Jan 02, 2016
The NC Spit Tobacco Education Program is funded by the
NC Health and Wellness Trust Fund Commission.
Reasons for a “No Spit” All Star Reasons for a “No Spit” All Star CampaignCampaign
• Statewide News Coverage
• Reasonable Cost • Energizes Your Peer
Leaders• Energizes Your
Communities • Educates Youth About ST
Use
• Educates the Public About No Safe Tobacco
• Utilize Athletes and Coaches to Educate Community (Role Models)
• Reward Tobacco Free Life Style
• Invigorate Your Program
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star CampaignsCampaigns
Integrated Marketing Integrated Marketing
• Radio Advertising
• Earned Media
• Direct Mail
• Interactive Media
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star Campaigns: Radio AdvertisingCampaigns: Radio Advertising
• The Sports Flash” (TSF) Radio Network
-customized, local sports reports;
-31 network affiliates in North Carolina;
-506,000 listeners each week.
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star CampaignsCampaigns
Radio Advertising Radio Advertising
• 60-second, 30-second, 15-second commercials
• General message about dangers of spit tobacco
• “No Spit” All-Star Minute
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star CampaignsCampaigns
Earned Media Earned Media • Comprehensive, statewide media
database
• Radio, TV, newspapers, Internet publications
• Press releases each week announcing nominees, winners
• Follow up faxes, phone calls.
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star CampaignsCampaigns Direct Mail Direct Mail
• Info packet to each school in the state: Athletic Directors Head Coaches Principals.
• Each packet contains: Introductory letter “No Spit” Pledges Info about the dangers of spit tobacco
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star CampaignsCampaigns
Nominations & Weekly Voting Nominations & Weekly Voting• E-mail database
-comprehensive e-mail database-solicit nominations from coaches, athletic
directors, news media.• Nominees
-each nominee must sign the “No Spit” pledge-maximum of 10 nominees each week-fans vote for the weekly winner online, via e-mail,
or fax-all weekly winners eligible for All-Star of the Year honor
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star Campaigns: InteractiveCampaigns: Interactive
• Driving traffic to the “No Spit” All-Stars web site:- Voting for All-Stars of the Week, All-Star of the Year;- Voting for ring design to be presented to All-Star of the Year- Downloading of the “No Spit” pledges; and- Links to more info on the dangers of spit tobacco.
• Voting establishes communication with target audience- engages student-athletes, peers, parents, coaches- vote via pop-up window, e-mail, or faxed- gathering e-mail addresses, communicating with audience
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star Campaigns: InteractiveCampaigns: Interactive
• Not a popularity contest
• Measure of community support
• Engages not only the student-athlete’s high school, but entire community
N.C. STEP “No Spit” All-Star N.C. STEP “No Spit” All-Star Campaigns: Event MarketingCampaigns: Event Marketing
• Weekly presentation ceremony for All-Stars of the Week
• Jostens-designed N.C. STEP “No Spit” All-Star of the Year ring
• Presentation at significant event
2008 NC STEP “NO Spit” All Star 2008 NC STEP “NO Spit” All Star Campaign Results Campaign Results
• 682 Announcements on 31 Radio Stations
• 22 Statewide News Releases
• 1,785,550 hits on The Sports Flash Radio Web Site
• SWAT/TATU Teams Invigorated
• Coaches/Athletic Directors/Athletes Educated (More than 400 Letters Statewide)
• Participating Schools Educated
• Communities Educated • Tobacco Prevention
Infrastructure Invigorated