Tobacco Cessation and Prevention Efforts: Stamp Out Smoking Targets Youth Through Grassroots Programs

Background:  Youth tobacco use remains one of Arkansas’s greatest challenges. The 2011 Youth Risk Behavior Surveillance Survey (YRBSS) reveals a decline in the Arkansas youth smoking rate from 34.7 percent to 18.2 percent; nevertheless, this rate remains higher than the national percentage (18.1 percent). Additionally, smokeless tobacco use among male high school students in Arkansas is 20.3 percent—7.5 points above the national average. To help lower youth tobacco use, the Arkansas Department of Health Tobacco Prevention and Cessation Program (TPCP) established four grassroots programs through the SOS media and educational campaign. Each year, SOS strives to implement the following programs:

• Coloring Contest
• Drama Contest
• Essay Contest
• Banners in Schools Educational Program

Program background:  Coloring Contest Implemented through public and private schools, this contest is for students in kindergarten through fifth grade. Artwork features the ‘Clean Air Avengers’ and delivers a prevention message. Drama Contest:  “The Big Pitch Film Festival” Teens in middle, junior and high school create and submit tobacco-free television spots that speak directly to other teens. Essay Contest This prevention contest allows students in grades 2-9 to submit essays about a tobacco-related theme that changes annually. Banners in Schools Educational Program Schools request banners with prevention messages to display in hallways, gymnasiums, auditoriums, and classrooms. Messages focus on how the tobacco industry tries to manipulate youth. The contest is geared toward middle and high school students.

Evaluation Methods and Results:  Success for the programs is measured respectively, by the number of youth participating, video entries, coloring pages, essays or other materials submitted. The number of schools and counties participating, website page views, 'People's Choice' votes, social media engagement, earned media value and press coverage are also measured. Winning videos are placed on statewide or regional media buys. Since 2003,  SOS has received 429 video submissions, 7920 essays and 57526 coloring pages. Additionally, 499 banners have been placed in Arkansas schools. In 2012, 167 schools participated in the Banners Program, placing the SOS message in 69 out of 75 counties and reaching 93,444 Arkansas students. Fiscal year 2013 includes not only evaluation of outputs, but also lesson plan implementation and outcome evaluations from students.

Conclusions:  Each year, these programs impact more students with their respective prevention messages.  Youth are becoming increasingly involved through contest entries and social media channels.  Combined with cutting-edge social media, these programs allow youth to spread tobacco-free messages to peers and adults in an engaging, educational, and impactful way. The programs, combined with other interventions, have contributed to lower smoking rates in Arkansas.

Implications for research and/or practice:  The Centers for Disease Control and Prevention Best Practices have proven successful in reducing tobacco use through comprehensive tobacco control efforts.  State and community interventions include educational campaigns, community engagement, parental involvement or student programs. The Best Practice guidelines are used in developing all SOS grassroots programs. TPCP seeks to share these programs for replication by other states, and as a way to contribute to the national tobacco control evidence base.