Learning Objectives: Explain how to implement a spit tobacco media campaign in a rural setting. Recognize the relationship between the Stages of Change, female influence, media strategies, and male spit tobacco usage. Develop an advocacy message that utilizes female intervention to impact a male dominated social norm.
Abstract: Professionals involved in tobacco prevention and control, particularly those in rural settings or areas with high rates of smokeless tobacco use will benefit from this presentation.
The program used multiple channels to impact the cultural norm of male spit tobacco use. Program components
included a media campaign direct to harm reduction, female intervention methods, distribution of oral cancer self-exam instructional kits, and distribution of spit tobacco "Quit Kits." Information was disseminated through country radio stations, billboards, newspaper advertisements, rodeo chute sponsorship, school presentations, medical and dental health provider education and literature distribution. Another activity allowed school coaches and players to interact wtih professional baseball players in a discussion about spit tobacco usage and its consequences. An estimated 60,000 residents were reached through the multiple media strategies and educational components in two similar rural counties. Program success is attributed to its basis on the Stages of Change Model, involvement of females in influencing male social norms, and reaching a large percentage of residents with the program.
Participants will learn key points through multi-media presentation, discussion, demonstration of sample materials used in the program, and distribution of a resource list.
Benefits to participating will include learning how to implement a spit tobacco media campaign in a rural setting, recognizing the relationship between the Stages of Change Model, female influence, social marketing strategies, and male spit tobacco usage. In addition, participants will be able to develop an advocacy message that utilizes female intervention to impact a male social norm.
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