VCU Smoke Free Presentation 1

Tobacco Free Campus Communications Campaign

February 1, 2010

Purpose of Meeting

• VCU Health System has requested that Johnson, Inc. develop a communications campaign including programming, creative and conceptual elements to be used to promote awareness of a new Tobacco-Free policy.

Situation Analysis

• In developing this Tobacco Free policy, VCU Health System recognizes medical and scientific authorities, including the U.S. Surgeon General, American Heart Association, American Lung Association, American Cancer Society and the Environment Protection Agency, which have all concluded that tobacco use poses serious health risks to the health of smokers and non-smokers subjected to second hand smoke.

Situation Analysis• Cigarette Smoking is the #1cause of preventable deaths in the U.S.• 35% of Virginia Hospitals currently ban smoking campus-wide

(indoors and outdoors). • Over 10,000 adults die each year in Virginia from smoking or

exposure to second-hand smoke.• Providing a smoke-free workplace is the best way to eliminate

exposure to second-hand smoke. Smokers actually find it easier to reduce/eliminate tobacco use on TFCs.

• Physicians, contractors, patients and visitors are among the 21% of all adult smokers, who will be affected by a tobacco-free policy. Positivity and sensitivity will be crucial in the success of implementation.

• VCU Campus opens directly onto public streets and sidewalks where the authority to ban smoking will be challenged

Sources: American Heart Association, studies by The Joint Commission, The Henry Ford Health System

Demographic Analysis

• 23.5% of Richmond adults smoke tobacco

• The City of Richmond is the only district where there are as many female smokers as males.

• 10.6% of Richmond adults use smokeless tobacco.

Campaign Overview

• The Campaign will consist of two tracks:– Tobacco Free Campus Communications– Cessation Outreach

• The Campaign will kick-off with a pre- launch that starts February 2010, builds momentum through the effective date of June 30, 2010 and beyond.

Campaign Objectives

• To announce and reinforce VCU Health System’s tobacco-free campus policy.

• To support VCU Health System community in the reduction and/or cessation of tobacco use.

Key Messages

• As a national leader in healthcare, VCU Health System is committed to ensuring a safe, healthy environment and quality care for all patients, employees, visitors and the general public who spend time on campus grounds.

• Our commitment to a safe environment and quality care requires us to take all measures to provide clean air throughout our entire campus.

• Studies show that tobacco use, smoking cigarettes and even second hand smoke all have serious health consequences.

• Tobacco use will be prohibited on all areas of the campus, including parking garages, streets and cars within the clean air zones.

• We realize it’s difficult to quit tobacco use. To aid those who want to stop, we are offering cessation services to help individuals quit tobacco use before the policy becomes effective. These sessions will be ongoing.

• Help us to keep our environment clean and our patients, visitors and employees healthy.

Internal Audiences External Audiences

• Board of Directors

• Medical Executive Committee

• Physicians

• Managers/Supervisors

• Employees

• Sponsors/Vendors/Managed Care

• Volunteers

• Patients and Visitors

• Patients and Visitors

• Organizations and Partners

• General Public

• Media

Communications Strategies:

• By Campaign (Tobacco-Free, Cessation)

• By Audience (Internal, External)

• By Medium (PR, Media, Grassroots)

*See attached Communications Grid

Cessation Outreach

Cessation Internal Strategies

• Cessation "TLC" Program for employees

and volunteers                 • TLC "Quit Kits" to all participants           • Web-based tracking of progress             • Cessation Station - Information booth in

main lobby areas • Awareness Activities• Resource Referral Line

Cessation Outreach

Cessation External Strategies

• Cessation Seminars - free and open to

the public• Grassroots Marketing• Speaker's Bureau • Awareness Activities• Resource Referral Line

Cessation Outreach

Measuring Success

• Track number of employees and patients who are reported to use tobacco products on campus (monthly)

• Measure number of hits to the sitelet from the launch date through to the one-year anniversary and beyond

• Online surveys (pre and post launch)

• Monitoring traffic navigation on the website

• Number of participants in Cessation programs/events

• Number of Cessation packets dispersed

• Number of calls to resource referral line

• Cessation Testimonials

Traditional Media

Electronic Media

Electronic Media

Electronic Media - Eblasts

Strategy 4: Monitor customer response to energy efficiency program

Monitoring response allows us to gauge perception, interest and participation

TACTICS:– Utilize methods that will provide Benchmarks and Key Performance

Indicators

• Proactive Polling

– Focus Groups, Pop-Up polls on www.dom.com

• Tracking

– Hits on the website

– Traffic Navigation on website

– Track customers’ contribution to EnergyShare

– Track customer participation in new pilot programs/events

– Track legislative changes to public policy or increase in interest

• Direct

– Postcard surveys included in monthly bill

– Post-Programming/Post-Event surveys

201 West Broad Street6th Floor

Richmond, VA 23220

Phone: 804.644.8515Fax: 804.644.0835

www.johnsonmarketing.com

VCU Health Systems Tobacco Free Campaign

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