Focus on Pediatrics-Benchmarked anti-smoking program targets youngest
Focus on Pediatrics-Benchmarked anti-smoking program targets youngest
Repetitive messages are based on best practices
When the Center for Better Health — part of Buffalo, NY-based HMO Univera Healthcare — decided to implement a smoking prevention program aimed at kids, staff didn't head to the drawing board to design a new plan. Instead, they did their research to find best practice.
"There are elements of the program, 2 Smart 2 Start, that are original, but overall it is bits and pieces from benchmarking we did around the country to find out what kinds of things were working," says Pamela Pawenski, MBA, director for the center.
The program design is based on advice from the experts. Therefore, its aim is to make it cool not to smoke and to deliver the non-smoking message on an ongoing basis rather than providing a one-time event. Also, the program focuses on third-, fourth-, and fifth-grade students because tobacco control experts told staff that by the time kids reach the sixth grade, the message falls on deaf ears.
To reach kids on a regular basis, students in grades 3 through 12 receive a rewards card if they sign a pledge promising not to smoke. The card provides discounts at shops, movie theaters, amusement centers, and theme parks kids like to frequent. They learn about the rewards card in a television ad produced to promote the program.
The captain of Buffalo's professional hockey team endorsed the program and often goes to schools during pledge sign-ups. The program receives a big boost from the endorsement of a celebrity that kids respect. He hands out hockey cards with his picture and a non-smoking message. To date, 20,000 kids have signed the pledge since March 1999 while school was in session.
Because the rewards card is popular, kids are constantly reminded of their promise. While 2 Smart 2 Start was being created, several focus groups were used to determine what would keep kids from starting to smoke. The focus groups determined that kids wanted rewards for good behavior. What they didn't want was a lecture. "For kids, the future is today after school or what will happen to them tomorrow afternoon. If you show them a black lung caused by smoking, they may remember it briefly, but it doesn't have staying power," says Pawenski.
The rewards card is the only part of the program that is the same for all ages. The educational interventions are designed for the three age groups targeted by the program. Pawenski hired a professional theater company to develop scripts and perform skits that focus on healthy choices and self-esteem. The theater group was given guidelines and asked to consult with third-grade teachers while creating the programming to ensure that it fit the curriculum.
A peer counseling program is used to educate fourth-grade students. Middle school children, selected as counselors, are given tobacco control information that they take into the fourth grade classroom to educate the younger students. There is no set curriculum, so counselors can be creative in their approach. One of the tools taught is how to analyze tobacco ads.
Tar Wars, a program designed and sponsored by the Kansas City, MO-based American Aca demy of Family Physicians, is used to educate fifth-graders on the dangers of smoking. Many of the messages taught in this program are similar to those kids learned in third and fourth grade. Volunteers such as clinicians or pharmacists are used to teach this program.
Relying on a theater group, middle school students, and professionals to teach the curriculum is essential, because the Center for Better Health has a staff of three people. However, Center staff do contact all businesses for the rewards card. Kids often call and ask staff to recruit certain vendors for the card.
Staff also produce a quarterly newsletter that is mailed to card holders. This newsletter updates kids on participating vendors and what reward they offer. For example, vendors may offer $5 off the entrance fee to a theme park or free popcorn at the movies. The local stores for many national companies were unable to participate in the reward discounts due to restrictions from the corporate office. However, most do agree to give the kids discount coupons. "The newsletter in another way to be in the kid's face on a regular basis," says Pawenski.
• Pamela Pawenski, MBA, Director, Center for Better Health, Univera Healthcare, 28 Church St., Room 100, Buffalo, NY 14202. Telephone: (716) 857-6317. Fax: (716) 847-1257. E-mail: pawenski_p@ univerahealthcare.org.
• Tar Wars Curriculum. To obtain the free curriculum from the the Kansas City, MO-based American Academy of Family Physicians as well as information on your state's Tar Wars program coordinator, call (800) TAR WARS. The coordinator will provide information on how to implement the program and access schools in your area.
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