Chat Sheet

Both the netball and conference events were fortunate to attract the attendance of Prime Minister Helen Clark, and her opening address at the Smokefree Conference set the tone for two days of learning from many excellent speakers. The conference also offered its 225 participants the opportunity to network and plan for further co-operation around this important health issue. We take this opportunity to thank everyone who contributed to the conference, especially the speakers. Most of the presentations are available for viewing at www.healthsponsorship.co.nz on the conference page. These will be available until December.

The Tobacco Control Research Strategy Steering Group is editing a compilation of most of the presentations – we hope to have this compilation available within six weeks and a copy will be sent to all attendees. This will also be available on the website once completed.

Enclosed is a call for abstracts for the 2005 Social Marketing Conference – we have an impressive list of plenary speakers confirmed already, with one or two to be added. It will be a highlight in 2005, so if you are interested, make sure you put the dates in your diaries now – March 10 and 11. Please distribute the document so no one misses out.

Smokefree… (www.smokefree.co.nz)

Smokefree Community

Legislation
We continue to work with the Ministry of Health on the mass media communications strategy, due to start in mid-November. National initiatives have been planned and, in the interests of consistency of message (which has been determined by the national implementation communications group), it may be helpful to contact MARIJA at HSC on 04 472 5777, LEIGH STURGISS at the Smokefree Coalition on 04 472 0157 or NICOLA HOLDEN on 04 495 4386 or VICKI BLAKE on 04 495 4346 at the MOH to discuss any local initiatives you are planning.

Front cover:
Snap shots from the first morning of the National Smokefree Conference 2004.

On the subject of local advertising, a ‘bar’ and ‘workplaces’ print advertisement has been developed for your use (see below). Most regions have requested and received a CD containing various size PDF advertisements for local placement. If you have not received the CD, please contact MARIJA.

A3 posters (the same as the print advertisements) have also been produced. These were pre-ordered, but there is limited stock available at HSC through MARIJA.

Smokefree Homes
Planning for 2005 is taking place and, as the plan emerges, we will keep you updated through the Chat Sheet and your regional co-ordinators and meetings.

World Smokefree Day
Following recent research among a selection of stakeholders, a planning day for the national World Smokefree Day group will take place in early October. Following this meeting, we will advise details of World Smokefree Day 2005.

Smokefree Sport
The joint HSC/MOH information leaflet for sports clubs (explaining the Smokefree Environments Act) is now available through authorised providers (there is also a limited quantity at HSC). It has also been sent to national sporting bodies and regional sports trusts. We are encouraging these organisations to distribute the leaflet to sports clubs under their jurisdiction.

An exciting development in our relationship with Surfing New Zealand is our alignment to their Scholastics competition. The Smokefree Community and Youth programmes will work in collaboration on this project. It will see our branding and messaging alongside school surfing events in 12 regions next year.

Smokefree Arts
With stage one of the Smokefree Arts research (a broad nationwide electronic survey) complete, we're embarking on stage two. This will involve a closer look at whether Smokefree has motivated the arts to change smoking behaviours. This leg of the research will use three focus groups in specific genres - dance, theatre and technicians. At-risk arts industry workers will be interviewed in each of the four main cities.

The first stage of research revealed that awareness of the value and importance of being Smokefree amongst practitioners is high and their smoking rates seem lower than the national averages. However this good news is tempered by the fact that members of the performing arts industry are exposed to second-hand smoke at a much higher level than other workers. Figures show 91.7% of technicians and 65.5% of dancers believe they are exposed to second hand smoke on at least one day a week (other workplaces report a 21% exposure - Macrae, 2003). Hopefully we will see reductions in these levels after the introduction of new legislation on December 10.

We'll report on the next round of research once it's complete at the beginning of 2005. We'll also let you know how we plan to use the research to improve the Smokefree Arts programme.

Smokefree Community Contacts:
Marija (legislation, Smokefree Homes, World Smokefree Day or Smokefree Sport queries)
Fenn (Smokefree Arts queries)
Kristal (Smokefree Sport queries)

Auahi Kore Panui ... (www.auahikore.co.nz)

Kia ora team. It was great to see so many faces and have a good catch up at the Smokefree conference last month. It finished a busy two weeks, with the Smokefree Speech Competition taking place the week before.

A programme update - Kristal has moved over to the Smokefree Communities programme with Marija. This means that anything that you previously sent to her, will now come to me instead.

From this October to June next year images from partners of the Auahi Kore programme will be appearing in simple and stylish adverts placed in Mana, TuMai and Spasifik magazine. These images carry the tag line “Kia Auahi Kore Ki Te Ao Maori – Making Our Culture Smokefree”. This advertising strategy is an opportunity for our partners to endorse the statement and for the kaupapa to be presented with strong imagery.

On the partnership front, Taki Rua’s production of The Untold Stories of Maui will be in Christchurch, October 15 to November 6, Court 2 Theatre (03) 963 0870. The Auahi Kore Aotearoa Maori Surfing Titles are on in Gisborne on October 23 and 24, and the Aotearoa Maori Touch Tournament is on Dec 4 and 5 at Ngaruawahia. The Maori Sports Awards will be held at the Auckland Showgrounds on Dec 4.

I’m finalising some new resources for use in your day to day mahi, and would appreciate feedback and any other ideas that you may have as to what might help you. I have also been looking at our website and how we can improve the look and functionality of the site. Send any suggestions to MERE.

Smokefree Youth… (www.lungfish.co.nz)

Smokefree WOWquest
The five Smokefree WOWquest events are over, having attracted about 800 student participants and bigger audiences. The theatrical productions were based on the World of WearableArt concept, with performances combining audio tracks, themes, choreography, dance, lighting and student-designed and constructed costumes and sets.

All participants completed questionnaires showing their smoking habits or susceptibility to smoking. This data will be used for evaluation purposes.

Smokefree Pacifica Beats
October 2 saw the National Final of Smokefree Pacifica Beats at the Wellington Town Hall. Seven bands and one solo artist competed for various awards, including the Puoro Reo Award, the Women’s Musicianship Award, the Best Vocals award and Best Stage Image Award. The overall winners were ‘Bopsical’ from Porirua. Bopsical won $2,500 and the opportunity to have two songs professionally recorded.

‘Adeaze’ appeared as the guest act, with Christchurch-based Ahi Kaa and local DJ Nomad. Mai Time presenters and ex-Nesian Mystic member and current Maori TV presenter ‘Awanui’ hosted the event. The audience exceeded 700, a high proportion of whom represented at-risk groups. A Smokefree kaupapa was maintained throughout the event, contributing to the Youth and Auahi Kore programmes’ objective of normalising Smokefree behaviour in social settings.

If you missed the event, you can see it on TV2 later this month. The specials will be screened in two one-hour slots following Mai Time.

Cokesmokefreerockquest
Between May and September 650 school bands participated in the Cokesmokefreerockquest. The six national finalist bands were announced in late September, and will perform at the National Final on October 8 in Auckland. The winners will produce and record a single and a music video for nationwide release and will receive $10,000 of music equipment.

The finalists will perform alongside special guests Goodnight Nurse (2004 NZ School Tour), Falter (2003 Cokesmokefreerockquest winners), and Steriogram (2001 Cokesmokefreerockquest winners, 2002 NZ School Tour and finalist in last week’s prestigious 2004 Vodafone NZ Music Awards in Auckland).

The Cokesmokefreerockquest will be televised by TVNZ and aired on TV2 in a series of half-hour slots on Saturdays, at 5pm starting November 3. The series will be repeated in early 2005.

Convenience Advertising Poster Project
HSC and the ‘Convenience Advertising’ team (which place anti smoking messages in school toilets) have recently completed a research project to assess the attitudes of secondary school students towards anti-smoking poster designs and concepts. The aim of the project was to identify effective concepts for posters to replace existing Convenience Advertising posters in school toilets at various locations across the country.

The research provided valuable information on youth attitudes towards role modelling, health messages, poster designs, social behaviours and HSC brands. Twenty secondary school students of various ethnic backgrounds were interviewed and the main findings included:

• Youth seek to fulfil two underlying needs – the need for self-assertion and the conflicting need for affiliation with others. They desire to be treated as an individual however are driven by the need to belong and to connect with others.
• Smoking meets these two needs through:
- defining their self, asserting independence, control and having ownership over a part of their self;
- feeling affiliation, connected, accepted, belonging.
• Role modelling is most effective in influencing young people where the role model shares obvious similarities (interests, lifestyles, environment etc) with the audience.
• The use of celebrity role models risks being ineffective unless the role model is of particular interest to the audience.
• Young people assert their need for independence and often deny the influence of peer pressure on their attitudes and behaviours. At the same time they cite a fear of being seen as an ‘outcast’ amongst their peers and endorse smoking as a social tool.
• They resent feeling as if they are being judged, however are quick to judge others based on their looks and behaviours.
• They react against authority (rebel) and desire to be given choices rather than be told what to do.
• Smoking is seen as social while non-smoking can be seen as antisocial. ‘It is easier to say yes than to say no’.
• Young people openly talk about the need to look ‘cool’, to appear popular, being stressed, rebelling and being under pressure.
• They are a sophisticated audience – they like simple, clever ideas and irony; however they have ‘poster fatigue’ as they are bombarded by posters everyday.
• They feel like they are being served up repetitive, negative anti-smoking messages.
• The Smokefree brand ‘feels like a command’, ‘is negative’ and means ‘don’t smoke’. It was, however ‘familiar’ and ‘relevant’ to this audience.
• The Lungfish brand caused some confusion among this audience.

Please don’t hesitate to contact HEIDI for further information on the youth programme.

Bike Wise… (www.bikewise.co.nz)

Bike Wise Week - 12-20 February 2005
After three years as the national co-ordinator for Bike Wise Week Thomas Stokell has left us to explore new opportunities. The new co-ordinator is Wayde Beckman. He is currently working one day a week, but will become full time as we get closer to Bike Wise Week and the Bike Wise Business Battle. His email addresses are: bikeweek@healthsponsorship.co.nz and bikewisebattle@healthsponsorship.co.nz

Bike Wise Mountain Bike Jams
Bike Wise is once again the major partner for the mountain bike jams (the only national mountain bike series for 5-13 year olds). The dates for the Jams are confirmed as:

March 20- Christchurch
April 3 - Taupo
April 10 - Dunedin and Invercargill
May 8 - Wellington
May 22 - North Auckland (Woodhill)
May 29 - South Auckland

For more information about the events, check out the website - www.bikewisejams.co.nz or contact the event manager - jill@fordwardthinking.co.nz

SunSmart… (www.sunsmart.co.nz)

The Cancer Society and HSC partnership, which delivers the SunSmart Programme, is shifting into top gear as summer approaches. “Tiger” will again be the face of SunSmart for the summer months, with media starting late October for several weeks and then restarting after Christmas and running for most of the school holiday period. Additionally, a number of activities in summer settings – beach, cricket, summer carnivals, etc - will be sponsored to carry the SunSmart messages and encourage SunSmart policies and behaviours.

SunSmart week starts on November 14. The week aims to remind New Zealanders of the sun-related dangers of our unique climatic and geographic conditions. The message that it doesn’t need to be hot to burn is an important one for New Zealanders to understand. This is one of the reasons why the Ultraviolet Index (UVI) will again be a feature of this summer’s campaign. Both TV1 and TV3 are committed to using this index, as are most radio and print media.

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 big news from the research team is that there are now four of us! Some of you will have met NIGEL GUENOLE at the National Smokefree Conference or the research symposium, where he enjoyed a short but intensive introduction to the area of tobacco control. He is working part time towards completing his PhD in organizational psychology at University of Canterbury, where his research focuses on modelling the impact of group differences in personality and attitudes on socioeconomic achievement.

His role in the research team will be largely focused on quantitative analysis of population level data. This will increase the team’s capacity to analyse and disseminate the large amounts of population information that the HSC collects.

The entire research team attended the Smokefree Conference and research symposium, with Anaru, Julie and Kiri presenting material from current projects. If you missed the presentations or wish to see copies of them, they are available on the Conference page of the Health Sponsorship Council website.

The Youth Lifestyle Study (YLS) 2004 has been completed and data is being collated. First results from the survey are expected in early 2005. Planning for the Pre-teens Survey 2004 is now underway with fieldwork booked to take place in November. This survey will collect information on smoking behaviours, attitudes and knowledge of Year 6 students. This is the first time that we have surveyed Year 6 students.

Evaluation projects for the Smokefree Homes campaign continue with reports based on the 2004 Smokefree Homes population survey to be released during the next couple of months. A qualitative study involving interviews with key stakeholders is also planned, with interviews likely to take place in November. A range of stakeholders who have been involved in developing and delivering the Smokefree Homes campaign at a national level or promoting Smokefree homes and cars in local communities will be invited to participate in this study. If you are contacted, please consider taking part!

For more information on the above projects or any of the work that the research team is involved in, please contact ANARU, KIRI, JULIE or NIGEL.

Reducing Smoking Initiation Project
The Ministry of Health is funding the development of a plan to reduce smoking initiation (including smoking experimentation) in New Zealand. The Health Sponsorship Council manages the project with support from ATAK, Smokefree Coalition and the Cancer Society of New Zealand.

It is anticipated that the plan will contain high level aspirational elements and practical actions that contribute to reducing smoking initiation amongst New Zealanders. It is also anticipated that the project will result in improved co-ordination of purchasing of ‘youth’ tobacco control services in New Zealand.

The project is being informed by a Review Committee, which is represented by individuals with relevant experience and expertise in youth tobacco control. The role of the Review Committee is to provide expert opinion and advice as the project proceeds. The process involves the development of a literature review on reducing smoking initiation (with relevant literature presented on research and interventions for the international and New Zealand contexts), which is then used to inform the development of a national plan for New Zealand.

Allen & Clarke Policy and Regulatory Specialists Ltd are supporting the development of a literature review and the final plan. The project group aims to complete the literature review by the end of October, leading to the development of a high-level and practical action plan by the end of November.

Some information about the project was presented at the recent 2004 National Smokefree Conference, including the issue, process, prevalence data, key audiences, causes (personal, family/whanau and peer, community level, population level) and initial thoughts on actions. Preliminary points from the literature review were released at the conference workshop sessions.

We are planning to engage with key tobacco control stakeholders on the draft action plan as part of the project process. If you are interested in being involved in this process or have any queries, further information and/or feedback on this project please contact either TANE or ANARU.

Shopping list… (www.healthsponsorship.co.nz)

We have extended the specials from the Smokefree Conference - be in quick to take advantage of these great prices:
Tracksuit Jackets $75 down to $40
Polar Fleeces $100 down to $70
Sideline Jackets $70 down to $40

We also have the following new products for sale:

Contrast Polar Fleece - 360gsm anti pill polar fleece, zip front opening, 2 side pockets and draw cord waist, contrast colour inside collar black/charcoal. Sizes Med - XXL $70.

Navy Polar Fleece 340gsm zip through collar front with CCC rugby ball zip puller. Diagonal chest and lower zip pockets. Cover seamed neck, armhole, pockets, cuff and body hem. Plastic toggle adjustment at hem. Sizes Med – XXL $49.

To quench those summer thirsts we have introduced 500ml pump water bottles branded Auahi Kore / Smokefree , $2 per bottle. We also have lip balm at $2.50 per tube.

Happy shopping all! SHARDA

Who’s who

Iain Potter Director (iain@healthsponsorship.co.nz)

Mere Wilson Auahi Kore Manager (mere@healthsponsorship.co.nz)

Marija Vidovich Smokefree Sport Manager (marija@healthsponsorship.co.nz)

Kristal Hyde Smokefree Community Marketing and Communications (kristal@healthsponsorship.co.nz)

Heidi Flaxman Marketing Manager - Youth (heidi@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)

Anaru Waa Research & Evaluation Senior (anaru@healthsponsorship.co.nz)

Kiri Milne Research & Evaluation (kiri@healthsponsorship.co.nz)

Nigel Guenole Research & Evaluation (nigel@healthsponsorship.co.nz)

Julie Gillespie Research & Evaluation (julie@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)

___________________________________________________________________________

1st FLOOR, FULBRIGHT NZ HOUSE, 120 FEATHERSTON STREET,
PO BOX 2142, WELLINGTON
www.healthsponsorship.co.nz www.smokefree.co.nz
www.auahikore.co.nz www.lungfish.co.nz
www.bikewise.co.nz www.sunsmart.co.nz
Telephone 04 472 5777 * Facsimile 04 472 5799