The NC Spit Tobacco Education Program is funded by the

NC Health and Wellness Trust Fund Commission.

NC STEP “No Spit” Football NC STEP “No Spit” Football All-Star CampaignAll-Star Campaign

NC STEP “No Spit” Baseball NC STEP “No Spit” Baseball All-Star Campaign All-Star Campaign

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