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The tobacco industry is
aggressively pursuing college students (18-24), the youngest
legal target market, with such actions as free product give-aways,
event sponsorships and promotional activities on campus
events. Non-smoking college students who are exposed to such
tobacco industry events and promotions are more likely to
initiate tobacco use than their non-smoking college student
counterparts who are not exposed to the industry marketing
events.
Nearly a quarter of students
who smoke began while in college and one third of students
increase their daily tobacco intake while in college. Many
consider themselves as “casual” or “social” smokers and
traditionally couple their tobacco use with other social
behaviors. Tobacco use in social settings in commonly viewed
as a norm on college campuses. It is for these reasons that
the Ohio Department of Health’s Tobacco Risk Reduction
Program is executing a major research, strategic plan and
anti-tobacco social marketing campaign at the University of
Toledo intended to enforce the standard social experience of
socializing among college students without the use of
tobacco.
To launch the program, a
sample of University of Toledo students were asked to
participate in the project’s investigative research,
conducted and designed to:
Determine the identity
associated with tobacco use
Measure the prevalence of smoking
Identify situations where tobacco is used
Types of tobacco used
Motivational factors
Perceived rates of smoking
Social norms in the university setting
Upon completion of the
investigative research, the Is It Worth It Brand was
designed to influence the behaviors of 18-24 year old
students of the University of Toledo who do not currently
use tobacco and may consider initiating the use of tobacco
and those who currently use tobacco and may consider
increasing their usage of tobacco.
The brand includes a
reference to tobacco in the tag line that is subtle,
effective and inclusive of all forms of tobacco. Most
notably, the brand includes the image of a shattered mirror
designed to encourage self reflection with the understanding
of how their personal decision to use tobacco will affect
the various aspects of their lives. In addition, the brand
also includes reference to the many values and opportunities
that are at risk by using tobacco including image, career,
health and money that various members of the target audience
may not consider when making decisions to use tobacco.
To promote the brand, Is It
Worth It will sponsor a number of events, offered a variety
of promotional items and most importantly, had a lot of fun
without the use of tobacco! For more information about the
campaign and a schedule of events, visit
www.isitworthittobacco.com. |
