Learning Objectives: Create their own Critics' Choice - a program that involves students in a creative and fun exercise reviewing, discussing and selecting the most effective TV ad to discourage their peers from smoking.
Abstract:
It is rare that something unique is created in school-based smoking-prevention programming, but that is exactly what Critics’ Choice is – a unique, interactive program that is praised by both students and educators.
Critics’ Choice was executed in British Columbia schools for four years. The concept is simply that everyone loves watching and discussing great ads. Each year, a VHS reel of 12 well-produced, worldwide, smoking-prevention ads was compiled and moderated by a young person. A package was sent to schools with the following: VHS tapes, video vote ballots, teachers guide explaining the program (includes a evaluation form) and a poster.
Annually more than 60,000 students (grades 6 – 12) returned ballots identifying which ad they thought worked best. In their classes, students watched, discussed and voted on 12 different approaches. The ballots were returned, counted and the winning ad was aired – a number of entries were drawn to receive free movie passes. Young people had been involved in determining what TV ad would air – but more importantly they received 12 messages on the issue in a non-threatening manner.
Extensive data now exists on over 48 television ads – and more than 200,000 video vote ballots have been collected providing an extremely valuable glimpse into what youth view as effective smoking prevention/cessation advertising.
Australia and California have duplicated this inexpensive program. Critics' Choice is simple to duplicate and extremely cost-effective – it is also well-liked by students and educators. This presentation will provide information on how participants can duplicate and create their own Critics’Choice program.
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