Problem/Objective: To inform other states interested in utilizing media advocacy to promote tobacco-free school (TFS) policy adoption, this presentation describes the development of the first statewide television campaign in the United States to promote 100% TFS policies in North Carolina, the heart of “tobacco country”.

Methods: The NC Health and Wellness Trust Fund worked in collaboration with its teen tobacco program evaluators at the UNC School of Medicine in order to conduct formative research to shape this campaign. Recommendations from interviews with 16 national and state experts, 9 state legislators, and 20 other stakeholders were utilized to create a series of ads promoting the adoption of and compliance with TFS policy. These ads (which will be shown) launched in 2006 and will continue to run in 2007.

Results: Rather than the feared political fallout, the campaign has been received extensive positive feedback and recognition. The number of hits to the TFS website has increased dramatically, as have requests for information on how to help schools adopt TFS policies. Eighteen school districts have adopted TFS policies since the launch of the media campaign. Adult awareness of these ads will be assessed using a question on the state's Behavioral Risk Factor Surveillance System survey.

Conclusions: Although there has been no formal evaluation of the campaign, its positive response so far may indicate that the campaign can serve as a model to other states looking to develop similar media advocacy campaigns to promote tobacco-free policies.