Learning Objectives: Describe five key components of Full Court Press Project and how these key components contributed to a significant norm change.
Abstract: There is a general consensus that the most effective tobacco prevention strategy is a comprehensive, community-wide program that encompasses schools, communities, workplaces, and strict federal and local tobacco policies. Full Court Press, funded by the Robert Wood Johnson Foundation, is a prototype of such a strategy. Data from an independent evaluation of FCP show that there was a 27% reduction in smoking among Tucson students by the end of the 5 year intervention period. The magnitude of the reduction was significantly larger than the national and the statewide trends. This paper discusses the key components of FCP, including (1) media advocacy designed to promote community norms for the non-use of tobacco by youth, (2) youth mobilization and leadership to build a network of youth committed to reducing tobacco use and to advocate for stronger private and public policy, (3) an effective youth access enforcement mechanism to reduce the ease of youth access to tobacco, (4) mobilization of the community to promote reduced youth tobacco use, and (5) development of effective youth cessation services. Also, using data from the evaluation, we will discuss how these components contributed to a significant norm change, and in turn led to a large reduction of tobacco use prevalence in Tucson.
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