken on a first in – first served basis. We urge you to register early to avoid disappointment. Earlybird registration is $600 + GST = $675
To find out more about the conference and to download the registration form go to Social Marketing Downunder 2007 www.socialmarketing.co.nz/development.html
Oceania Tobacco Control Conference
The call for abstracts for the inaugural Oceania Tobacco Control Conference is open with a closing date of 31 January 2007. Abstracts can be submitted through the conference website www.smokefreeoceania.org.nz Don’t miss out on submitting!
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