imagine lsu smoke-free: smokingwords mini-campaign by magnolia house pr in collaboration with scvgr

7/30/2019 Imagine LSU Smoke-free: SmokingWords mini-campaign by Magnolia House PR in collaboration with SCVGR

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Table of ContentsIntroduction: Overview of Client ................................................................................................................. 3

Mission ............................................................................................................................................................ 3History ............................................................................................................................................................ 3Culture of Organization ............................................................................................................................. 3Finances .......................................................................................................................................................... 3Economic and Political Influences ............................................................................................................. 3Public Opinion............................................................................................................................................... 4

Research Report ............................................................................................................................................... 5I. Secondary Research ................................................................................................................................. 5

A. Overview .............................................................................................................................................. 5B. Effects of Secondhand Smoke on Health ....................................................................................... 5C. Smokers vs. Nonsmokers ................................................................................................................ 6D. Smoke-free vs. Tobacco-free Campuses ...................................................................................... 6E. U.S. Tobacco-free Campuses vs. Louisiana Tobacco-Free Campuses .................................... 7

II. Overview of Media Coverage ............................................................................................................... 7III. Media Contacts and Local Publications ............................................................................................. 8

SWOT ................................................................................................................................................................. 9I. SWOT Analysis ........................................................................................................................................ 9II. Summary of Challenges ....................................................................................................................... 10III. Problem Statement.............................................................................................................................. 10

Target Audience ............................................................................................................................................. 11I. Rich Description of the Audience ...................................................................................................... 11

A. The Student ...................................................................................................................................... 11B. Student Attitudes Breakdown ....................................................................................................... 11

II. Primary and Secondary Audience ..................................................................................................... 12A. Primary............................................................................................................................................... 12B. Secondary .......................................................................................................................................... 12

III. Secondary Research on the Audience ............................................................................................ 12A. Demographic of College Smokers ............................................................................................... 12B. Smokers vs. Nonsmokers .............................................................................................................. 12C. Effects of Secondhand Smoke ....................................................................................................... 13D. Reasons College Students Smoke ............................................................................................... 13E. Media Habits ...................................................................................................................................... 14


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General Plan .................................................................................................................................................... 15I. Goals ......................................................................................................................................................... 15II. Objectives ............................................................................................................................................... 15III. Strategy .................................................................................................................................................. 15

A. Communication Plan ....................................................................................................................... 15

B. Messages ............................................................................................................................................ 17C. Themes .............................................................................................................................................. 18D. Channels ............................................................................................................................................ 18

IV. Deliverables & Tactics ........................................................................................................................ 19A. SCVNGR Deliverables & Tactics ................................................................................................. 19B. SmokingWords Deliverables & Tactics....................................................................................... 21

Conclusion ...................................................................................................................................................... 23

Appendix A: References ............................................................................................................................... 25Appendix B: Past Media Coverage ............................................................................................................. 27

Appendix C: SCVNGR Trek ....................................................................................................................... 28Appendix D: Deliverables ............................................................................................................................ 30I. SCVNGR Deliverables .......................................................................................................................... 30II. SmokingWords Deliverables .............................................................................................................. 35


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Introduction: Overview of Client

Mission

HistorySmokingWords was founded in 2000 by Dr. Judith Sylvester, an associate professor at the LSUManship School of Mass Communication, as an initiative to change the culture of smoking atLSU. The program was created through a Health Excellence grant from the Board of Regents.

Since then, SmokingWords has partnered with the Louisiana Campaign for Tobacco-Free Living,a statewide tobacco-control program funded by a state excise tax on tobacco passed in 2002.SmokingWords newest partner is Fresh Campus, a student-run campaign aimed at encouragingcollege students to produce social change on campuses by focusing efforts on tobacco-freecampus policies.

Culture of OrganizationDr. Sylvester serves as head of the organization and academic adviser. SmokingWords has aboard of students who work to get the organizations missions accomplished through socialmedia and student interaction. SmokingWords has participated in national anti-smoking eventson the LSU campus such as The Great American Smokeout and National Kick Butts Day. Inaddition to educating LSU students about the benefits of a tobacco-free campus,SmokingWords has held campus beautification projects where students picked up discardedcigarette butts.

FinancesSmokingWords is financed through various grants that are connected to three tobacco-freeinitiatives: Board of Regents, Louisiana Campaign for Tobacco-Free Living and Fresh Campus. Itsbudget is limited. The organization has been unable to fund extensive programs at LSU thatwould raise awareness of its mission and the importance of a tobacco-free LSU.

Economic and Political InfluencesEconomically, some insurance agencies have helped cover the costs of cessation aids such asnicotine patches or gum. This could potentially influence people to be motivated to quitsmoking.

SmokingWords is an educational program at Louisiana State Universitythat promotes tobacco-free lifestyles among college students. The

program advocates making LSU a tobacco-free campus.


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Political influences on SmokingWords have includedlack of tobacco-free campus legislation, lack of anemployee cessation program at LSU and lack ofinterest in the issue with Student Government andthe Faculty Senate.

Public OpinionSmokingWords is not very well known on the LSUcampus or in the Baton Rouge area. Students whoare aware of the organizations purpose choose to

remain indifferent. Because a tobacco-free campus isa controversial issue many people have beenreluctant to get involved. Students at LSU are notaware of the benefits of a tobacco-free campus andthe health hazards they face daily from breathingsecondhand smoke.

Dr. Judith Sylvester, founder of SmokingWords.Source: SmokingWords


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Research ReportI. Secondary Research

A. OverviewSmokingWords is an educational program at Louisiana State University whose goal is topromote a tobacco-free campus and lifestyle among college students. Its goal is to bringstudents together in order to change the attitude of the student body toward smoking. If LSUwere to become a tobacco-free campus it would improve the health of students, facultymembers and visitors to campus.

According to Dr. Sylvester:

Approximately one-fourth of LSU students are smokers.

Approximately one-fourth of LSU students report that they are negatively affectedby secondhand smoke.

Approximately half of LSU students are indifferent and dont care if LSU is atobacco-free campus or not.

B. Effects of Secondhand Smoke on Health

Secondhand smoke is a combination of sidestream and mainstream smokethe smoke emittedby a burning tobacco product and the smoke exhaled by a smoker (National Cancer Institute,2011). Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to

belief, there is no risk-free level ofexposure to secondhand smoke(American Lung Association, 2012).There are more than 7,000 chemicalsfound in secondhand smoke; of thesechemicals, 69 are known to cause lungcancer.

Aside from lung cancer, exposure tosecondhand smoke has been linked toheart disease in adults. Around 46,000nonsmokers die from heart disease peryear as a result of exposure tosecondhand smoke (National CancerInstitute, 2011). Secondhand smokecauses increased rates of ear infections,asthma attacks, breathing problems,respiratory infections and a greater risk

for sudden infant death syndrome (SIDS) in young children (Centers for Disease Control andPrevention, 2012). There are 21 million children living in homes where residents or visitorssmoke on a regular basis (American Lung Association, 2012).

Students affecting others with secondhand smoke.Source: http://www.medclient.com/2011/08/31/more-colleges-to-ban-smoking-on-campus/
http://www.medclient.com/wp-content/uploads/2011/08/smoking-on-campus.jpg


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C. Smokers vs. Nonsmokers

One in five Americans is a smoker (Centers for Disease Control and Prevention, 2012).Smokers die significantly earlier than nonsmokers; 13.2 years earlier for men and 14.5 yearsearlier for women (American Lung Association, 2012). In 2005 American smokers spent morethan $80 billion on cigarettes (Centers for Disease Control and Prevention, 2012). A studydone at the University of Pittsburg determined that health and life insurance cost 25-35 percentmore for smokers.

According to Paul Shiffman, director ofthe University of Pittsburghs smokingresearch group, a person who smokes apack of cigarettes a day will spend morethan $1,800 on cigarettes per year, whichis more than what the average Americanspends on clothes per year (OrlandoSentinel, 2007).

Smokers are 50 percent more likely to behospitalized for health issues, and the riskof sudden cardiac death is 2-4 timesgreater for smokers than nonsmokers(HealthGuidance, 2012). Smokers also have a greater risk of developing respiratory illnessesand are more likely to take longer to recover from any illness (PDRhealth, 2011). Whensmokers quit their work productivity increases and their absenteeism decreases (AmericanLung Association, 2012).

D. Smoke-free vs. Tobacco-free CampusesThere are more than 770 smoke-free campuses in the United States (Christian ScienceMonitor, 2012). A smoke-free policy is primarily concerned with the effects of secondhandsmoke, limiting or banning smoke-producing tobacco. A tobacco-free policy is primarilyconcerned with overall health and an institutions ethics, limiting or eliminating all tobaccoproducts. Tobacco-free policies are put into place to protect the health of all students andfaculty. They also help to change the societal social norms about the acceptability of tobaccousage. Removing all tobacco products reduces litter and waste on campuses while preventingstudents from being exposed to the harms of secondhand smoke. Tobacco-free policies letstudents, faculty and guests understand what behaviors are allowed or not allowed on campus(Bacchus Network, 2008).

Left: Nonsmokers lungs. Right: Smokers lungs.Source: http://www.westernreservehospital.org/LungHealth/your-lungs.php


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E. U.S. Tobacco-free Campuses vs. Louisiana Tobacco-FreeCampuses

U.S. Tobacco-Free CampusesCurrently there are around 774 campuses in the U.S. that are 100 percent smoke-free. Of

these, 562 are 100 percent tobacco-free. Out of the 14 Southeastern Conference universities,only five are smoke-free (American Nonsmokers Rights Foundation, 2012):

Auburn University

University of Arkansas

University of Florida

University of Kentucky

University of Missouri

Louisiana Tobacco-Free CampusesThere are six universities in Louisiana that are smoke-free (American Nonsmokers RightsFoundation, 2012):

Louisiana Delta Community College

LSUHSC Shreveport

LSUHSC New Orleans

Nicholls State University

Our Lady of the Lake College

Southern University (5 campuses)

Fresh Campus, a college advocacy organizationsponsored by the Louisiana Tobacco-Freecollege initiative, is one of the supporters of

SmokingWords. Fresh Campus is a student-ledcampaign whose goal is to empower collegestudents to create change on their campusesby focusing on tobacco-free policies. There are10 colleges and universities in Louisiana thatare part of the Fresh Campus campaign.LSU islocated in region two. It is the only university

in its region with the Fresh Campus grant.

II. Overview of Media CoverageSmoking Words has been covered in multiple local and national media outlets including WAFB9 (Terrel), Telegram.com (Smoke-free Campus Goal at LSU) and The Southern Digest (Butler).Coverage has centered on the struggle of the organization to fight university politics to achieveits goals.

Fresh Campus Regional Map. Source: Fresh Campus, 2012


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III. Media Contacts and Local PublicationsThe following publications are local media outlets that will allow us to gain more coverage forSmokingWords geared toward students on the LSU campus:

225 MagazineContact: Jeff Roedel, EditorEmail:[email protected]: 225-214-5225Notes:Features stories regarding LSUnews; a free, monthly publication; peoplemore likely to pick up

The AdvocateContact: Charles Lussier, News &Education WriterEmail: [email protected]: 225-388-0331Notes:Seeks education interest prices;circulation approximately 126,000

Dig Magazine

Contact: Keely Kristin, EditorEmail: [email protected]: N/ANotes:Features stories regarding LSUnews; a free, weekly publication; peoplemore likely to pick up

WAFB

Contact: Tyana Williams, Anchor 9 NewsReporterEmail: [email protected]: 225-383-999Notes:Has covered SmokingWords inthe past

The Daily ReveilleContact: Andrea Gallo, EditorEmail: [email protected]

Phone: 225-578-4811Notes:Relevant b/c LSU publication;directly targets students

KLSUContact: Zachary Diaz, Station ManagerEmail: [email protected]: 225-578-8688Notes:Relevant b/c LSU publication; directly targets students

Tiger TVContact: Ryan Brumley, Station MangerEmail: [email protected]

Phone: 225-578-6103Notes:Relevant b/c LSU publication;directly targets students
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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SWOT

I. SWOT Analysis

Strengths

1. SmokingWords is located at theonly college in region two ofLouisiana with this grant (MyFresh Campus, 2012).

2. SmokingWords has had severalLSU students report thatsecondhand smoke affects them

when walking to class (ClientInterview, 2012).3. SmokingWords has had an

existing social media following(Facebook, 2012).

4. SmokingWords is a part of astatewide movement to bantobacco (My Fresh Campus,2012).

Weaknesses

1. SmokingWords previous websiteis out of date with broken links(Fresh Campus/ SmokingWords,2012).

2. SmokingWords social mediaprofiles have been dormant formonths (Client Interview, 2012).

3. SmokingWords does not havemany team members in its group(Client Interview, 2012).

4. SmokingWords is a relativelyunknown group (Client Interview,2012).

Threats

1. SmokingWords has potentialresistance from smokers notwanting to quit. One in five peopleare smokers (Center for DiseaseControl, 2012).

2. SmokingWords faces indifferencefrom students toward the cause(Branch, 2011).

3. SmokingWords knows moststudents are unaware that there isno risk-free exposure tosecondhand smoke (NationalCancer Institute, 2011).

4. SmokingWords faces resistancefrom the Faculty Senate (Branch,2011).

Opportunities

1. SmokingWords has students onthe LSU campus support themovement (SmokingWords,2012).

2. SmokingWords can partner withthe Student Health Center if it iswilling to help with the campaign(Student Health Center, 2012).

3. SmokingWords has found severalnonsmoking establishments in

Baton Rouge to work with(Tobacco Free Living, 2012).

4. SmokingWords is one of manycampuses moving toward beingtobacco-free (My Fresh Campus,2012).


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II. Summary of ChallengesSmokingWords faces a great deal of resistance, particularly from smokers on campus as well asFaculty Senate members who do not support the mission (Branch, 2011). As one in fiveAmericans are nonsmokers (Secondhand Smoke, 2012), there is potentially a large group of

people who might object to the ban of tobacco. The SmokingWords team is not very large, andmembers have not come together to structure an overall plan for the semester.

Most students do not realize the dangers of secondhand smoke, which can include a greaterrisk of heart disease (Secondhand Smoke and Cancer, 2011). Students are also unaware of thefinancial costs of smoking, as smokers spend more than $1,800 on cigarettes per year (Karp,2007). Finally, students are not fully aware of the dangers of secondhand smoke because thereis no risk-free exposure (Karp, 2007). The organization has a social media presence that hasbeen somewhat neglected for months. Its website is outdated and contains broken links (FreshCampus/SmokingWords, 2012).

These findings helped to develop a campaign for SmokingWords. The large amount of potential

resistance has helped narrow down a target audience for the organization during this campaign.The fact that most students were unaware of so many key factors in secondhand tobacco useopened the door for discussion and more engagement among nonsmokers who may beindifferent. Finally, the dormant state of the organizations social media sites left room for

future improvement. The sites, which were created and updated by previous agencies, weregiven to SmokingWords members in an attempt to give them a continuous source ofengagement with the community. The sites were not well maintained.

III. Problem Statement

The research has led us to believe that SmokingWordsneeds a stronger presence on LSUs campus in order to lower the

level of student indifference toward the dangers of tobaccouse on and off campus.


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Target AudienceI. Rich Description of the Audience

A. The StudentAccording to Dr. Sylvester, 70 percent of LSU students are nonsmokers. The typicalSmokingWords target student is an 18 to-24-year-old nonsmoker who attends LSU. Regardlessof gender, race or background, the SmokingWords typical target student views smoking ortobacco use as a daily annoyance but chooses not to take action in support of banning tobaccouse on LSUs campus. He or she does not let smoking prevent him or her from participating ina college lifestyle, for example, going to a bar that allows patrons to smoke inside theestablishment.

B. Student Attitudes Breakdown

Many variables can affect students opinions and perspectives of tobacco use on LSUs campusor tobacco use in general. These variables may include health issues, personal experience, familyinfluence or societal pressures.

Directly AffectedThis group has heard of SmokingWords and has shown support for a tobacco-free LSU becauseenacted policies will benefit them. These students may have health issues, such as asthma. Theymay also have lost family members or close friends from tobacco-related deaths.Environmentalists may be a part of this group, understanding that smoking negatively affects theenvironment.

Apathetic AdvocatesThis group has heard of SmokingWords and dislikessmoking and tobacco use. However, they passivelyparticipate in advocating for a tobacco-free campus.For example, they will just sign a petition to get afree T-shirt; they may not necessarily help out theorganization in direct ways.

Smokers/Opponents/UninformedAccording to Dr. Sylvester, 30 percent of the LSUstudent population smokes or uses tobacco. Thisgroup consists of smokers or friends of smokers

who believe smoking and tobacco use are notdetrimental to their health or the environment. Thisgroup also consists of students who do not knowwhat SmokingWords is or do not fully understandthe organizations mission.

Apathetic Advocate holds SmokingWords T-shirt.Source: Remy D. Plas


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II. Primary and Secondary Audience

A. Primary

LSU students, age 18-24, are the primary target audience. LSUs overall enrollment is 29,549students for the Fall 2012 semester. Fifty-two percent of students are female, and 48 percent ofstudents are male. The university has brought in its largest freshman class since admissionstandards were implemented in 1988. The minority population at LSU has also increased; theAfrican American and Hispanic student enrollment numbers have reached their highest points(LSU, 2012).

B. Secondary

The two main groups that make up theSmokingWords secondary audience are facultyand staff and visitors to LSUs campus. In Fall 2011there were 1,106 part-time and full-time faculty

members, and 3,603 part-time and full-time staffmembers. LSU staff members are administrative,professional, classified and other academic staff.These numbers do not include gratis, transients,graduate assistants, fellows and student employees(LSU, 2012). LSU also hosts several cultural,sporting and entertainment events throughout theyear. These events bring both smokers andnonsmokers to campus.

III. Secondary Research on the AudienceA. Demographic of College Smokers

Everyday more than 6,000 adolescents smoke for the first time, and half of them will becomeregular smokers. More than 22 million women in the United States smoke cigarettes daily, andtobacco kills more than 500,000 women worldwide per year. The more formal education awoman receives, the less likely she is to become a smoker. Adults with 16 or more years ofeducation have the lowest smoking prevalence (Oral Cancer Foundation, 2010).

B. Smokers vs. Nonsmokers

Smokers are unable to compete well with nonsmokers in athletic events. Exercising can also beproblematic for smokers because the adverse effects of smoking makes their hearts beat faster,which can lead to a decrease in circulation and shortness of breath. Smokers have a higher riskfor developing lung, bladder, stomach and throat cancers. They are also more prone toemphysema, heart disease, stroke, bronchitis, pneumonia, colds and the flu. Thus, smokers takelonger to recover from illness or infections than nonsmokers (Livestrong, 2012).

Events increase the number of smokers on campus.Source: Remy D. Plas


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C. Effects of Secondhand Smoke

Adults and children can inhale secondhand smoke and are exposed to the negative effects it canhave on their health, including throat and bronchial irritation. Respiratory decline can occur dueto bronchitis and pneumonia. Side effects can include wheezing, coughing, phlegm and shortnessof breath (Livestrong, 2012). Between 400,000 and 1,000,000 asthmatic children have theircondition worsened by exposure to secondhand smoke (Oral Cancer Foundation, 2012).Pregnant women can also transfer secondhand smoke to their developing babies.

D. Reasons College Students Smoke

Many college students smoke as a way to relieve anxiety and stress, and smoking typically takesplace before, after or during stressful events or situations (Hames, 2008). Studies show thatstudents who suffer from depression are more likely to become smokers and are more likely tohave a difficult time quitting than nonsmokers (NIHM, 2012). In a recent survey, 31.9 percent ofcollege smokers said they smoke to help with their depression symptoms (Texas Tech, 2012).Nicotine can temporarily calm students, but smoking can lead to more stress when students tryto quit or when cigarettes are unavailable (Livestrong, 2012).

College students, predominantly women, smokeas a way to control their weight. Collegefreshman have to adjust to eating in cafeteriasthat dont limit their food intake. Time andbudget constraints cause students to eat more

junk food, which often has higher caloriecontent. Because nicotine is an appetitesuppressant, students use cigarettes as dietingtools. When people quit smoking they tend to

gain weight; this makes women less likely tostop smoking because it will impact theirphysical appearance (Livestrong, 2012).

College students are also impacted by theirpeer groups and social pressures. Some collegestudents try to reinvent themselves after highschool graduation. This may involve themfinding a new peer group or surroundingthemselves with different influences. Studentswho party typically tend to become smokers, especially when drinking is involved (Livestrong,

2012). Many college students consider themselves to be social smokers. Social smokers donot consider themselves to be regular smokers and consider their smoking to be harmless; theysmoke when theyre with groups of people, at parties or while drinking. Social smokers dont

believe they have a nicotine dependency or that their health is compromised; they often believethey will quit smoking once they graduate from college, but thats typically not the case. Socialsmoking results in three different options: quitting, becoming regular smokers or becomingheavy smokers (Indiana State, 2007).

Social Smoking is prevalent among college women.Source: http://www.msnbc.msn.com/id/31332905/ns/health-addictions/t/memo-infrequent-puffers-its-still-smokin /#.UL1iDKV A E


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E. Media Habits

The tobacco industry targets young audiencesmany smokers begin in their teensbecausethey are the future generation of smokers and tobacco profits. Tobacco companies advertisesmoking cigarettes as a way to deal with changing environments, something college studentsdeal with on a daily basis. College students are considered replacement smokers because theyreplace the older generation of smokers who have quit or passed away. Tobacco companieshave created specific marketing campaigns to target the replacement smokers (MediaAwareness Network, 2002).

Tobacco companies also use brand recognition to get their products noticed. Companies puttheir logos on different promotional items and give them to college students for free. Manytobacco companies even sponsor events at bars or in spring break towns, which leads to anincreased number of smokers in the 18-24 category (Media Awareness Network, 2002).


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General Plan

I. Goals

II. Objectives

III. Strategy

A. Communication Plan

Audience

We planned to raise awareness of the harmful effects of smoking and tobacco use and litteringrelating to tobacco use among our primary and secondary audiences. Our primary audienceconsists of non-smoking LSU students age 18-24, who view smoking or tobacco use as a dailyannoyance. However, they choose not to take action in support of banning tobacco use onLSUs campus. We broke LSU students up into three categories, but the two categories wewish to target most in our communication plan are the apathetic advocates and the

smokers/opponents/uninformed. Our primary audience is frequent users of social media, somost of our messages will be spread through this channel.

Goal 1: Increase awareness of the harmful

effects of smoking and tobacco use.

Goal 2: Increase awareness of litter problemson LSUs campus relating to tobacco use.

Goal 3: Assist SmokingWords founder, Dr. Judith Sylvester, with

planning and execution of The Great American Smokeout event.

Objective1:Create a promotional campaign for SmokingWords Great American

Smokeout and have all promotional materials published by the week of Nov. 13, 2012.

Objective 2: Have at least 100 Great American Smokeout attendeessign a petition supporting the ban of tobacco use on LSUs campus.

Objective 3: Have at least 15 Great American Smokeout

attendees participate in a SCVNGR trek by the end of the event.


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MediaWe wrote a media advisory, a letter to the editorand an op-ed to try and get coverage ofSmokingWords participation in The GreatAmerican Smokeout. The deadline for all written

pieces was Nov. 1, 2012, so we would have twoweeks to spread the word about the event. Wesent the media advisory to The Daily Reveille, TheAdvocate, Dig Magazine, 225 Magazine, WAFB,TigerTV and KLSU on Nov. 12, 2012. We sent theletter to the editor to written publications includingThe Daily Reveille, The Advocate, Dig Magazine and225 Magazine. We only sent the op-ed to The DailyReveille because it often includes student orprofessor written opinion columns.

EventsThe Great American Smokeout, sponsored by the American Cancer Society, is an annual,nationwide event occurring on Thursday, Nov. 15, 2012. The event challenges and encouragespeople to stop using tobacco; it also educates people about the many tools they can use to quit.

On Thursday, Nov. 15, 2012, from 10 a.m. to 2 p.m., SmokingWords participated in theAmerican Cancer Societys Great American Smokeout in Free Speech Alley in front of the LSUStudent Union. At the event we handed out educational information on the dangers of tobaccouse, including pamphlets and brochures. We also gave out promotional items, such as portable

ashtrays, T-shirts and stickers. Weencouraged attendees to sign a petitionsupporting the ban of tobacco on LSUscampus.

SmokingWords utilized a geo-locationbased mobile application called SCVNGRin conjunction with The Great AmericanSmokeout. The app lets users createtreks where friends can discover newplaces by completing challenges, earningpoints and unlocking rewards. SCVNGRis also integrated and linkable to othersocial media sites, including Facebook

and Twitter. SmokingWords trek tookplace Wednesday, Nov. 14, 2012, from10 a.m. to 2 p.m. in order to publicizeThe Great American Smokeout held thefollowing day.

Student member of SmokingWords atThe Great American Smokeout on Nov. 15.Source: SmokingWords

Great American Smokeout ad.Source: www.cancer.org/Smokeout


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B. Messages

We will focus our campaign around the following messages:

Message 1: Though students have the right to smoke, it can often infringe upon the

rights of nonsmokers. Secondhand smoking on campus is detrimental to nonsmokers.Secondhand smoke is responsible for almost 50,000 deaths per year and contrary tobelief, there is no risk-free level of exposure to secondhand smoke (American LungAssociation, 2012). There are more than 7,000 chemicals found in secondhand smoke;of these chemicals, 69 are known to cause lung cancer (American Lung Association,2012).

Message 2: Litter from cigarettes ruins the image of college campuses. LSU has abeautiful campus, but some of that beauty is lost due to the abundance of cigarettebutts that can be found on sidewalks, in mulch or in parking lots. They are rarely found

in ash trays or garbage cans where they belong.

Message 3: There are other outlets for relieving stress than smoking, such asexercising, meditation, journaling or getting a massage. Studies show that students whosuffer from depression are more likely to become smokers and are more likely to havea difficult time quitting than nonsmokers (NIHM, 2012). Nicotine can temporarily calmstudents, but smoking can lead to more stress when students try to quit or when

cigarettes are unavailable (Livestrong, 2012).


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C. Themes

Our campaign will promote the following themes:

D. Channels

In order to convey our messages and themes we used a combination of traditional and modernmedia outlets. We used the following traditional media channels: WAFB, a local televisionstation; LSU student media including TigerTV, KLSU, and The Daily Reveille; and local

newspapers and magazines including The Advocate, Dig Magazine and 225 Magazine. Wedecided to send the media advisory to WAFB because it has covered SmokingWords in thepast. We also chose to send each written piece to LSU student media because their primaryaudience is the same as oursLSU students. Lastly, we submitted our written pieces to TheAdvocate, Dig Magazine and 225 Magazine because they commonly include opinion pieces andinformation about local events in their publications. All pieces released to these outlets were atno cost to SmokingWords. The modern media channels included social media sites like Twitterand Facebook. SmokingWords already had a presence on these channels before this campaign,starting with 47 Facebook fans and 26 Twitter followers.

Theme 1:Imagine smoke-free LSU.

Theme 2:Think secondhand smoke doesnt really affect you? Think again.

Theme 3:Cigarette litter on the LSU campus has become a major problem.

Lets take our campus back.

Theme 4:You chose to smoke. You can choose to quit.


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IV. Deliverables & Tactics

A. SCVNGR Deliverables & Tactics

We created the following deliverables to promote our SCVNGR trek in association with TheGreat American Smokeout:

Deliverable: Media Advisory

Contributors: Kyleigh, Mallory,

Mollie & Remy

Deadline: Nov. 1, 2012

Tactics:

-Sent to media on Nov. 12, 2012

-Followed up via email on Nov.

13, 2012

-Sent again on Nov. 14, 2012 &

followed up via phone

Distribution: The Daily Reveille,

The Advocate, Dig Magazine, 225

Magazine, WAFB, TigerTV & KLSU

Deliverable: Letter to the Editor

Contributors: Mallory, Mollie, &

Ryan


Tactics:

-Sent to media on Nov. 6, 2012


8, 2012

Distribution: The Daily Reveille,

The Advocate, Dig Magazine, 225

Magazine

Deliverable: Flier

Contributors: Mollie, Remy &

Ryan


Tactics:

-Distributed on Nov. 14 &15,

2012

Distribution: LSU Student Union,

the LSU Bookstore, the Quad, inside

various buildings on campus

Deliverable: Postcard

Contributors: Mollie, Remy &

Ryan


Tactics:

-Distributed on Nov. 14 &15,

2012

Distribution: SmokingWords table

in Free Speech Alley


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Media AdvisoryWe wrote a media advisory, which announced the SCVNGR trek in conjunction with TheGreat American Smokeout. It also explained to journalists the purpose of SCVNGR and how it

was being used in conjunction with the event. Necessary information was provided to let themknow how to download and use the mobile application.

Letter to the EditorWe wrote a letter to the editor, which explained the mission of SmokingWords, the purposeof SCVNGR and The Great American Smokeout. We sent these to written publicationsbecause they typically publish editorials.

FlierWe created a flier with a brief explanation of The Great American Smokeout. It also detailedthe purpose of SCVNGR as a way to participate The Great American Smokeout. The flier had a

QR code that students could scan with their smartphones. It led students to theSmokingWords SCVNGR page, informing them of SCVNGR and how to participate in the trek.We printed 40 fliers and strategically placed them in high-traffic areas on campus. This printmedia tactic was created to catch the attention of students on campus.

PostcardWe created a postcard that was distributed at The Great American Smokeout event. Thepostcard also included a QR code that brought students to the SmokingWords SCVNGR page,informing them of SCVNGR and how to participate in the trek. We printed 40 postcards andput them on the SmokingWords table for people to take with them when they left the event.This print media tactic was successful in promoting the campaign, as tangible materials (like a

postcard for attendees to take with them) allows for a greater retention of details.


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B. SmokingWords Deliverables & Tactics

We created the following deliverables to promote SmokingWords as an organization:

Deliverable: BrochureContributors: Kyleigh & Mollie


Tactics: N/A

Distribution: Created for

SmokingWords future use

Deliverable: Social Media BriefContributors: Ryan, Kyleigh,

Mallory & Mollie


Tactics: N/A

Distribution: Partially implemented

throughout the semester, but

created for SmokingWords future

use as a reference guide to social

media

Deliverable: Opinion Editorial

Contributors: Ryan, Kyleigh &

MollieDeadline: Nov. 1, 2012

Tactics:

-Sent to Media on Nov. 6, 2012


8, 2012

Distribution: The Daily Reveille

Deliverable: Template Letter

Contributors: Kyleigh, Mallory &

MollieDeadline: Nov. 12, 2012

Tactics: N/A

Distribution: Created for

SmokingWords future use as a way

to contact those who would be

beneficial to the cause of

SmokingWords


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BrochureSmokingWords current brochure was very outdated and full of information that was irrelevantto our target audience of college students. We developed a new brochure with the purpose ofadvertising SmokingWords and its mission. The brochure contained facts about secondhand

smoke and listed smoke-free college campuses in Louisiana. It will serve as a general purposepiece for SmokingWords future use.

Social Media BriefThe social media brief was created as a general outline of what potential tools can best beimplemented in future social media campaigns. It explained what we have learned from ourexperience with SmokingWords current social media tools and made recommendations as tohow social media campaigns can best be improved in the future. Future social media campaignsfor SmokingWords can use the social media brief as a reference for content.

Opinion EditorialThe opinion editorial was written to help gain exposure for the organization. It focusedprimarily on the harmful effects of secondhand smoke and the negative effects discardedtobacco products have on the aesthetic beauty of LSUs campus. The opinion editorialencouraged the university to become tobacco-free to benefit students, faculty and visitors tothe campus.

Template LetterThe template letter was created as a general piece for SmokingWords to give to otherorganizations in the surrounding Baton Rouge area. SmokingWords did not have any kind ofpromotional letter prior to this project, so we thought it was important that the organizationhas one for future use. The letter provided background information on SmokingWords andencouraged readers to get involved with the organization.


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ConclusionOne of the major problems we faced at the beginning of the semester was SmokingWords lowvisibility. Most students didnt know that SmokingWords was an organization at LSU.Throughout the semester we have increased student awareness of the organization through

social media and participation in The Great American Smokeout. Increasing the visibility hasalso increased the likelihood of student participation and the likelihood that the student bodywill receive SmokingWords messages.

Overall, our mini-campaign and event execution proved successful. We met all of ourdeliverables/tactics deadlines for The Great American Smokeout. We obtained more than 200signatures on a petition to make LSU tobacco-free. The only objective we did not meet was thenumber of participants in the SCVNGR trek, as only two students participated. This could havebeen attributed to the fact that the trek occurred in the middle of the day when students wereeither in class or at work.

Unfortunately we were unsuccessful in receiving any media coverage this semester. Making theuniversity tobacco-free is a controversial topic, and media outlets are reluctant to run storiesabout making the campus tobacco-free because they do not want to appear biased. Mediacoverage of SmokingWords will increase as the organization starts to gain support from thestudent body, faculty and staff. In spite of not having media coverage, we were successful inincreasing the visibility of SmokingWords to students at LSU, as measured by the attendance atThe Great American Smokeout.

In the future we recommend that SmokingWords become a student-run organization. Wereceived a stronger response when we communicated student to student. We need to be avoice for the students, and we need to encourage them to take responsibility for their health

and university. Dr. Sylvester will remain an important part of the organization, but studentsneed to be the ones running it. Students relate better to other students than they do to facultymembers. Thus, Dr. Sylvester should continue to work with SmokingWords, but as the voicefor the faculty, not the organization.

SmokingWords also needs to strengthen its relationship with the Student Health Center.The Student Health Center is a vital resource LSU students utilize on a daily basis. IfSmokingWords and the Student Health Center could come together to educate students andoffer cessation assistance, it would benefit everyone. Both organizations are concerned withstudent health and wellbeing, so it only makes sense that they should join forces to strengthentheir messages.

SmokingWords would greatly benefit from getting other student groups on campus involvedwith its cause and events. By teaming up with other groups, the organization can gain supportand have more resources and volunteers available. For example, getting student athletes toparticipate or groups from the music and drama departments might result in positive reactions.


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Lastly, SmokingWords reach does not extend much further outside LSUs campus. To combatthis SmokingWords must increase its use of social media. One of the ways SmokingWords cangrow its current lack of user interaction would be to like other local, nonsmoking organizationson Facebook. Then SmokingWords can engage with these organizations on their pages andencourage them to join in the conversation on SmokingWords Facebook page. By increasing its

social media following and interaction among fans and followers, SmokingWords will becomemore visible in the Baton Rouge community.


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Appendix A: References"Acute Bronchitis in Adults Diagnosis." PDRhealth. PDR Network, 2011. Web. 2 Oct. 2012.

.

American Nonsmokers' Rights Foundation, 1 July 2012. Web. 3 Oct. 2012..

Branch, Chris. "Opinion Divided on Smoke-free Campus Issue." WAFB. WAFB, 26 Sept.2011. Web. 3 Oct. 2012. .

Butler, Kim. "Program Aims at Smoke-free SU, LSU Campuses." Southern Digest. N.p., 14Sept. 2012. Web. 1 Oct. 2012. .

"Data & Statistics." MySmokingWords. Website Builder, Mar. 2012. Web. 03 Oct. 2012.

.

Egan, David. "Fresh Campus|SmokingWords." Fresh Campus|SmokingWords. N.p., Jan.2007. Web. 03 Oct. 2012. .

"Fresh Campus/SmokingWords." Fresh Campus/SmokingWords. SmokingWords, n.d. Web.3 Oct. 2012. .

"Greater Baton Rouge Area | Let's Be Totally Clear." Greater Baton Rouge Area | Let's BeTotally Clear. Tobacco Free Living, 2012. Web. 04 Oct. 2012..

Hames, Kara. "Personality and Social Differences of Cigarette Smoking Among CollegeStudents." University of South Carolina Upstate Research Journal. University ofSouth Carolina Upstate, 2008. Web. 1 Dec. 2012. .

"Health and Wellness." LSU Student Health Center. Student Health Center, 2012. Web. 4 Oct.2012. .

Karp, Gregory. "Cigarettes Harm Financial Health Too." Orlando Business News. Orlando

Sentinel, 11 Feb. 2007. Web. 2 Oct. 2012. .

MyFreshCampus. Fresh Campus, n.d. Web. 3 Oct. 2012..


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Parker, Steven. "Smoking and Health: The Facts." HealthGuidance. HealthGuidance forBetter Health, 2012. Web. 2 Oct. 2012. .

"Secondhand Smoke." American Lung Association Fighting for Air. American Lung

Association, 2012. Web. 2 Oct. 2012. < http://www.lung.org/stop-smoking/about-smoking/health-effects/secondhand-smoke.html>.

"Secondhand Smoke and Cancer." National Cancer Institute. National Cancer Institute at theNational Institutes of Health, 2011. Web. 2 Oct. 2012. .

"Secondhand Smoke (SHS) Facts." CDC 24/7: Saving Lives. Protecting People. Center forDisease Control and Prevention, 1 Mar. 2012. Web. 2 Oct. 2012..

"Smoke-free Campus Goal at LSU." - Worcester Telegram & Gazette. N.p., 16 Sept. 2012.

Web. 1 Oct. 2012. .

SmokingWords. Facebook, n.d. Web. 3 Oct. 2012..

Terrel, Katherine. "WAFB 9 News Baton Rouge, Louisiana News, Weather, Sports,SmokingWords." SmokingWords. N.p., 23 Apr. 2012. Web. 1 Oct. 2012..

University Fall Facts. LSU Office of Budget and Planning. Louisiana State University,

2012. Web. 1 Dec. 2012. .


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Appendix B: Past Media Coverage1. http://www.wafb.com/story/17656094/smokingwords?clienttype=printable2. http://www.wafb.com/story/15550136/smoking3. http://www.southerndigest.com/2.5410/program-aims-at-smoke-free-su-lsu-campuses-

1.577823#.UGvOg7RJAyE4. http://www.lsureveille.com/news/article_26763468-effd-11e1-b801-001a4bcf6878.html5. http://www.wafb.com/story/17656094/smokingwords6. http://www.therepublic.com/view/story/37fcbf9652be483babbf96954c737143/LA--LSU-

Smokeout7. http://uiswcmsweb.prod.lsu.edu/manship/MassComm/AbouttheSchool/NewsStories/Mass

CommNEWS2012-2013/item52757.html8. http://theadvocate.com/home/3912696-125/effort-on-to-stub-out9. http://www.wafb.com/story/15607158/professor-pushing-for-smoke-free-lsu-

campus?clienttype=printable10.http://www.youtube.com/watch?v=44rGDJpCYz0

11.http://www.nbc33tv.com/news/local-news/smokingwords-to-take-part-in-the-29th-annual-lsu-wellness-fair

12.http://www.thenewsstar.com/viewart/20120917/NEWS01/120917001/Smoke-free-campus-goal-LSU


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Appendix C: SCVNGR TrekSmokingWords SCVNGR trektook place on Wednesday, Nov. 14, 2012, from 10 a.m. to 2p.m. in order to publicize the Great American Smokeout on Thursday, Nov. 15, 2012 from 10a.m. to 2 p.m. Students were able to access the trek with a QR code that was printed onto

fliers and postcards. Once the students scanned the code with their smartphones, they wereautomatically taken to the SCVNGR website where they were then able to access the trek.

The trek took participants to eight smoke-free locations on and around LSUs campus, whichincluded:

LSU Tiger Stadiumo Title: Championship Plazao Challenge Type: Specific Text Responseo Challenge Description: Notice a difference in the air around the stadium on

gamedays? (Less smoke, clearer air!) Identify who the new Tiger Stadium

Championship Plaza is named after.o Point Value: 2

Mike the Tigers Habitato Title: Visit Mike the Tiger!o Challenge Type: Pictureo Challenge Description: Smoking around animals can be detrimental to their

health. Take a picture of Mike roaming around his cage. If hes not awake, take a

picture with statue.o Point Value: 2

Middleton Libraryo Title: Smoking vs. Studying

o Challenge Type: Pictureo Challenge Description: Take a picture of the amount of cigarettes in the

ashtrays or cigarettes on the ground surrounding the library. Is there a bigdifference?

o Point Value: 2

LSU Student Health Centero Title: SHC Here to Helpo Challenge Type: Open Responseo Challenge Description: The Student Health Center has resources to help you

quit smoking or learn how to help someone quit. Have you ever used theirresources?

o Point Value: 2 Mulananda Yoga

o Title: De-stress with Yogao Challenge Type: Pictureo Challenge Description: Instead of smoking, try yoga to ease stress. If youre

with a friend, have them take a picture of you in a yoga pose. Alone? Take apicture of the studio.

o Point Value: 2


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The Varsity Theatreo Title: Rock Outo Challenge Type: Open Responseo Challenge Description: Varsity Theatre is one of the very few places in BR

that is smoke-free. They host concerts, dancing & much more! Who do you

want to watch live at the Varsity?o Point Value: 2

Barnes and Noble at LSU Bookstoreo Title: Out in Old, In with Newo Challenge Type: Pictureo Challenge Description: The new bookstore is such a nice, clean area. Not

very smoky compared to other areas of campus. Take a picture of the airplaneflying high inside the bookstore.

o Point Value: 2

SmokingWords Table-LSU Free Speech Alleyo Title: Last But Not Least

o Challenge Type: Open Responseo Challenge Description: Enter a new fact or statistic about tobacco use that

you learned from a SmokingWords member at the table.o Point Value: 2

As a reward for completing the SCVNGR trek, participants received a free T-shirt, which weasked them to wear on Nov. 15 to raise awareness of the Great American Smokeout.


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Appendix D: DeliverablesI. SCVNGR Deliverables

Media Advisory


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Letter to the Editor


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Flier


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Postcard, front page


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Postcard, back page


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II. SmokingWords Deliverables

Brochure, page 1


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Brochure, page 2


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Social Media Brief, page 1


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Opinion Editorial


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Template Letter

imagine lsu smoke-free: smokingwords mini-campaign by magnolia house pr in collaboration with scvgr

Documents