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3 Economic and Political Influences .............................................................................................................3 Public Opinion...............................................................................................................................................4 Research Report ...............................................................................................................................................5 I. Secondary Research .................................................................................................................................5 A. Overview ..............................................................................................................................................5 B. Effects of Secondhand Smoke on Health .......................................................................................5 C. Smokers vs. Nonsmokers ................................................................................................................6 D. Smoke-free vs. Tobacco-free Campuses ......................................................................................6 E. U.S. Tobacco-free Campuses vs. Louisiana Tobacco-Free Campuses ....................................7 II. Overview of Media Coverage ...............................................................................................................7 III. Media Contacts and Local Publications .............................................................................................8 SWOT .................................................................................................................................................................9 I. SWOT Analysis ........................................................................................................................................9 II. Summary of Challenges ....................................................................................................................... 10 III. Problem Statement.............................................................................................................................. 10 Target Audience ............................................................................................................................................. 11 I. Rich Description of the Audience ...................................................................................................... 11 A. The Student ...................................................................................................................................... 11 B. Student Attitudes Breakdown....................................................................................................... 11 II. Primary and Secondary Audience ..................................................................................................... 12 A. Primary............................................................................................................................................... 12 B. Secondary .......................................................................................................................................... 12 III. Secondary Research on the Audience ............................................................................................ 12 A. Demographic of College Smokers............................................................................................... 12 B. Smokers vs. Nonsmokers .............................................................................................................. 12 C. Effects of Secondhand Smoke ....................................................................................................... 13 E. Media Habits ...................................................................................................................................... 14
Table of Contents
General Plan .................................................................................................................................................... 15 I. Goals ......................................................................................................................................................... 15 II. Objectives............................................................................................................................................... 15 III. Strategy .................................................................................................................................................. 15 A. Communication Plan....................................................................................................................... 15 B. Messages ............................................................................................................................................ 17 C. Themes .............................................................................................................................................. 18 D. Channels............................................................................................................................................ 18 IV. Deliverables & Tactics........................................................................................................................ 19 A. SCVNGR Deliverables & Tactics ................................................................................................. 19 B. SmokingWords Deliverables & Tactics....................................................................................... 21 Conclusion ...................................................................................................................................................... 23 Appendix A: References ............................................................................................................................... 25 Appendix B: Past Media Coverage ............................................................................................................. 27 Appendix C: SCVNGR Trek ....................................................................................................................... 28 Appendix D: Deliverables ............................................................................................................................ 30 I. SCVNGR Deliverables.......................................................................................................................... 30 II. Smoking Words Deliverables ............................................................................................................ 40
History
SmokingWords was founded in 2000 by Dr. Judith Sylvester, an associate professor at the LSU Manship School of Mass Communication, as an initiative to change the culture of smoking at LSU. The program was created through a Health Excellence grant from the Board of Regents. Since then, SmokingWords has partnered with the Louisiana Campaign for Tobacco-Free Living, a statewide tobacco-control program funded by a state excise tax on tobacco passed in 2002. SmokingWords newest partner is Fresh Campus, a student -run campaign aimed at encouraging college students to produce social change on campuses by focusing efforts on tobacco-free campus policies.
Culture of Organization
Dr. Sylvester serves as head of the organization and academic adviser. SmokingWords has a board of students who work to get the organizations missions accomplished through social media and student interaction. SmokingWords has participated in national anti-smoking events on the LSU campus such as The Great American Smokeout and National Kick Butts Day. In addition to educating LSU students about the benefits of a tobacco-free campus, SmokingWords has held campus beautification projects where students picked up discarded cigarette butts.
Finances
SmokingWords is financed through various grants that are connected to three tobacco-free initiatives: Board of Regents, Louisiana Campaign for Tobacco-Free Living and Fresh Campus. Its budget is limited. The organization has been unable to fund extensive programs at LSU that would raise awareness of its mission and the importance of a tobacco-free LSU.
Political influences on SmokingWords have included lack of tobacco-free campus legislation, lack of an employee cessation program at LSU and lack of interest in the issue with Student Government and the Faculty Senate.
Public Opinion
SmokingWords is not very well known on the LSU campus or in the Baton Rouge area. Students who are aware of the organizations purpose choose to remain indifferent. Because a tobacco-free campus is a controversial issue many people have been reluctant to get involved. Students at LSU are not aware of the benefits of a tobacco-free campus and the health hazards they face daily from breathing Dr. Judith Sylvester, founder of SmokingWords. Source: SmokingWords secondhand smoke.
Research Report
I. Secondary Research
A. Overview
SmokingWords is an educational program at Louisiana State University whose goal is to promote a tobacco-free campus and lifestyle among college students. Its goal is to bring students together in order to change the attitude of the student body toward smoking. If LSU were to become a tobacco-free campus it would improve the health of students, faculty members and visitors to campus. According to Dr. Sylvester: Approximately one-fourth of LSU students are smokers. Approximately one-fourth of LSU students report that they are negatively affected by secondhand smoke. Approximately half of LSU students are indifferent and dont care if LSU is a tobacco-free campus or not.
There are six universities in Louisiana that are smoke-free (American Nonsmokers Rights Foundation, 2012): Louisiana Delta Community College LSUHSC Shreveport LSUHSC New Orleans Nicholls State University Our Lady of the Lake College Southern University (5 campuses) Fresh Campus, a college advocacy organization sponsored by the Louisiana Tobacco-Free college initiative, is one of the supporters of SmokingWords. Fresh Campus is a student-led campaign whose goal is to empower college students to create change on their campuses by focusing on tobacco-free policies. There are 10 colleges and universities in Louisiana that are part of the Fresh Campus campaign. LSU is located in region two. It is the only university in its region with the Fresh Campus grant.
225 Magazine Contact: Jeff Roedel, Editor Email: Jeff@225BatonRouge.com Phone: 225-214-5225 Notes: Features stories regarding LSU news; a free, monthly publication; people more likely to pick up
The Advocate Contact: Charles Lussier, News & Education Writer Email: CLussier@TheAdvocate.com Phone: 225-388-0331 Notes: Seeks education interest prices; circulation approximately 126,000
Dig Magazine Contact: Keely Kristin, Editor Email: Editor@DigBatonRouge.com Phone: N/A Notes: Features stories regarding LSU news; a free, weekly publication; people more likely to pick up
WAFB Contact: Tyana Williams, Anchor 9 News Reporter Email: TyanaWiliams@WAFB.com Phone: 225-383-999 Notes: Has covered SmokingWords in the past
The Daily Reveille Contact: Andrea Gallo, Editor Email: Editor@LSUReveille.com Phone: 225-578-4811 Notes: Relevant b/c LSU publication; directly targets students
Tiger TV Contact: Ryan Brumley, Station Manger Email: RyanBrum6@yahoo.com Phone: 225-578-6103 Notes: Relevant b/c LSU publication; directly targets students
KLSU Contact: Zachary Diaz, Station Manager Email: StationManager@LKLSURadio.fm Phone: 225-578-8688 Notes: Relevant b/c LSU publication; directly targets students
SWOT
I. SWOT Analysis
Strengths
1. SmokingWords is located at the only college in region two of Louisiana with this grant (My Fresh Campus, 2012). 2. SmokingWords has had several LSU students report that secondhand smoke affects them when walking to class (Client Interview, 2012). 3. SmokingWords has had an existing social media following (Facebook, 2012). 4. SmokingWords is a part of a statewide movement to ban tobacco (My Fresh Campus, 2012).
Weaknesses
1. SmokingWords previous website is out of date with broken links (Fresh Campus/ SmokingWords, 2012). 2. SmokingWords social media profiles have been dormant for months (Client Interview, 2012). 3. SmokingWords does not have many team members in its group (Client Interview, 2012). 4. SmokingWords is a relatively unknown group (Client Interview, 2012).
Opportunities
Threats
1. SmokingWords has students on the LSU campus support the movement (SmokingWords, 2012). 2. SmokingWords can partner with the Student Health Center if it is willing to help with the campaign (Student Health Center, 2012). 3. SmokingWords has found several nonsmoking establishments in Baton Rouge to work with (Tobacco Free Living, 2012). 4. SmokingWords is one of many campuses moving toward being tobacco-free (My Fresh Campus, 2012).
1. SmokingWords has potential resistance from smokers not wanting to quit. One in five people are smokers (Center for Disease Control, 2012). 2. SmokingWords faces indifference from students toward the cause (Branch, 2011). 3. SmokingWords knows most students are unaware that there is no risk-free exposure to secondhand smoke (National Cancer Institute, 2011). 4. SmokingWords faces resistance from the Faculty Senate (Branch, 2011).
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Target Audience
I. Rich Description of the Audience
A. The Student
According to Dr. Sylvester, 70 percent of LSU students are nonsmokers. The typical SmokingWords target student is an 18 to-24-year-old nonsmoker who attends LSU. Regardless of gender, race or background, the SmokingWords typical target student views smoking or tobacco use as a daily annoyance but chooses not to take action in support of banning tobacco use on LSUs campus. He or she does not let smoking prevent him or her from participating in a college lifestyle, for example, going to a bar that allows patrons to smoke inside the establishment.
Directly Affected
This group has heard of SmokingWords and has shown support for a tobacco-free LSU because enacted policies will benefit them. These students may have health issues, such as asthma. They may also have lost family members or close friends from tobacco-related deaths. Environmentalists may be a part of this group, understanding that smoking negatively affects the environment.
Apathetic Advocates
This group has heard of SmokingWords and dislikes smoking and tobacco use. However, they passively participate in advocating for a tobacco-free campus. For example, they will just sign a petition to get a free T-shirt; they may not necessarily help out the organization in direct ways.
Smokers/Opponents/Uninformed
According to Dr. Sylvester, 30 percent of the LSU student population smokes or uses tobacco. This group consists of smokers or friends of smokers who believe smoking and tobacco use are not detrimental to their health or the environment. This group also consists of students who do not know what SmokingWords is or do not fully understand Apathetic Advocate holds SmokingWords T-shirt. the organizations mission. Source: Remy D. Plas
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B. Secondary
The two main groups that make up the SmokingWords secondary audience are faculty and staff and visitors to LSUs campus. In Fall 2011 there were 1,106 part-time and full-time faculty members, and 3,603 part-time and full-time staff members. LSU staff members are administrative, professional, classified and other academic staff. These numbers do not include gratis, transients, graduate assistants, fellows and student employees (LSU, 2012). LSU also hosts several cultural, sporting and entertainment events throughout the year. These events bring both smokers and Events increase the number of smokers on campus. Source: Remy D. Plas nonsmokers to campus.
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E. Media Habits
The tobacco industry targets young audiencesmany smokers begin in their teensbecause they are the future generation of smokers and tobacco profits. Tobacco companies advertise smoking cigarettes as a way to deal with changing environments, something college students deal with on a daily basis. College students are considered replacement smokers because they replace the older generation of smokers who have quit or passed away. Tobacco companies have created specific marketing campaigns to target the replacement smokers (Media Awareness Network, 2002). Tobacco companies also use brand recognition to get their products noticed. Companies put their logos on different promotional items and give them to college students for free. Many tobacco companies even sponsor events at bars or in spring break towns, which leads to an increased number of smokers in the 18-24 category (Media Awareness Network, 2002).
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General Plan
I. Goals
Goal 1: Increase awareness of the harmful effects of smoking and tobacco use. Goal 2: Increase awareness of litter problems on LSUs campus relating to tobacco use. Goal 3: Assist SmokingWords founder, Dr. Judith Sylvester, with planning and execution of The Great American Smokeout event.
II. Objectives
Objective1: Create a promotional campaign for SmokingWords Great American Smokeout and have all promotional materials published by the week of Nov. 13, 2012. Objective 2: Have at least 100 Great American Smokeout attendees sign a petition supporting the ban of tobacco use on LSUs campus. Objective 3: Have at least 15 Great American Smokeout attendees participate in a SCVNGR trek by the end of the event.
III. Strategy
A. Communication Plan
Audience
We planned to raise awareness of the harmful effects of smoking and tobacco use and littering relating to tobacco use among our primary and secondary audiences. Our primary audience consists of non-smoking LSU students age 18-24, who view smoking or tobacco use as a daily annoyance. However, they choose not to take action in support of banning tobacco use on LSUs campus. We broke LSU students up into three categories, but the two categories we wish to target most in our communication plan are the apathetic advocates and the smokers/opponents/uninformed. Our primary audience is frequent users of social media, so most of our messages will be spread through this channel.
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Media
We wrote a media advisory, a letter to the editor and an op-ed to try and get coverage of SmokingWords participation in The Great American Smokeout. The deadline for all written pieces was Nov. 1, 2012, so we would have two weeks to spread the word about the event. We sent the media advisory to The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine, WAFB, TigerTV and KLSU on Nov. 12, 2012. We sent the letter to the editor to written publications including The Daily Reveille, The Advocate, Dig Magazine and 225 Magazine. We only sent the op-ed to The Daily Reveille because it often includes student or professor written opinion columns.
Events
The Great American Smokeout, sponsored by the American Cancer Society, is an annual, nationwide event occurring on Thursday, Nov. 15, 2012. The event challenges and encourages people to stop using tobacco; it also educates people about the many tools they can use to quit. On Thursday, Nov. 15, 2012, from 10 a.m. to 2 p.m., SmokingWords participated in the American Cancer Societys Great American Smokeout in Free Speech Alley in front of the LSU Student Union. At the event we handed out educational information on the dangers of tobacco use, including pamphlets and brochures. We also gave out promotional items, such as portable ashtrays, T-shirts and stickers. We encouraged attendees to sign a petition supporting the ban of tobacco on LSUs campus. SmokingWords utilized a geo-location based mobile application called SCVNGR in conjunction with The Great American Smokeout. The app lets users create treks where friends can discover new places by completing challenges, earning points and unlocking rewards. SCVNGR is also integrated and linkable to other social media sites, including Facebook and Twitter. SmokingWords trek took place Wednesday, Nov. 14, 2012, from 10 a.m. to 2 p.m. in order to publicize The Great American Smokeout held the following day.
Student member of SmokingWords at The Great American Smokeout on Nov. 15. Source: SmokingWords
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B. Messages
We will focus our campaign around the following messages: Message 1: Though students have the right to smoke, it can often infringe upon the rights of nonsmokers. Secondhand smoking on campus is detrimental to nonsmokers. Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to belief, there is no risk-free level of exposure to secondhand smoke (American Lung Association, 2012). There are more than 7,000 chemicals found in secondhand smoke; of these chemicals, 69 are known to cause lung cancer (American Lung Association, 2012).
Message 2: Litter from cigarettes ruins the image of college campuses. LSU has a beautiful campus, but some of that beauty is lost due to the abundance of cigarette butts that can be found on sidewalks, in mulch or in parking lots. They are rarely found in ash trays or garbage cans where they belong.
Message 3: There are other outlets for relieving stress than smoking, such as exercising, meditation, journaling or getting a massage. Studies show that students who suffer from depression are more likely to become smokers and are more likely to have a difficult time quitting than nonsmokers (NIHM, 2012). Nicotine can temporarily calm students, but smoking can lead to more stress when students try to quit or when cigarettes are unavailable (Livestrong, 2012).
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C. Themes
Our campaign will promote the following themes:
Theme 2: Think secondhand smoke doesnt really affect you? Think again.
Theme 3: Cigarette litter on the LSU campus has become a major problem. Lets take our campus back.
D. Channels
In order to convey our messages and themes we used a combination of traditional and modern media outlets. We used the following traditional media channels: WAFB, a local television station; LSU student media including TigerTV, KLSU, and The Daily Reveille; and local newspapers and magazines including The Advocate, Dig Magazine and 225 Magazine. We decided to send the media advisory to WAFB because it has covered SmokingWords in the past. We also chose to send each written piece to LSU student media because their primary audience is the same as oursLSU students. Lastly, we submitted our written pieces to The Advocate, Dig Magazine and 225 Magazine because they commonly include opinion pieces and information about local events in their publications. All pieces released to these outlets were at no cost to SmokingWords. The modern media channels included social media sites like Twitter and Facebook. SmokingWords already had a presence on these channels before this campaign, starting with 47 Facebook fans and 26 Twitter followers.
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Deliverable: Media Advisory Contributors: Kyleigh, Mallory, Mollie & Remy Deadline: Nov. 1, 2012 Tactics: -Sent to media on Nov. 12, 2012 -Followed up via email on Nov. 13, 2012 -Sent again on Nov. 14, 2012 & followed up via phone Distribution: The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine, WAFB, TigerTV & KLSU
Deliverable: Letter to the Editor Contributors: Mallory, Mollie, & Ryan Deadline: Nov. 1, 2012 Tactics: -Sent to media on Nov. 6, 2012 -Followed up via email on Nov. 8, 2012 Distribution: The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine
Deliverable: Flier Contributors: Mollie, Remy & Ryan Deadline: Nov. 12, 2012 Tactics: -Distributed on Nov. 14 &15, 2012 Distribution: LSU Student Union, the LSU Bookstore, the Quad, inside various buildings on campus
Deliverable: Postcard Contributors: Mollie, Remy & Ryan Deadline: Nov. 12, 2012 Tactics: -Distributed on Nov. 14 &15, 2012 Distribution: SmokingWords table in Free Speech Alley
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Media Advisory
We wrote a media advisory, which announced the SCVNGR trek in conjunction with The Great American Smokeout. It also explained to journalists the purpose of SCVNGR and how it was being used in conjunction with the event. Necessary information was provided to let them know how to download and use the mobile application.
We wrote a letter to the editor, which explained the mission of SmokingWords, the purpose of SCVNGR and The Great American Smokeout. We sent these to written publications because they typically publish editorials. We created a flier with a brief explanation of The Great American Smokeout. It also detailed the purpose of SCVNGR as a way to participate The Great American Smokeout. The flier had a QR code that students could scan with their smartphones. It led students to the SmokingWords SCVNGR page, informing them of SCVNGR and how to participate in the trek. We printed 40 fliers and strategically placed them in high-traffic areas on campus. This print media tactic was created to catch the attention of students on campus.
Flier
Postcard
We created a postcard that was distributed at The Great American Smokeout event. The postcard also included a QR code that brought students to the SmokingWords SCVNGR page, informing them of SCVNGR and how to participate in the trek. We printed 40 postcards and put them on the SmokingWords table for people to take with them when they left the event. This print media tactic was successful in promoting the campaign, as tangible materials (like a postcard for attendees to take with them) allows for a greater retention of details.
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Deliverable: Brochure Contributors: Kyleigh & Mollie Deadline: Nov. 26, 2012 Tactics: N/A Distribution: Created for SmokingWords future use
Deliverable: Social Media Brief Contributors: Ryan, Kyleigh, Mallory & Mollie Deadline: Nov. 26, 2012 Tactics: N/A Distribution: Partially implemented throughout the semester, but created for SmokingWords future use as a reference guide to social media
Deliverable: Opinion Editorial Contributors: Ryan, Kyleigh & Mollie Deadline: Nov. 1, 2012 Tactics: -Sent to Media on Nov. 6, 2012 -Followed up via email on Nov. 8, 2012
Deliverable: Template Letter Contributors: Kyleigh, Mallory & Mollie Deadline: Nov. 12, 2012 Tactics: N/A Distribution: Created for SmokingWords future use as a way to contact those who would be beneficial to the cause of SmokingWords
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Brochure
SmokingWords current brochure was very outdated and full of information that was irrelevant to our target audience of college students. We developed a new brochure with the purpose of advertising SmokingWords and its mission. The brochure contained facts about secondhand smoke and listed smoke-free college campuses in Louisiana. It will serve as a general purpose piece for SmokingWords future use.
The social media brief was created as a general outline of what potential tools can best be implemented in future social media campaigns. It explained what we have learned from our experience with SmokingWords current social media tools and made recommendations as to how social media campaigns can best be improved in the future. Future social media campaigns for SmokingWords can use the social media brief as a reference for content.
Opinion Editorial
The opinion editorial was written to help gain exposure for the organization. It focused primarily on the harmful effects of secondhand smoke and the negative effects discarded tobacco products have on the aesthetic beauty of LSUs campus. The opinion editorial encouraged the university to become tobacco-free to benefit students, faculty and visitors to the campus.
Template Letter
The template letter was created as a general piece for SmokingWords to give to other organizations in the surrounding Baton Rouge area. SmokingWords did not have any kind of promotional letter prior to this project, so we thought it was important that the organization has one for future use. The letter provided background information on SmokingWords and encouraged readers to get involved with the organization.
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Conclusion
One of the major problems we faced at the beginning of the semester was SmokingWords low visibility. Most students didnt know that SmokingWords was an organization at LSU. Throughout the semester we have increased student awareness of the organization through social media and participation in The Great American Smokeout. Increasing the visibility has also increased the likelihood of student participation and the likelihood that the student body will receive SmokingWords messages. Overall, our mini-campaign and event execution proved successful. We met all of our deliverables/tactics deadlines for The Great American Smokeout. We obtained more than 200 signatures on a petition to make LSU tobacco-free. The only objective we did not meet was the number of participants in the SCVNGR trek, as only two students participated. This could have been attributed to the fact that the trek occurred in the middle of the day when students were either in class or at work. Unfortunately we were unsuccessful in receiving any media coverage this semester. Making the university tobacco-free is a controversial topic, and media outlets are reluctant to run stories about making the campus tobacco-free because they do not want to appear biased. Media coverage of SmokingWords will increase as the organization starts to gain support from the student body, faculty and staff. In spite of not having media coverage, we were successful in increasing the visibility of SmokingWords to students at LSU, as measured by the attendance at The Great American Smokeout. In the future we recommend that SmokingWords become a student-run organization. We received a stronger response when we communicated student to student. We need to be a voice for the students, and we need to encourage them to take responsibility for their health and university. Dr. Sylvester will remain an important part of the organization, but students need to be the ones running it. Students relate better to other students than they do to faculty members. Thus, Dr. Sylvester should continue to work with SmokingWords, but as the voice for the faculty, not the organization. SmokingWords also needs to strengthen its relationship with the Student Health Center. The Student Health Center is a vital resource LSU students utilize on a daily basis. If SmokingWords and the Student Health Center could come together to educate students and offer cessation assistance, it would benefit everyone. Both organizations are concerned with student health and wellbeing, so it only makes sense that they should join forces to strengthen their messages. SmokingWords would greatly benefit from getting other student groups on campus involved with its cause and events. By teaming up with other groups, the organization can gain support and have more resources and volunteers available. For example, getting student athletes to participate or groups from the music and drama departments might result in positive reactions.
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Lastly, SmokingWords reach does not extend much further outside LSUs campus. To combat this SmokingWords must increase its use of social media. One of the ways SmokingWords can grow its current lack of user interaction would be to like other local, nonsmoking organizations on Facebook. Then SmokingWords can engage with these organizations on their pages and encourage them to join in the conversation on SmokingWor ds Facebook page. By increasing its social media following and interaction among fans and followers, SmokingWords will become more visible in the Baton Rouge community.
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Appendix A: References
"Acute Bronchitis in Adults Diagnosis." PDRhealth. PDR Network, 2011. Web. 2 Oct. 2012. <http://www.pdrhealth.com/diseases/acute-bronchitis-in-adults/diagnosis>. American Nonsmokers' Rights Foundation, 1 July 2012. Web. 3 Oct. 2012. <http://www.no-smoke.org/pdf/smokefreecollegesuniversities.pdf>. Branch, Chris. "Opinion Divided on Smoke-free Campus Issue." WAFB. WAFB, 26 Sept. 2011. Web. 3 Oct. 2012. <http://www.wafb.com/story/15550136/smoking>. Butler, Kim. "Program Aims at Smoke-free SU, LSU Campuses." Southern Digest. N.p., 14 Sept. 2012. Web. 1 Oct. 2012. <http://www.southerndigest.com/2.5410/programaims-at-smoke-free-su-lsu-campuses-1.577823>. "Data & Statistics." MySmokingWords. Website Builder, Mar. 2012. Web. 03 Oct. 2012. <http://www.mysmokingwords.org/Data___Statistics.html>. Egan, David. "Fresh Campus|SmokingWords." Fresh Campus|SmokingWords. N.p., Jan. 2007. Web. 03 Oct. 2012. <http://www.lsu.edu/smokingwords/>. "Fresh Campus/SmokingWords." Fresh Campus/SmokingWords. SmokingWords, n.d. Web. 3 Oct. 2012. <http://www.lsu.edu/smokingwords/>. "Greater Baton Rouge Area | Let's Be Totally Clear." Greater Baton Rouge Area | Let's Be Totally Clear. Tobacco Free Living, 2012. Web. 04 Oct. 2012. <http://www.letsbetotallyclear.org/venues/greater-baton-rouge-area>. Hames, Kara. "Personality and Social Differences of Cigarette Smoking Among College Students." University of South Carolina Upstate Research Journal. University of South Carolina Upstate, 2008. Web. 1 Dec. 2012. <http://www.uscupstate.edu/ uploadedFiles/Academics/Undergraduate_Research/Reseach_Journal/006_ ARTICLE2.pdf>. "Health and Wellness." LSU Student Health Center. Student Health Center, 2012. Web. 4 Oct. 2012. <http://www.shc.lsu.edu/index.php?page=wellness_programs>. Karp, Gregory. "Cigarettes Harm Financial Health Too." Orlando Business News. Orlando Sentinel, 11 Feb. 2007. Web. 2 Oct. 2012. <http://thesent.nl/ODmK6N>. MyFreshCampus. Fresh Campus, n.d. Web. 3 Oct. 2012. <http://myfreshcampus.com/grantees>.
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Parker, Steven. "Smoking and Health: The Facts." HealthGuidance. HealthGuidance for Better Health, 2012. Web. 2 Oct. 2012. <http://www.healthguidance.org/entry/ 6290/1/Smoking-and-Health-The-Facts.html>. "Secondhand Smoke." American Lung Association Fighting for Air. American Lung Association, 2012. Web. 2 Oct. 2012. < http://www.lung.org/stop-smoking/aboutsmoking/health-effects/secondhand-smoke.html>. "Secondhand Smoke and Cancer." National Cancer Institute. National Cancer Institute at the National Institutes of Health, 2011. Web. 2 Oct. 2012. <http://1.usa.gov/NPbZq>. "Secondhand Smoke (SHS) Facts." CDC 24/7: Saving Lives. Protecting People. Center for Disease Control and Prevention, 1 Mar. 2012. Web. 2 Oct. 2012. <http://1.usa.gov/1QCFLr>. "Smoke-free Campus Goal at LSU." - Worcester Telegram & Gazette. N.p., 16 Sept. 2012. Web. 1 Oct. 2012. <http://www.telegram.com/article/20120916/APN/ 309169901/-1/RSS02>. SmokingWords. Facebook, n.d. Web. 3 Oct. 2012. <http://www.facebook.com/SmokingWords/info>. Terrel, Katherine. "WAFB 9 News Baton Rouge, Louisiana News, Weather, Sports, SmokingWords." SmokingWords. N.p., 23 Apr. 2012. Web. 1 Oct. 2012. <http://www.wafb.com/story/17656094/smokingwords>. University Fall Facts. LSU Office of Budget and Planning. Louisiana State University, 2012. Web. 1 Dec. 2012. <http://www.bgtplan.lsu.edu/quickfacts/fall2011/ 2011%20LSU%20Fall%20Facts.pdf>.
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The Varsity Theatre o Title: Rock Out o Challenge Type: Open Response o Challenge Description: Varsity Theatre is one of the very few places in BR that is smoke-free. They host concerts, dancing & much more! Who do you want to watch live at the Varsity? o Point Value: 2 Barnes and Noble at LSU Bookstore o Title: Out in Old, In with New o Challenge Type: Picture o Challenge Description: The new bookstore is such a nice, clean area. Not very smoky compared to other areas of campus. Take a picture of the airplane flying high inside the bookstore. o Point Value: 2 SmokingWords Table-LSU Free Speech Alley o Title: Last But Not Least o Challenge Type: Open Response o Challenge Description: Enter a new fact or statistic about tobacco use that you learned from a SmokingWords member at the table. o Point Value: 2
As a reward for completing the SCVNGR trek, participants received a free T-shirt, which we asked them to wear on Nov. 15 to raise awareness of the Great American Smokeout.
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Appendix D: Deliverables
I. SCVNGR Deliverables
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Media Advisory
SmokingWords 211 Journalism Building Baton Rouge, LA 70803 Phone: 225-578-2067 Email: jsylves@lsu.edu
Media Advisory
FOR IMMEDIATE RELEASE Nov. 12, 2012 FOR MORE INFORMATION, CONTACT: Dr. Judith Sylvester SmokingWords Founder Phone: 2255782067 Email: jsylves@lsu.edu
SmokingWords to hold SCVNGR trek at LSU for the Great American Smokeout What:
Who: When:
SmokingWords will hold a SCVNGR trek to promote the Great American Smokeout, a nationwide event sponsored by the American Cancer Society that encourages and challenges people to stop using tobacco. The SCVNGR trek is an interactive way to promote the Great American Smokeout. SmokingWords is using the hashtag #imaginesmokefreeLSU to promote the event.
SmokingWords is an educational, nonprofit organization at LSU that advocates and promotes a tobaccofree campus and lifestyle among college students. SCVNGR is a geolocation mobile application for smartphones that allows users to check in during various activities to earn points and prizes. Users can interact with friends via Facebook, Twitter and texting. The SCVNGR trek will take place on Wednesday, Nov. 14, 2012, from 10 a.m. to 2 p.m. The Great American Smokeout will take place on Thursday, Nov. 15, 2012 from 10 a.m. to 2 p.m.
Where: Why:
The trek will begin at the SmokingWords table in Free Speech Alley in front of the LSU Student Union. The Student Union is located on Raphael Semmes Road.
How:
Participants will download the SCVNGR mobile application on their smartphones. They can search for the application in their mobile store or scan the QR code that can be found at the SmokingWords table or on fliers located around LSUs campus. Once users have downloaded the application they will be able to find the SmokingWords trek and will be ready to participate. There are eight locations on the SmokingWords trek. Each location has a different challenge for participants to complete. Participants who complete the trek will receive a SmokingWords Tshirt. ###
SmokingWords is using SCVNGR as another way to reach the LSU student body and to encourage their participation in the Great American Smokeout. Participants will learn about various smokefree locations on and around LSUs campus.
mysmokingwords.org
facebook.com/SmokingWords
@SmokingWords
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Nov. 1, 2012
Name Opinion Editor Newspaper Address Dear Editor: Eight hundred colleges in the nation have gone smoke-free. Unfortunately, Louisiana State University is not one of them. SmokingWords is seeking to change this. Founded in 2000 by LSU professor Dr. Judith Sylvester, SmokingWords is an educational program that promotes tobacco-free lifestyles among college students and advocates making LSU a tobaccofree campus. Dr. Sylvester later partnered with The Louisiana Campaign for Tobacco-Free Living, a statewide tobacco-control program funded by a state excise tax on tobacco passed in 2002. SmokingWords is also a partner with Fresh Campus, a campaign that empowers college students to cause social change on campuses by focusing efforts on tobacco-free university policies.
SmokingWords is attempting to make the LSU community more aware of the dangers of tobacco, with the long-term goal of making LSU entirely tobacco-free. On Thursday, Nov. 15, 2012, from 10 a.m. to 2 p.m., SmokingWords will participate in the American Cancer Societys Great American Smokeout in Free Speech Alley in front of the LSU Student Union. According to the American Cancer Societys website, the Great American Smokeout challenges and encourages people to stop using tobacco and helps people know about the many tools they can use to quit and stay quit.
In order to promote and publicize the Great American Smokeout around LSUs campus, SmokingWords has utilized a geo-location based mobile application called SCVNGR. The application lets users create treks where friends can discover new places by completing challenges, earning points and unlocking rewards. Businesses and universities like The Smithsonian Museum and Harvard have taken advantage of SCNVGRs innovative technology. SmokingWords trek will take participants to smokefree locations in and around LSUs campus, ultimately leading them to the Great American Smokeout table. We encourage the publics participation in this event, as well as the SCVNGR trek. Please help SmokingWords spread the word and pledge for a tobacco-free LSU. Sincerely,
mysmokingwords.org
facebook.com/SmokingWords
@SmokingWords
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Flier
www.mysmokingwords.org
When: Nov. 14 and 15 10 a.m.-2 p.m. Where: Free Speech Alley Why: To promote tobacco-free policy at LSU
@SmokingWords
facebookcom/SmokingWords
#imaginesmokefreelsu
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Postcard
www.mysmokingwords.org
Imagine.
#imaginesmokefreelsu
@SmokingWords facebook.com/SmokingWords
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S
mokingWords wants to encourage students to get involved. Litter from tobacco products ruins the image of college campuses. LSU has a beautiful campus, but some of that beauty is lost due to the abundance of cigarette butts that can be found around campus. SmokingWords has organized beautification projects to improve the aesthetic aspects of the campus.
Brochure
Clearing the air would be beneficial for everyone at LSU. Smokers are infringing on the health of nonsmokers. If LSU were to become tobacco-free students would no longer be exposed to the dangers of secondhand smoke, which would improve their quality of health. The goal of SmokingWords is to educate students and to encourage them to take part in our mission. We want students to care about their health and to take responsibility for it. We want students to take pride in their campus and to do their part in making it a better place.
SmokingWords 211 Journalism Building Baton Rouge, LA 70803 Phone: 225-578-2067 Email: jsylves@lsu.edu
Imagine.
www.mysmokingwords.org
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I magine.
Tobacco-Free
LSU
Imagine.
SmokingWords is an educational program at Louisiana State University whose goal is to promote a tobacco-free campus and lifestyle among college students. It was founded in 2000 by Dr. Judith Sylvester, an associate professor at the LSU Manship School of Mass Communication.
About
Imagine a campus without tobacco. Imagine a campus that does not have cigarette butts littering the ground. Imagine a campus where students are not forced to breathe in secondhand smoke that has dangerous implications on their health. Imagine a campus where students take pride in their university and take a stand for their health.
LSU litter-free
A
The Effects of Secondhand Smoke
The goal of SmokingWords is to make LSU a tobacco-free campus by bringing students together to change the attitude of the student body. SmokingWords has partnered with Fresh Campus in this venture. Fresh Campus is a student-led campaign whose goal is to empower college students to create change on their campuses by focusing on tobaccofree policies. If LSU were to become a tobacco-free campus it would improve the health of students, faculty members and visitors to campus.
Mission
ccording to the National Cancer Institute, secondhand smoke is a combination of sidestream and mainstream smokethe smoke emitted by a burning tobacco product and the smoke exhaled by a smoker. Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to belief, there is no risk-free level of exposure to secondhand smoke. The American Lung Association reports that there are more than 7,000 chemicals found in secondhand smoke; of these chemicals, 69 are known to cause lung cancer.
smoke-free policy is primarily concerned with the effects of secondhand smoke, limiting or banning smoke-producing tobacco. A tobacco-free policy is primarily concerned with overall health and an institutions ethics, limiting or eliminating all tobacco products. Tobacco-free policies are put into place to protect the health of all students and faculty. They also help to change the societal social norms about the acceptability of tobacco usage.
Louisiana Delta Community College LSUHSC Shreveport LSUHSC New Orleans Nicholls State University Our Lady of the Lake College Southern University (5 campuses)
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Target
Audience
A.
The
Student
According
to
Dr.
Sylvester,
70
percent
of
LSU
students
are
nonsmokers.
The
typical
SmokingWords
target
student
is
an
18
to-24-year-old
nonsmoker
who
attends
LSU.
Regardless
of
gender,
race
or
background,
the
SmokingWords
typical,
nonsmoking
student
views
smoking
or
tobacco
use
as
a
daily
annoyance
but
chooses
not
to
take
action
in
support
of
banning
tobacco
use
on
LSUs
campus.
He
or
she
does
not
let
smoking
prevent
him
or
her
from
participating
in
a
college
lifestyle,
for
example,
going
to
a
bar
that
allows
patrons
to
smoke
inside
the
establishment.
Many
variables
can
affect
students
opinions
and
perspectives
of
tobacco
use
on
LSUs
campus
or
tobacco
use
in
general.
These
variables
may
include
health
issues,
personal
experience,
family
influence
or
societal
pressures.
Directly
Affected
This
group
has
heard
of
SmokingWords
and
has
shown
support
for
a
tobacco-free
LSU
because
enacted
policies
will
benefit
them.
These
students
may
have
health
issues,
such
as
asthma.
They
may
also
have
lost
family
members
or
close
friends
from
tobacco-related
deaths.
Environmentalists
may
be
a
part
of
this
group,
understanding
that
smoking
negatively
affects
the
environment.
Apathetic
Advocates
This
group
has
heard
of
SmokingWords
and
dislikes
smoking
and
tobacco
use.
However,
they
passively
participate
in
advocating
for
a
tobacco-free
campus.
For
example,
they
will
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Opinion Editorial
SmokingWords 211 Journalism Building Baton Rouge, LA 70803 Phone: 225-578-2067 Email: jsylves@lsu.edu
Americans for Nonsmokers Rights reports that the majority of the U.S. population does not smoke. This is also true across college campuses, as nonsmokers outnumber smokers at all institutions. Nonsmokers are put at risk of being exposed to secondhand smoke while walking to classes. According to the Center for Disease Control, even a small amount of secondhand smoke can be fatal to nonsmokers. As a result of the dangers posed to nonsmokers, many universities have implemented a ban on tobacco usage on their campuses. A full list of these campuses can be found at the following link: http://www.no-smoke.org/pdf/smokefreecollegesuniversities.pdf. Clearly, it is possible for large universities to successfully ban tobacco usage across their campuses, so why has LSU not joined the movement?
The litter caused by discarded cigarette butts on the LSU campus is overwhelming. According to The New York Times, cigarette butts make up one-fourth of the litter across the nation. One trip through the quadrangle at Louisiana State University campus will prove that this statistic hits remarkably close to home. The ground is littered with hundreds of cigarette butts that have been discarded by smokers on campus. In some areas, cigarette butts have accumulated to such an extent that it is hard to see the ground underneath. Adding more ashtrays or disposal sites is not the solution; a majority of smokers do not use them. Imposing harsher consequences for littering could help to alleviate this problem. Internationally our campus is praised for its beauty. Are we really going to allow the litter from tobacco products to take that away? As students who attend Louisiana State University we have a responsibility to petition for the ban of tobacco usage on our campus, which will ultimately lead to cleaner air. Smokers will argue that they have the right to smoke on campus because it is a public university. However, the same argument can be made for the ban of tobacco usage on campus. It is a public university, and a majority of that public does not want to be exposed to the dangerous implications of secondhand smoke or the litter that comes from discarded cigarette butts. A minority of students who smoke are affecting a majority of students who do not. Because of this, students should take action and join SmokingWords in the movement for a tobaccofree campus.
mysmokingwords.org
facebook.com/SmokingWords
@SmokingWords
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Template Letter
SmokingWords 211 Journalism Building Baton Rouge, LA 70803 Phone: 225-578-2067 Email: jsylves@lsu.edu
Todays Date
Mr./Ms. First and Last Name Persons Business Title Name of Persons Organization Organizations Street Address City, State, ZIP Dear __________: Encountering secondhand smoke has become a problem for college campuses nationwide. Secondhand smoke pollutes the air, and the remnants of tobacco products litter the campuses. Imagine LSU as a tobacco-free campus. The air quality would improve, and the campus would be more aesthetically pleasing without discarded tobacco products. The health of the students, faculty and visitors at LSU would dramatically increase. This is the vision SmokingWords has for LSU, and we would like for you to be part of it.
SmokingWords is an educational program at Louisiana State University that promotes a tobacco-free campus and lifestyle among college students. SmokingWords has partnered with Fresh Campus in this venture. Fresh Campus is a student-led campaign whose goal is to empower college students to create change on their campuses by focusing on tobacco-free policies. Secondhand smoke has many adverse effects on a nonsmokers health. Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to popular belief, there is no risk-free level of exposure to it. More than 7,000 chemicals are found in secondhand smoke and of these, 69 are known to cause cancer. Seventy percent of college students are nonsmokers who are forced to encounter secondhand smoke on a daily basis. I hope you will consider partnering with SmokingWords and that you will help us get our message out to the Baton Rouge community. If you have any questions feel free to call or email me. I look forward to speaking with you about helping to improve the health of the students, faculty and visitors at LSU. Sincerely,
mysmokingwords.org
facebook.com/SmokingWords
@SmokingWords
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