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It’s that time of year again – as we all frantically try to complete last-minute tasks, we hope everyone can take some time out to reflect on a successful year. We at HSC have certainly enjoyed working with you all during 2003, and are looking forward to further co-operation next year.
2004 will be another big year for the public health sector – Smokefree/Auahi Kore in particular. The new Smokefree legislation impacts on many environments – some, such as schools almost immediately, and others (bars, clubs, etc) later in the year. These changes are great news for tobacco control in New Zealand, but will require work to ensure that everyone is fully informed and prepared. We are among several entities assisting the Ministry of Health to plan some of the communication activities – if you would like further information please contact Nicola Holden or Vicki Blake at the ministry, or Trevor here at the HSC. Remember that 2004 is Smokefree Conference year. It is likely to be held in August or September – we will keep you posted on the details via future Chat Sheets. |
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The two-day Social Marketing Conference in October was informative and interesting, with about 200 participants. We are still receiving queries about a further conference and we are committed to initiating the next one – perhaps in early 2005.
Our office closes on Friday 19 December and reopens on Monday 5 January. If you need anything from us for January please make sure you allow plenty of time for us to process your order.
Smokefree… (www.smokefree.co.nz)
World Smokefree Day – 31 May 2004
The WSD Group has begun planning for World Smokefree Day 2004. We are likely to promote the second-hand smoke message with a focus on the domestic, workplace and school environments. A final decision will be made when the results of the pre-testing are known.
The WSD team comprises representatives from the Cancer Society, Smokefree Coalition, Te Hotu Manawa Maori, the National Heart Foundation, ATAK, HSC, The Quit Group, ASH and the Asthma and Respiratory Foundation of New Zealand.
Image above:: The Ultraviolet Index was introduced to national weather forecasts at Labour Weekend. Tiger Prawn helped promote it during SunSmart Week, with this newspaper ad on 12 November 2003.
The goal for World Smokefree Day 2004 is to support and encourage Smokefree environments. Objectives include:
• focusing attention on the benefits of being Smokefree in several settings – for example ‘Smokefree homes’, ‘Smokefree workplaces’, and ‘Smokefree schools’ and
• providing local and national tobacco control workers with resources, media releases etc so they can promote the chosen theme.
Health promoters from different organisations will form regional Smokefree teams to promote World Smokefree Day. Resources will thus be used to maximum effect, with minimum duplication. Having a regional Smokefree team or a local working group will also help ensure a good mix of health promotion and legislative/enforcement knowledge.
Several resources will be available – some have been used before but others are yet to be developed. The WSD Group plans to send out an order form to all Smokefree workers early in February, and hopes to attach visuals so you can see samples.
Smokefree Sport ... (www.smokefreesport.co.nz)
Seasons greetings - and a huge thank you for your tireless work in the area of Smokefree Sport this year. Smokefree sporting environments, particularly clubs and stadia, are becoming increasingly commonplace around the country. These settings give us great examples to highlight in our communities, now that the majority of sports clubs will soon be required to be completely Smokefree indoors.
Netball continues to lead in Smokefree sporting environments, and we will keep working at national and regional levels to role model best practise.
Congratulations to the Smokefree Canterbury Bulls rugby league team, which won this year’s Bartercard Cup competition and was recently named Canterbury Winter Sports Team of the Year. Canterbury Rugby League has worked closely with Community & Public Health in Christchurch during the past three years to make a real difference by adopting a strong Smokefree stance and role modelling positive Smokefree behaviours. This has carried through to some of the league clubs in their region that have supported the kaupapa and introduced their own policies.
Early next year will see the Men’s World Softball Championships at Smokefree Ballpark in Christchurch. This facility is now 100% Smokefree and sends a strong message for an international event. Well done to Canterbury Softball for taking the initiative and good luck to the Black Sox in their efforts to claim a third successive world title.
The Smokefree clubs database on www.smokefreesport.co.nz depends on your input if it is going to be an effective tool – so keep those club details coming (there is an electronic form to complete in the Smokefree Clubs area of the website).
Finally, we are always looking for stories for our website, so if you have anything suitable, please contact MARJIA
Auahi Kore Panui ... (www.auahikore.co.nz)
Kia ora everyone. Auahi Kore programme mahi is going well – we are focusing on introducing the new manager (Mere Wilson) and marketing co-ordinator (Kristal Hyde) to the network of health promoters. It’s been great to attend several regional meetings and find out what’s happening and where we can help.
Kristal has been working on two key projects, signage and merchandise packs for kaimahi. Both have been popular at events as they provide a chance to reinforce the Auahi Kore message.
We apologise for a couple of glitches with the pop-up tents - our courier has not always delivered the whole tent. We hope the problem has been rectified.
Speaking of missing bits and pieces, we are not always receiving back our branded vests from events – would a bond system help? Let me know your thoughts.
A key korero from the Auahi Kore conference was the need for consistency and collaboration in the delivery of the message. We have established a regular forum with Te Hotu Manawa Maori’s new Auahi Kore manager Reweti Te Mete. We plan to share ideas and collaborate on key projects where possible. We are also gathering a number of Auahi Kore workers to discuss this issue. For more information please contact MERE or TREVOR, or let us know your thoughts via the Auahi Kore website.
Finally, congratulations on a fantastic year’s mahi. Our thoughts and aroha go out to those who have made a difference. Have a wonderful and safe Christmas and New Year, -nga mihi aroha ki a koutou.
Smokefree Teens… (www.lungfish.co.nz)
Two Chat Sheets ago we discussed marketing the Smokefree message to young people. The first section provided a Smokefree Snapshot and some statistics taken from the Youth Lifestyle. This time we focus on tribes and sub-tribes, and how we segment the young smoker market.
Tribes and Sub-Tribes
There are certain groups of behavioural characteristics that fit within the tribe and sub-tribe definition. These are often classified by type of clothing, music listened to and activities undertaken.
This is one way to target communications to young people. However, with a limited budget and a ‘big’ message aimed at more than one ‘sub-tribe,’ this micro niche marketing is often not possible.
A more useful method of classification is by age and gender segment. Teenagers in the same year group share a similar sophistication of humour, view themselves as individuals and have negative opinions about authority and choice.
HSC has been able to define the different types of smokers through quantitative research – the Youth Lifestyle Study. We have identified the following groups:
• Regular smokers (smoke at least once a day)
• Occasional smokers (smoke at least once monthly but not daily)
• Trialist smokers (have smoked but smoke less often than monthly)
• Those that have never smoked
Due to limited resources, we have identified, and target, the group we are most likely to have a positive influence on. The Smokefree Teens programme focuses most of its communication on the occasional and trialist audience. These smokers tend to be younger, less rebellious, peer-pressured into smoking and are more open to giving up.
This doesn’t mean that we have given up on the regular smokers, or that we don’t care about the ‘never tried smoking’ group. These groups are also exposed to our messages. For more information about any Smokefree Teens initiatives, please contact DONNA.
Bike Wise… (www.bikewise.co.nz)
Bike Wise Week – 14-22 February 2004
National Bike Wise Week is coming up again, so mark it in you diary now. The week is shaping up to be another success, after winning Best Cycling Promotion 2002/03 in the recent CAN Cycle Friendly Awards.
During the week hundreds of different biking events and activities take place, including Bike to Work days, family fun days and the Bike Wise Business Battle. We can provide you with ideas, 'how to' guides, free Bike Wise resources for prizes and contact information. If you are interested in finding out more about Bike Wise Week check out www.bikewise.co.nz or call THOMAS (who's helping Felicity manage the Week).
Bike Wise Business Battle
The battle is a fun part of Bike Wise Week. It's an inter-business competition to see who can get the most bums off office seats and onto bike seats. Prizes include 26 sumptuous morning teas, Kathmandu gear and, for the first time, great Ground Effect gear.
We have made a few improvements to last year's competition, meaning the battle will be better suited to differing experience levels and types of cyclists. Time on the bike, as well as distant, will count.
SunSmart… (www.sunsmart.co.nz)
The past few weeks have been busy, with the introduction of the UVI and the start of sponsorships and the Communications Campaign. SunSmart Week took place and research and evaluation was ‘nailed down.’
Communications Campaign
The first flight of the Tiger television commercials has taken place. Some radio has started, but most advertisements will begin after Christmas. The UV TXT line with Telecom and Vodafone is also operating.
SunSmart Week began on 9 November and provided a focus for health promoters around the country. A large amount of resources have been distributed to promoters and to pharmacies.
Ultraviolet Index
The last six months has seen the introduction of the UVI to weather forecasts. This has been possible thanks to collaboration with organisations such as NIWA and MetService, and the willingness of key media to accept the change.
There has been some resistance to the UVI, but this has worked in SunSmart’s favour. We have had a lot of media interest, resulting in a large number of radio, television and print interviews. These have offered the opportunity to explain the index to the public.
Research
TNS Research (formally NFO) will again be conducting the Communication Campaign Evaluation, and UVI questions will be added.
For any information or feedback contact WENDY at either wendy@healthsponsorship.co.nz or wendy.billingsley@cancer.org.nz, or phone HSC: 04 472 7222, Cancer Soc: 04 494 7270, mobile: 021 176 7563.
Research and Evaluation Unit
The research needs of the second-hand smoke campaign have occupied a large chunk of the research team’s time during the past six months. The most recent set of results are the preliminary findings of concept testing for the home and cars component of the campaign. We will share the final results of this research when the report becomes available.
With the formative aspects of second-hand smoke campaign research drawing to a close, we are now focusing on evaluation of campaign activities. In February 2004 we will use the HSC’s regular Smokefree/Auahi Kore population survey to collect information on smoking behaviours and attitudes, and exposure to and attitudes towards second-hand smoke in private and workplace settings.
This survey, with data collected from the 2003 Smokefree/Auahi Kore survey, will provide information that can be used as a baseline when assessing the impact of the second-hand smoke campaign and changes to the Smoke-free Environments Act.
The unit also continues to work on HSC programme-related projects. The SunSmart Communications Survey is in the field. The purpose of this survey is to monitor the reach and effectiveness of 2003/04 SunSmart communications.
The Smokefree Arts priority audience survey is also in the field. This survey, the first HSC survey to be conducted over the Internet, aims to assess performing arts practitioners’ smoking attitudes and behaviours. Results from both of these surveys will be available in March 2004.
The end of 2003 has seen changes to the unit. Ben Macrae left at the end of October to join the Public Health Intelligence team at the Ministry of Health. We were sorry to see him leave but look forward to working with him again on tobacco-control related work. Valerie Milne has joined the team on a part-time basis and we are recruiting for a full-time researcher to replace Ben.
If you have any questions about research please contact either ANARU or KIRI.
Shopping list… (www.healthsponsorship.co.nz)
Merry Christmas everyone – let’s go Christmas shopping! We have coir door mats at $20, saying 'Welcome, our place is Smokefree". And how about a new, vertical stripe tee shirt (vertical stripes are always more flattering, especially after Christmas overindulgence!) They are available in white, black and royal blue. Our Smokefree/Auahi Kore branded wall clocks are a bargain at $16 (battery not included).
The new Auahi Kore/Smokefree branded lanyards will have a white background, with the logos in full colour. They’ll retail at about $6.
Please ensure your orders needed before the end of the year are with us by Wednesday 17 December and we will do our best to deliver before we close on Friday 19 December.
Thank you all for your support throughout the year – we look forward to doing business with you during 2004. Have a safe and happy holiday!
Who’s who
Iain Potter Director (iain@healthsponsorship.co.nz)
Trevor Shailer Manager, Maori Development andCommunications (trevor@healthsponsorship.co.nz)
Mere Wilson Auahi Kore Manager (to be advised) (mere@healthsponsorship.co.nz)
Marija Vidovich Smokefree Sport Manager (marija@healthsponsorship.co.nz)
Donna Watson Smokefree Teens Manager (donna@healthsponsorship.co.nz)
Felicity Close Communications/PR (felicity@healthsponsorship.co.nz)
Bike Wise Manager
Mon / Weds / Fri only
Fenn Gordon Smokefree Arts Mon only (fenn@healthsponsorship.co.nz)
Tues to Friday contactable at - (fenn@xtra.co.nz)
Wendy Billingsley SunSmart Manager (wendy@healthsponsorship.co.nz)
Kristal Hyde Marketing Co-ordinator (kristal@healthsponsorship.co.nz)
Anaru Waa Research & Evaluation Senior (anaru@healthsponsorship.co.nz)
Kiri Milne Research & Evaluation (kiri@healthsponsorship.co.nz)
Tane Cassidy Manager, Special Projects (tane@healthsponsorship.co.nz)
Monday - Thursday
Debbie Moody Office Manager (debbie@healthsponsorship.co.nz)
Sharda Dahya Merchandise (sharda@healthsponsorship.co.nz)
Zara Wortley Receptionist (zara@healthsponsorship.co.nz)
General Enquiries (info@healthsponsorship.co.nz)
Our office closes on Friday 19 December and reopens on Monday 5 January. If you need anything from us for January please make sure you allow plenty of time for us to process your order.
Smokefree… (www.smokefree.co.nz)
World Smokefree Day – 31 May 2004
The WSD Group has begun planning for World Smokefree Day 2004. We are likely to promote the second-hand smoke message with a focus on the domestic, workplace and school environments. A final decision will be made when the results of the pre-testing are known.
The WSD team comprises representatives from the Cancer Society, Smokefree Coalition, Te Hotu Manawa Maori, the National Heart Foundation, ATAK, HSC, The Quit Group, ASH and the Asthma and Respiratory Foundation of New Zealand.
Image above:: The Ultraviolet Index was introduced to national weather forecasts at Labour Weekend. Tiger Prawn helped promote it during SunSmart Week, with this newspaper ad on 12 November 2003.
The goal for World Smokefree Day 2004 is to support and encourage Smokefree environments. Objectives include:
• focusing attention on the benefits of being Smokefree in several settings – for example ‘Smokefree homes’, ‘Smokefree workplaces’, and ‘Smokefree schools’ and
• providing local and national tobacco control workers with resources, media releases etc so they can promote the chosen theme.
Health promoters from different organisations will form regional Smokefree teams to promote World Smokefree Day. Resources will thus be used to maximum effect, with minimum duplication. Having a regional Smokefree team or a local working group will also help ensure a good mix of health promotion and legislative/enforcement knowledge.
Several resources will be available – some have been used before but others are yet to be developed. The WSD Group plans to send out an order form to all Smokefree workers early in February, and hopes to attach visuals so you can see samples.
Smokefree Sport ... (www.smokefreesport.co.nz)
Seasons greetings - and a huge thank you for your tireless work in the area of Smokefree Sport this year. Smokefree sporting environments, particularly clubs and stadia, are becoming increasingly commonplace around the country. These settings give us great examples to highlight in our communities, now that the majority of sports clubs will soon be required to be completely Smokefree indoors.
Netball continues to lead in Smokefree sporting environments, and we will keep working at national and regional levels to role model best practise.
Congratulations to the Smokefree Canterbury Bulls rugby league team, which won this year’s Bartercard Cup competition and was recently named Canterbury Winter Sports Team of the Year. Canterbury Rugby League has worked closely with Community & Public Health in Christchurch during the past three years to make a real difference by adopting a strong Smokefree stance and role modelling positive Smokefree behaviours. This has carried through to some of the league clubs in their region that have supported the kaupapa and introduced their own policies.
Early next year will see the Men’s World Softball Championships at Smokefree Ballpark in Christchurch. This facility is now 100% Smokefree and sends a strong message for an international event. Well done to Canterbury Softball for taking the initiative and good luck to the Black Sox in their efforts to claim a third successive world title.
The Smokefree clubs database on www.smokefreesport.co.nz depends on your input if it is going to be an effective tool – so keep those club details coming (there is an electronic form to complete in the Smokefree Clubs area of the website).
Finally, we are always looking for stories for our website, so if you have anything suitable, please contact MARJIA
Auahi Kore Panui ... (www.auahikore.co.nz)
Kia ora everyone. Auahi Kore programme mahi is going well – we are focusing on introducing the new manager (Mere Wilson) and marketing co-ordinator (Kristal Hyde) to the network of health promoters. It’s been great to attend several regional meetings and find out what’s happening and where we can help.
Kristal has been working on two key projects, signage and merchandise packs for kaimahi. Both have been popular at events as they provide a chance to reinforce the Auahi Kore message.
We apologise for a couple of glitches with the pop-up tents - our courier has not always delivered the whole tent. We hope the problem has been rectified.
Speaking of missing bits and pieces, we are not always receiving back our branded vests from events – would a bond system help? Let me know your thoughts.
A key korero from the Auahi Kore conference was the need for consistency and collaboration in the delivery of the message. We have established a regular forum with Te Hotu Manawa Maori’s new Auahi Kore manager Reweti Te Mete. We plan to share ideas and collaborate on key projects where possible. We are also gathering a number of Auahi Kore workers to discuss this issue. For more information please contact MERE or TREVOR, or let us know your thoughts via the Auahi Kore website.
Finally, congratulations on a fantastic year’s mahi. Our thoughts and aroha go out to those who have made a difference. Have a wonderful and safe Christmas and New Year, -nga mihi aroha ki a koutou.
Smokefree Teens… (www.lungfish.co.nz)
Two Chat Sheets ago we discussed marketing the Smokefree message to young people. The first section provided a Smokefree Snapshot and some statistics taken from the Youth Lifestyle. This time we focus on tribes and sub-tribes, and how we segment the young smoker market.
Tribes and Sub-Tribes
There are certain groups of behavioural characteristics that fit within the tribe and sub-tribe definition. These are often classified by type of clothing, music listened to and activities undertaken.
This is one way to target communications to young people. However, with a limited budget and a ‘big’ message aimed at more than one ‘sub-tribe,’ this micro niche marketing is often not possible.
A more useful method of classification is by age and gender segment. Teenagers in the same year group share a similar sophistication of humour, view themselves as individuals and have negative opinions about authority and choice.
HSC has been able to define the different types of smokers through quantitative research – the Youth Lifestyle Study. We have identified the following groups:
• Regular smokers (smoke at least once a day)
• Occasional smokers (smoke at least once monthly but not daily)
• Trialist smokers (have smoked but smoke less often than monthly)
• Those that have never smoked
Due to limited resources, we have identified, and target, the group we are most likely to have a positive influence on. The Smokefree Teens programme focuses most of its communication on the occasional and trialist audience. These smokers tend to be younger, less rebellious, peer-pressured into smoking and are more open to giving up.
This doesn’t mean that we have given up on the regular smokers, or that we don’t care about the ‘never tried smoking’ group. These groups are also exposed to our messages. For more information about any Smokefree Teens initiatives, please contact DONNA.
Bike Wise… (www.bikewise.co.nz)
Bike Wise Week – 14-22 February 2004
National Bike Wise Week is coming up again, so mark it in you diary now. The week is shaping up to be another success, after winning Best Cycling Promotion 2002/03 in the recent CAN Cycle Friendly Awards.
During the week hundreds of different biking events and activities take place, including Bike to Work days, family fun days and the Bike Wise Business Battle. We can provide you with ideas, 'how to' guides, free Bike Wise resources for prizes and contact information. If you are interested in finding out more about Bike Wise Week check out www.bikewise.co.nz or call THOMAS (who's helping Felicity manage the Week).
Bike Wise Business Battle
The battle is a fun part of Bike Wise Week. It's an inter-business competition to see who can get the most bums off office seats and onto bike seats. Prizes include 26 sumptuous morning teas, Kathmandu gear and, for the first time, great Ground Effect gear.
We have made a few improvements to last year's competition, meaning the battle will be better suited to differing experience levels and types of cyclists. Time on the bike, as well as distant, will count.
SunSmart… (www.sunsmart.co.nz)
The past few weeks have been busy, with the introduction of the UVI and the start of sponsorships and the Communications Campaign. SunSmart Week took place and research and evaluation was ‘nailed down.’
Communications Campaign
The first flight of the Tiger television commercials has taken place. Some radio has started, but most advertisements will begin after Christmas. The UV TXT line with Telecom and Vodafone is also operating.
SunSmart Week began on 9 November and provided a focus for health promoters around the country. A large amount of resources have been distributed to promoters and to pharmacies.
Ultraviolet Index
The last six months has seen the introduction of the UVI to weather forecasts. This has been possible thanks to collaboration with organisations such as NIWA and MetService, and the willingness of key media to accept the change.
There has been some resistance to the UVI, but this has worked in SunSmart’s favour. We have had a lot of media interest, resulting in a large number of radio, television and print interviews. These have offered the opportunity to explain the index to the public.
Research
TNS Research (formally NFO) will again be conducting the Communication Campaign Evaluation, and UVI questions will be added.
For any information or feedback contact WENDY at either wendy@healthsponsorship.co.nz or wendy.billingsley@cancer.org.nz, or phone HSC: 04 472 7222, Cancer Soc: 04 494 7270, mobile: 021 176 7563.
Research and Evaluation Unit
The research needs of the second-hand smoke campaign have occupied a large chunk of the research team’s time during the past six months. The most recent set of results are the preliminary findings of concept testing for the home and cars component of the campaign. We will share the final results of this research when the report becomes available.
With the formative aspects of second-hand smoke campaign research drawing to a close, we are now focusing on evaluation of campaign activities. In February 2004 we will use the HSC’s regular Smokefree/Auahi Kore population survey to collect information on smoking behaviours and attitudes, and exposure to and attitudes towards second-hand smoke in private and workplace settings.
This survey, with data collected from the 2003 Smokefree/Auahi Kore survey, will provide information that can be used as a baseline when assessing the impact of the second-hand smoke campaign and changes to the Smoke-free Environments Act.
The unit also continues to work on HSC programme-related projects. The SunSmart Communications Survey is in the field. The purpose of this survey is to monitor the reach and effectiveness of 2003/04 SunSmart communications.
The Smokefree Arts priority audience survey is also in the field. This survey, the first HSC survey to be conducted over the Internet, aims to assess performing arts practitioners’ smoking attitudes and behaviours. Results from both of these surveys will be available in March 2004.
The end of 2003 has seen changes to the unit. Ben Macrae left at the end of October to join the Public Health Intelligence team at the Ministry of Health. We were sorry to see him leave but look forward to working with him again on tobacco-control related work. Valerie Milne has joined the team on a part-time basis and we are recruiting for a full-time researcher to replace Ben.
If you have any questions about research please contact either ANARU or KIRI.
Shopping list… (www.healthsponsorship.co.nz)
Merry Christmas everyone – let’s go Christmas shopping! We have coir door mats at $20, saying 'Welcome, our place is Smokefree". And how about a new, vertical stripe tee shirt (vertical stripes are always more flattering, especially after Christmas overindulgence!) They are available in white, black and royal blue. Our Smokefree/Auahi Kore branded wall clocks are a bargain at $16 (battery not included).
The new Auahi Kore/Smokefree branded lanyards will have a white background, with the logos in full colour. They’ll retail at about $6.
Please ensure your orders needed before the end of the year are with us by Wednesday 17 December and we will do our best to deliver before we close on Friday 19 December.
Thank you all for your support throughout the year – we look forward to doing business with you during 2004. Have a safe and happy holiday!
Who’s who
Iain Potter Director (iain@healthsponsorship.co.nz)
Trevor Shailer Manager, Maori Development andCommunications (trevor@healthsponsorship.co.nz)
Mere Wilson Auahi Kore Manager (to be advised) (mere@healthsponsorship.co.nz)
Marija Vidovich Smokefree Sport Manager (marija@healthsponsorship.co.nz)
Donna Watson Smokefree Teens Manager (donna@healthsponsorship.co.nz)
Felicity Close Communications/PR (felicity@healthsponsorship.co.nz)
Bike Wise Manager
Mon / Weds / Fri only
Fenn Gordon Smokefree Arts Mon only (fenn@healthsponsorship.co.nz)
Tues to Friday contactable at - (fenn@xtra.co.nz)
Wendy Billingsley SunSmart Manager (wendy@healthsponsorship.co.nz)
Kristal Hyde Marketing Co-ordinator (kristal@healthsponsorship.co.nz)
Anaru Waa Research & Evaluation Senior (anaru@healthsponsorship.co.nz)
Kiri Milne Research & Evaluation (kiri@healthsponsorship.co.nz)
Tane Cassidy Manager, Special Projects (tane@healthsponsorship.co.nz)
Monday - Thursday
Debbie Moody Office Manager (debbie@healthsponsorship.co.nz)
Sharda Dahya Merchandise (sharda@healthsponsorship.co.nz)
Zara Wortley Receptionist (zara@healthsponsorship.co.nz)
General Enquiries (info@healthsponsorship.co.nz)