OUR CAMPUSA Tobacco-Free University

Student Campaign

RE PECT

April 18, 2013 | Geoff Campbell, Megan Christopher, Anke Knospe, Chanda Picott, Jennifer Zink

SITUATIONAL ANALYSIS

Key Publics: Smoking and Non-Smoking

Students

Public Health Campaigns/Initi

atives

One in every five deaths in the U.S. is due to

tobacco-related diseases

1,129 Campuses are Smoke-Free,

766 are Tobacco-Free

Public Health Organizations

(CDC)

Diabetes, Childhood Obesity,

Tobacco-Related Diseases

SWOT ANALYSIS

STRENGTHS

Creating a culture of respect in the Syracuse

community by educating consumers of decisions related to public health

resources

WEAKNESSES

Creating holistic campaigns that require and utilize substantive

research and evaluation measures to track

success and sustainability

OPPORTUNITIES

Media coverage from prominent local and

regional publications and news outlets on tobacco

use

THREATSLack of funding from the

state and university donors

A high number of smokers on campus

GOALS & OBJECTIVES

GO

AL To promote an environment of respect among students by raising awareness of the tobacco-free initiative on campus

OBJ

ECTI

VE Increase awareness of the tobacco-free initiative on campus by 80 percent among non-smoking students by December 2014

OBJ

ECTI

VE Increase awareness of the tobacco-free initiative on campus by 75 percent among smoking students by December 2014

GO

AL To create an environment of respect among students by raising acceptance of the tobacco-free initiative on campus

OBJ

ECTI

VE Increase acceptance of the tobacco-free initiative on campus 25 percent among non-smoking students by December 2015

OBJ

ECTI

VE Increase acceptance of the tobacco-free initiative on campus to 15 percent among smoking students by December 2014.

PHASE 1:

AWARENESS

PHASE 2:

ACCEPTANCE

MESSAGING STRATEGY

RESPECT Relatable Messaging

Not condemning or punishing, but giving a

reason to make the right choice

On-Campus Promotions

Social Media

Media Relations

Official Announcements

On-Campus Events

Integration into Existing Events

STRATEGIES & TACTICS

On-Campus Promotions

SOCIAL MEDIA

Twitter

Facebook

Blog Posts

MEDIA RELATIONS

OFFICIAL ANNOUNCEMENTS

Fact Sheet

Pitch Letters

Position Papers

Emails from the Chancellor

On-Campus Events

New Student Orientation

Juice Jam/Block Party

Integration into Existing Events

Photo Contest

Passport Event

Initial Survey Final SurveyMid-point Survey

EVALUATION

SAMPLE SURVEY

THANK YOU FOR YOUR TIME!

ANY QUESTIONS?