Health Canada Final Report Phase

(1)

Health Canada Final Report

Phase III - Second-hand Smoke

Qualitative Research Focus Groups With Youth Ages 12-15 and 16-19

POR-02-51

Prepared for Nizam Siddiqui Health Canada

Septernber16,2002

PREPARED BY:

BINARIUS RESEARCH GROUP

300 Earl Grey Drive, Suite 431, Kanata, ON K2T ICI Tel.: 836-6666, Fax: 836-3648

Email: binarius@rogers.com

(2)

, \

Executive Summary

The findings showed that teen male smokers are very defensive. They believe they have the right to smoke, despite being underage. Teenage girls smoke for social reasons, but the y are also concemed about their appearance. The benefits of weight loss due to a suppressed appetite are balanced against wrinkles, yellow teeth, bad breath, and a sallow complexion.

When it cornes to second-hand smoke, there are two findings: majority rules and house rules. In a group setting, ifthere are other smokers, it is presumed that smoking is accepted. Teens readily accept house rules. Teens are also very concemed about smoking around younger children.

Five approaches were tested including the following:

Approach #1: "Living smoke free ain't gonna happen ifyou always smoke near me."

Do you believe that Teens who are exposed to 2"d Hand smoke are more like!J to become smokers? W0;/WI?J not?

At what age is someone oid enough to make this decision on his or her own?

Areyou?

Since you have to be age 19 (Quebec same?) to hl!} cigarettes does this affect the right to choose to smoke or try smoking?

5 bould Teens he making the decision to try a cigarette

if

thry want to?

Is there a difference betiueen the right to try smoking versus the right to try dmgs or alcohol?

WI?J/ wl?J not?

Approach #2: "You smoke, you croak. .. and l'll still probably smoke"

How do you fiel about kids growing up in a home with a parent or brother/ sister who smokes?

Does it impact tbeir bealtb? In what wqy?

Are tbe» more like!J to try smoking or less?

5 houid the 'Jami!J smokers" be allowed to smoke in their home?

What sbould the bouse mies be?

Can the kids/ non--smoking Teen ask fami!J not to smoke in the home?

Can the kids/ non-smoking Teen try to get parents or siblings to stop smoking altogether?

Approach #3: "You wanna smoke? No problem. Just eut me the same slack and smoke somewhere else"

Where do you like to hang out with your friends?

Are tbere people smoking there?

Can non-smokers and smokers "hang out" together?

Binarius Research Group Page 2 of 23 Health Canada Phase III Final Report

(4)

Ifyes, what happens? Do the non-smokers put up with smoke or do the smokers "butt out"?

How is this decided?

Should the places where you hang out be made "smokefree"? WIzy/WIzy not?

Approach #4: "The tobacco industry is a manipulating bunch of money gmbbers"

How do you Jeel about tobacco companies?

Do you think that thry have a"!Jf responsibilities or should be blamed for Teens who start smoking? WIzy/ wlzy not?

What sbould be done about it?

Would you want to know more about the tobacco industry?

Do you think we're doing a good job in restricting or limiting the tobacco companies' business?

W/y / wlzy not?

Is it somethingpeople your age think about? S bould thry? Or is this something that parents or government sbould be responsible for?

Would you want to know how mucb profit tobacco companies make? Does it matter?

Would yOlt work for a tobacco company?

How do you Jeel about people who work for tobacco companies?

S bould thry be able to advertise? WIzy/ wlzy not? Have yOlt seen a"!Jfthingfrom tobacco companies?

•

Approach #5: "1 don't need smoke in my face ... and L'rn not afraid to say so."

Do non-smokers have the right to a "smokefree" space anyu/bere thry are?

Where do thry have the right to "smokefree" space?

Where do thry not?

Who decides what should be "smokefree" space?

Who enforces it?

What is the role

of

people yoltr age?

IfYOli were in a "smokefree" space and someone was smoking what would you do?

S hould ihere be penalties for smoking in a smokefree space?

S bauld the mies and penalties be the same for people under 19 as thry are for people over 19?

Can young people make a difference on this issue?

S houM thry?

What sbould thry do? (protest, wear t-sbirts, sign petitions, wear buttons ... .)

In Montreal, Approach 2 was very popular. Teens liked the rhyme and many were captivated by the ward "croak" in its French translation. The results were varied for the approaches in Toronto.

(5)

Suggestions for thematic approaches:

Respect is a key word with teenagers. Advice from adults is often perceived as condescending.

Emphasize strong visual images, rather th an statistical data.

Use short, thought provo king, open-ended questions to stir the subconscious mind and provoke deeper thought about the issues.

Include teenagers who have smoked and quit, or teens that have suffered the loss of someone they loved due to the effects of smoking and/or second-hand smoke.

U sing younger children in the campaign to trigger that sense of responsibility that teenagers feel for younger siblings and their friends.

The teens provided several interesting suggestions for compelling approaches. They are listed in the Approach Support section ofthis report.

Binarius Research Group Page 4 of 23 Health Canada Phase III Final Report

(6)

1. Background

Health Canada asked Binarius Research Group to conduct qualitative research with youth. The purpose was to identify which approaches would be the most relevant and motivating for young Canadians (12-15 and 16-19) as they relate to their own tobacco related experiences, perceptions and behaviours.

Sixteen focus groups were conducted in Toronto and Montreal, from July

25

^th

_2i\

2002, for the purpose of interviewing teenagers, aged 12-19, on their attitudes towards smoking and

specifically second-hand smoke.

2. Objectives

The objectives of the qualitative focus group research were:

Solicit feedback on five potential themes/messaging approaches with youth.

Provide feedback and additionalleaming about youth attitudes towards smoking that will create actionable focus and opportunity for further refinement of the

"best" approaches.

"Hear" the intended youth target discuss the approaches in their own words, and have the approaches interpreted into youth vocabulary.

"See" the impact of the approaches with youth.

Compare the impact between age, gender, smoking consumption and regional groups.

3. Methodology

3.1 Background

In order to capture the views on and reactions of young Canadians to the themes/concepts being brought forward, a series of 16 focus groups were conducted.

The number of participants in each discussion group was set at a maximum of eight and a minimum of six. This kept the groups small and intimate which fostered the creation of a "safe space" to talk about the issue of smoking. It also facilitated the pushing and probing of each

8inarius Research Group Page 5 of 23 Health Canada Phase III Final Report

(7)

participant, and the groups in general, to share their points of view, challenge assumptions and come up with something that is truly meaningful.

3.2 Target Group

The targets were as foIlows:

16-19 years of age (4 groups in French in Montreal and 4 in English in Toronto) Male and female non-smokers (2 groups)

Female occasional and regular smokers (2 groups) Male occasional and regular smokers (2 groups)

Male and female former smokers who have successfully quit (2 groups) 12-15 years of age (4 groups in French in Montreal and 4 in English in Toronto)

Male non-smoker who have family/friends who smoke (2 groups) Female non-smoker who have family/friends who smoke (2 groups) Male occasional or tried smoking in last 3 months (2 groups) Female occasional or tried smoking in last 3 months (2 groups)

To be included in this project, youth could not have been an active participant in any other research project within the past year.

The project commenced on July 22 with recruiting, and groups were held July 25-27.

4. Overall Attitudes Toward Smoking

4.1 Addiction

Teenagers are weIl aware that smoking is very addictive and harmful to their health, but given they are youth, they do not appear to worry about the Iong-term devastation that smoking can wreak up'on them. This is especially so for the younger teens and especially the younger smoking teens.

Teens are conscious of the negative effects smoking has on one's physical appearance.

Participants in both Toronto and Montreal commented often on "wrinkles, yellow teeth, bad breath, pale skin and nicotine-stained fingers."

(8)

4.2 Lifestyle

Teenagers smoke for social reasons; "to fit in," "to be cool," or "to meet others." They experience peer pressure, but to a much lesser degree than what they perceive adults think.

Not surprisingly smokers had many more friends who smoke than non-smokers, particularly in Montreal. Toronto teens feel that smoking is less prevalent in society than their Montreal

counterparts, except where teenage girls are concerned. AlI participants agreed that the majority of teenage girls smoke. The teens in Montreal believe that the maj ority of people continue to smoke in spite of the knowledge that smoking is deadly.

Many teens believe that smoking is much more thanjust a habit. It is a lifestyle decision influencing what friends a smoker has and the level of participation in sports and other physical activities as well as other life-style decisions.

Non-smoking teens believe it important not to judge teens that smoke. They know smoking has very little redeeming value, but the y also believe that it doesn't make smoking teens "bad people."

4.3 Incidence

A number of teens reported that one or both parents smoke, and sorne had older siblings who smoked, as weil. Most teens indicated that they thought smoking began about Grade 8 or 9.

AIl groups found cigarettes very easy to get. They cited older kids as their primary source of supply, but parents and storeowners willing to ignore the law were also mentioned.

4.4 Rules, Rights and Obligations

Most teens are not permitted to smoke at home, especialIy the younger age group. This is not an issue for them, as the y believe it is important to respect parents' rules. In sorne groups, there were a few older teens that do smoke at home, and a few even reported that their parents gave them cigarettes.

In both cities, all groups were strongly against smoking near younger children. They recognize that the y are role models for their younger siblings and their friends, and accept this

responsibility gladly.

Most groups believed it to be very important for smokers and non-smokers to respect each other's rights. Non-smokers generaIly felt that smokers were reasonably courteous around them.

(9)

Smoking teens believe they have the right to smoke, and are very defensive about the issue, especialIy the younger male teens. Smokers' biggest complaint about non-smokers was that they were often asked to smoke outdoors.

5. Second-hand Smoke

5.1 General Attitudes

AlI groups in both cities clearly understood the definition of second-hand smoke. Many, however, were unaware ofhow dangerous it can be, particularly among the younger teens.

Several groups calIed for more education about the hazards of second-hand smoke. Non-smokers were very vocal on this issue, while smokers tended to concede that even they found second hand smoke irritating.

5.2 Proto cols

Most of the groups agreed that, when smokers and non-smokers mingle, "majority rules" dictates behaviour. Indoors, smokers respect the rules of the home they are in, even at a party.

Outdoors, smokers feel much more comfortable smoking around non-smokers. The most common resistance occurs when someone asks a smoker not to smoke near them outdoors. The majority of smokers find this unacceptable. If a group is predominantly non-smoking, then the smokers usually ask permission to "light up," or remove themselves from the group to have a cigarette.

Non-smokers agreed that it is always easier to ask friends and relatives not to smoke near them.

They were somewhat apprehensive about asking a stranger to refrain. Most of the teens reported that, when they did ask someone to stop, their request was respected more often than not, except where younger smokers were concemed, and particularly younger boys. Smokers did say that, if the request came from an elderly person, or a pregnant mother, the y would probably be inclined to refrain from smoking, or move away, out of respect for those demographie groups.

5.3 Smoking Rules

Non-smokers are very supportive of rules limiting smoking in public places. Sorne even support a total ban on smoking in public, even outdoors. Most, however, thought this a bit too restrictive.

(10)

Rlna_lll~

... - ...

^~-.."

Sorne complained that bars and nightclubs were "way too smoky," but that in such a setting, it was likely. Occasional smokers said that they smoked much more when they drank, or went to clubs. No one felt that legislation against smoking in bars and clubs would be successful.

5.4 Smoking Legislation

Non-smokers believe that the government is trying to protect them from the effects of second- hand smoke, but question whether there is enough enforcement of the laws and regulations.

A few of the teens said the y would support action to address second-hand smoke within their milieu, but given the lackluster reception, it is questionable whether they would make it a major cause in real life.

Those who did support sorne forrn of advocacy were motivated by personal incidents where they had lost a loved one to cancer, despite that person's non-smoking lifestyle.

6. Approach Analysis

6.1 Approach 1:

The majority of the groups considered this approach weak and the language "unclear, too young, and cheesy."

They suggested altering the message from "Living smoke free ... " to "Living healthy ... "

Older teens suggested using a young child's voice to maximize the emotional impact ofthis message.

Smokers were defensive about this approach. The majority did not like it.

6.2 Approach 2:

This approach received completely different responses from the two regions tested. In Toronto, only one group supported the message and, like the other seven groups, they found the language

"confusing, unclear." Very few of the teens understood who was talking to whom and almost no one liked the rhyming pattern.

(11)

In Montreal however, the attitude was completely opposite. Ali but two groups liked this approach the best, and, more importantly, ail groups understood who was speaking and exactly what the message was.

Most of the Montreal groups particularly liked the word "croak" in its French translation. They found it powerful and compelling.

6.3 Approach 3:

This approach was more favorably received in Toronto. The groups found the message easy to understand and said, "It's clearl,Y about second-hand smoke."

They thought it reasonably polite, but recommended altering the phraseology to reflect their own speech pattern. One group suggested dropping "Just eut me sorne slack ... " and substituting

"Give me a break ... " Another group preferred " ... but do me a favor and smoke elsewhere."

Two groups criticized the fact that the message seemed to condone smoking.

In Montreal, there was little support for this approach, with only one group approving the approach. While most groups thought the message clear and easy to understand, they found the concept weak, lacking impact.

Most smokers were completely unsupportive, but the older female smokers liked it.

6.4 Approach 4:

Overall, there was very little support for this approach in either test market. The concerns were that the message had nothing to do with second-hand smoke.

Only the male smokers liked this message. In both cities, they seemed eager to blame someone el se for their smoking habits, while proudly defending their right to be addicted to cigarettes.

6.5 Approach 5:

This approach was rated "Very clear, right to the point," and "Definitely about second-hand smoke."

In Toronto, however, only one group liked this message. The younger male smokers liked the direct approach. However, their one concern was the same as the other groups, who did not like the aggressive tone.

(12)

Most smokers in both cities were adamant that this was the worst of the five approaches.

In Montreal, despite concems about the aggressive language contained in the message, two groups thought that this message, combined in sorne way with Approach 1, might be an improvement over sorne of the other approaches.

6.6 Other Approach Ideas from the Groups

Groups in both cities produced several good ideas. They strongly endorsed a campaign that depicted the loss of a close friend or loved one to lung cancer, despite the fact that the victim had never smoked.

One group conceived a commercial depicting a chain smoker extracting cigarettes from a package and lighting them up, one after another, with the cigarettes representing non-smoking friends. As the cigarette butts are flipped away, a caption reads, "Just who are you killing?"

Another idea that drew support was to show a young stroke victim in hospital, the result of too much second-hand smoke.

A striking image was presented of a baby in diapers wearing a filter mask over its mouth, while surrounded by smoking adults.

AIl the groups in both cities felt that any successful campaign aimed at second-hand smoke must be visual, graphie, emotional, educational and repetitive in nature.

A strong understanding ofhuman communications was demonstrated by one young lady in Toronto, who said, "If you want to reach us, don't make statements. Ask us questions that make us actually stop and think about the dangers of second-hand smoke."

(13)

7. Conclusions and Recommendations

While none of the approaches could be singled out in Toronto and in Montreal, Approach 2 was very popular; the teens liked the rhyme and many were captivated by the word "croak" in its French translation.

They also understood the message; who was speaking to whom, and what was being said. They thought that the approach had the most appeal when using a younger child's voice to deliver the highest emotional impact.

Teens are very social beings, with a passionate desire to "fit in" with their peers. They are curious, experimental, and lack the experience to avoid the pitfalls of life without guidance from those they respect the most. At their age, this guidance often is most influential if it cornes from a close friend or older teen.

Respect is a key word with teenagers. Too often, they experience condescension from adults, who tend to stereotype all teenagers as a result of the behaviour of the minority. They respond well when treated like adults, because they crave approval, but the y do not react well to heavy- handed authority.

Any campaign should emphasize strong visual images, rather th an statistical data. It should incorporate powerful, graphie imagery, in a highly emotional setting, with an educational message. The slogan, tag-line, or caption should be delivered in the form of a short, thought provoking, open ended question intended to stir the subconscious mind and provoke deeper thought about the issues.

The approach should include teenagers who have smoked and quit, or teens that have suffered the loss of sorne one the y loved due to the effects of smoking and/or second-and smoke. Using young children in the campaign to trigger that sense of responsibility that teenagers feel for younger siblings and their friends was seen as use fuI.

The young teenage smokers, the boys, in particular, were very defensive about their smoking, and displayed an exaggerated lack of maturity in their reasoning of these issues. This

demographie group believes the y have the right to smoke, despite being underage, and the y do not respond well to common sense or authority. These boys feel immortal, and are living for today.

Teenage girls smoke for social reasons, but they are concemed with their appearance, too. The benefits of weight loss due to suppressed appetite are balanced by "wrinkles, yellow teeth, bad breath, nicotine stained fingers and a sallow complexion.

Binarius Research Group Page 12 of 23 Health Canada Phase III Final Report

(14)

The teens provided several interesting suggestions for compelling advertisements, listed in the Approach Support section ofthis report. Creative application ofthese and others derived from advertising agencies provide general dynamic tools with which to construct a powerful campaign

(15)

Appendices Moderator' s Guide

(16)

Health Canada

FOCUS GROUP DISCUSSION GUIDE Phase III - Youth Research - Age 12-15 groups

Girls age 12-15

Non-smokers with friends and/or family who smoke

Boys age 12-15

Non-smokers with friends and/or family who smoke

4pm - 5:30pm Girls age 12-15

Smoke occasionally or have tried smoking

6 - 7:30 pm Boys age 12-15

Smoke occasionally or have tried smoking

Toronto Groups:

Thursday, July 25

th-

Group 1: noon - 1 :30pm

Group 2: 2-3:30pm

Group 3: 5:30pm - 7pm

Group 4: 7: 15 - 8:45pm

Montreal Groups: (French discussion)

Friday, July 25

th-

Group 5: noon - 1 :30pm

Group

6:

2-3:30pm

Group

7:

Group:

Girls age 12-15

Non-smokers with friends and/or family who smoke

Boys age 12-15

Non-smokers with friends and/or family who smoke

Girls age 12-15

Smoke occasionally or have tried smoking

Boys age 12-15

Smoke occasionally or have tried smoking

LENGTH OF GROUPS: 90 MINUTES EACH CLIENT OBJECTIVES:

(17)

• To gauge potential resonance with youth for 5 messaging approaches.

• To acquire feedback that will provide actionable focus for further refinement of the

"best" approaches.

• To "hear" the intended youth target discuss the approaches in their own words. To hear the approaches intepreted into youth vocabularly.

• To "see" the impact of the approaches withyouth. And, to be able to compare the impact between age, gender, usage and regional groups.

INTRODUCTION (5 MINUTES)

Hi. My name's (Michele, Danielle, Guylaine) and 1 work for a company ca lied Youth Culture, which is very interested in the opinions of people your age on various topics.

(Point out that the group is videotaped, camera, people watching & listening in back room). Today we're talking mainly about second hand smoke and smoking. You were ail carefully for participation in these groups and we're looking to you to provide us with feedback based on your own personal opinions. Do not feel a need to agree with the rest of the group, there are no right or wrong answers. Please recognise that the client is paying for my time and yours because this information is going to help them make some important decisions. So, while we'lI have fun, we also have a job to do.

We're here for 90 minutes. We'll start by getting a sense of who you are.

First l'd like to go around the roorn and have everyone introduce hirn or herself by telling us your narne, and just to get sorne discussion going, tell me what you've got planned for this weekend. (GO AROUND ROOM)

1) PERSONAL BACKGROUND (5 minutes)

a) What is your personal experience with smoking?

<i) Smokers - Do you smoke?

'ii) Smokers - How often?

'iii) Smokers - Who are you with when you smoke?

· iv) Smokers - When did you start?

-v) Smokers - Do most ofyour friends smoke?

· vi) Smokers - Have you tried to stop?

· vii) Smokers - How difficult is it to stop?

· viii) Smokers - Why is it difficult to stop? (Social, Physical. .. )

· ix) Non-Smokers - Have you ever tried a cigarettes/smoking?

· x) Non-Smokers - Does anyone you're close to smoke? Who?

xi) Non-Smokers - How do you feel about them smoking?

(;7.,

8inarius Research Group ^\,7 Page 16 of 23 Health Canada Phase III Final Report

(18)

xii) Non-Smokers - Do you have rules in your home about smoking?

xiii) Non-Smokers - Have you ever asked someone not to smoke near you? Who? What happened?

xiv) Non-smokers - Have you ever asked sorne one to stop smoking?

Who? What happened?

2) SMOKING OVERVIEW (Warm-Up Topie to Provide Backdrop for Approach Assessment) (10 minutes)

a) Second Hand smoke:

<1) What is 2^ndHand Smoke?

ii) Where do you most often run into 2^ndHand smoke?

iii) Does it bother you personally to be near 2^ndHand smoke?

iv) How do you feel about the rules making sorne places "smoke-free"?

v) Who makes these rules?

vi) Who enforces these rules?

vii) Are the rules followed? Why /Why not?

b) Personal Freedoms:

i) Non-smokers: Do you have the right to ask someone not to smoke nearyou?

ii) Smokers: Should you "butt out" if asked to by a non-smoker?

iii) Everyone: What is the "code of conduct" among people your age and smoking? Basically what 1 want to know is the understanding between non-smoking and smoking Teenagers? Can a non-smoker ask smokers to not smoke? If they do the smokers stop politely? Does this vary depending on where you are and who you're with? Do

smokers avoid smoking near non-smoking Teens or don't they care?

3) LOBBY EXERCISE FOLLOW UP (5 minutes): In thelobby you were asked to draw a picture ofyour in1age of smoking. Let's take a look at your pictures.

(19)

4) APPROACHES (45 minutes - approximately 10 minutes per approach) - For the rernainder of the group 1 want ta discuss 5 issues related ta smoking and

znd

Hand smoke that we want ta get an understanding from you about whether these are important ta you. We'll discuss them and 1'11 also ask you ta rate them on sorne sheets that l'm going ta give you. The important things ta think about when we're talking about these are how weil these issues fit with people your age. Do they address things that are actuA-ll"@

happening in your life? Would they be is~s that you'd think abou~ould they inspire you ta try ta change things?'-(fr on the flipside are they totally unimportant - make no sense ta you or not mean enough that you'd really care one way or the other? Okay, concept #1:

5

Approach #1: "Living smoke free ain't gonna happen ifyou always smoke near me."

À Do )/Ol/ beliet» tbat Teeus iubo are e:>"'poJed to l'id Hand smolee are more likely to become

J C(_~ -)C( -

smokeis? lf'/!y/ If;'!!y ^110t~'v;

1-

f1t u/hat a._ge is someone old enol(gh to make tbis decision ⁰¹¹ bis or ber oum?

5 -

^Are)'ol!?

Sin ce jOli bave 10 be age 19 CQuebe( .lame?) to /JI!y àgaretles does this ajJed the right 10 cboose to smolee or !~)' slllokilZg?

S bauld Teens be making tbe decision to l'Y ^Clcigarette

if

Ihry tuant to?

1J tbere a dijJerel1(f betu/een the ^rigbt^{/0 11)!}Jmokin.g versus tbe righ! ^{10 t~JI}drugJ or alcobol? g.._

IF/Zy/ }Ji/ZY not? ^çj,:;.^.

. +

^f'^a_⁺¹

^l'--(YY

Please look at the ratings sheet that L've just handed out. Think about this!?/) particular issue - whicb is Approach #1 and score it based on the 5 criteria'!!

understand this idee - it's makes sense for people myage -.give this a rating betwcen l and 5. A 1 rating means that you

don't

think

it's

ve~v g?od,

it

doesn

't

make tnuch sense for people your age 0(' you don 't really understand it, a

5

rating means

it's

really good, you understand

it

and End it psrticulsriy relevant

J!J.

people your age. Likcwise for the 4 other criteria: This would make flle thinJtfJ/ would want to knf1t5more about this and would seek out

(;î)

information: (web, parents ... 'J7yhis would mal~e me w'o/,l"'( to do $olnething'-::1 would take action and

try

to change the way things ard.!.:V

(20)

Approaeh #2: "You smoke, you eroak. .. and l'Il still probably smoke ":

)1 -

HOlV dO,?,olljèel a~out kidJ 1?!E,;OJYÙ1.g ttp in a !JOJJ7e }J/itb aparent or brotber] sister lVlJO smo/ees?

l5cti;5 - Does If zmpact tbeir bealtb? }Il wbat 7yqy?!")"b

1 C:, - Are tJJ~y more /ike!y /0 t~)' smoking or less?

17 -

⁵^{bould the}','[ami!y smo eers'' be atloued to Jmoke iu ibeir home?

1 ~- IF/Jat sboukl tbe bouse rules be?

I~ -

'Lb -

QG -

)_'\- 27-

2~cJ-?

Cau t/Je kids/ JlOll--J'lJ1oking Teen aJ'k 1amz!)' not to Jmoke in tbe home?

Ca» tbe kidr/ non-smoking Teen ^tlJ'to get parentJ or Jib/ùZgs to stop Jmokilt(_g a/to(_gether?

NOH'7 plesse look again at the ratings sheet that we used to rate the Iirst approach. Tbink about this particular issue - which is Approach #2 and score it bascd on the

5

criteria: 1 undcrstand this idca - it's makes sense for people@

myage - give this a rating between 1 and 5. A 1 rating means that you don 't think it 's ve.ty goo~ il doesri't make much sense for people your age or you don 't rcally unders tan d if, a 5 rating mcans it's really goo~ you understand if and End il particularly relevant to pf'!8?le your age. Likcwisc for the 40ther criteria: This would make Ille tbink;1'would want to know more about this and would seek out ititorrnetion: (web, parents ... ),@!i11is would make me want to do sonletbinff!j)I would take action and t.ty to change the rvay things ar@

Approaeh #3: "You wanna smoke? No problem. Just eut me the same slaek and smoke somewhere else" :

rr:'/Jere doyos like to hang ott! lYith_yourj1"ien(iJ?

/Jre tbere people smoking tbere?

Can non-smo eers and .fmoken "hml,__!!' ONt" tox,etber?

JjyeJ, w/Jat jJappell.r? Do the non-smoèerspur Itp lvith smoke or do the smo.eers "bult ol!t"?;;L({~

HoUJ is ibis deaded? 2'th j;)c'\?>() b

ShouM !lie plm-eJ wbere J'0ll hang Ottt be made "smoee-free"? rl/r~y/ rr:::ï!y not?

NOTVj please look again at the ratings sheet that we used to rate the first 2 approacbcs. Tiiink about this particular issue - wbich is Approsch

#3

and score if based on the

5

criteria: 1 understand this idea - it's makes sense for3/

people myage - give this a rating between 1 and 5. A 1 rating means that you don 't think it's ve.t:,v goo~ if doesn 't make much sense for people your age or you don 't really understnnd if, a 5 rating means it's really good, you

understandit and End if particularly relevant t;!:i!fople your age. Likcwisc for the 4 otlicr criteria: This would makc me tbin~vould want lq--fm.ow more about this and would seek out intormation: (web, parents ... )}!2f:lûs would make

(21)

4la9 L 420-17-

-4?-

iLt

45cJi

me waru to do something?\ would take action and try to change the wal'@

things are.

Approach #4: "The tobacco industry is a manipulating bunch of money grubbers":

?b-

^{Ho» do}^youfee!^abouttobacco companies?

? (~~

Do )'011 lhil1k tbat tb~y have a'!_y responsibilities or shol//d be blamed for Teens J]Jho start s?«.

smokù~g? U/-/D' / lV~y l1ot?"17

b

W})(ll sbould be done about Ù?:l;;Y

J,f701Iid.)'011 lvant to kl1oV,J more about tbe tobacco ind!tJtl)'?

Doyo« tbillk ue're doin,g el ,goor/job in rest,ictil1,g or limÙùl._f!, the tobacco cotupanies' business?

10az

J,f7~)'/ IVfJ' 1l0t?1⁰0 4/b

IJ if JOJ!Jethil7gpeop/e_yollr age thin]: abJJfJ? S hot/id tbey? Or is this Jometl)ù~g tba: parmtJ or ,go!/ernmmt should be responsible for?.d...Lc_ . ^L()._q_ ^.

.:4.2-

IY7ollid.)'011 lvmlt to kl1mv hou! much profit tobacco tOmpallleJ make? Does tt ma7kr?

Lf/-ould_you UJorkfor a tobacco (ompmy? .

Bou! doyo/: fiel about people wbo JJ)orkfor tobacco courpanies?

S bould ^tiN)'be able ¹⁰adiertise? If/hy/ UJ/?J! not? [---Im)e you seen al1ylhil1gj1Wl/ tobacco

(Olllpr;mieJ?

45b\._ -

-4.

Sb - -

45é_

Now, please look again at the ratings sheet that we used ta rate the tirst 3 approechcs. Think about this perticulsr issue - which

is

Approach #4 and score it bascd on the 5 criteria: 1 understand this idea - it's makes sense for

1(0

people lnyage - give this a rating between 1 and 5. A 1 rating means that l'ou don ft think it's very good, it doesn't make much sense torpeople your age or you don ft rcelly' understand it, a 5 rating mcans it's really good, you

understand if and tind if perticularly relevant f1!;J?eople your age. Likcwise for the 4 other criteria: This would make mc thin:i!A would lvan&;!!J know more about this and would see%-'!flt infonnation: (web, parents ... ~his would make me waat ^~(/)L~sonlethinJ1jJ would take action and try to change the way

thingsar~

Approach #5: "1 don't need smoke in my face ... and l'm not afraid to say so."

""')( - Do uon-smo/eers have the l~gbl to a "smolee-free'' space anyiubere tJJr:J1 are?

t5

^2- ^- ij/'here do tbey bave tbe l~f!,bt to "smaeefree" space?

1), - U7here do thr:J! not?

0S'- '1-

rr-/JO decides wbat sbouid be "smokefree" space?

If/j;o enforces it?

(22)

:58 -

57

~ -

51

(; 0

b\

(0 2__-

lI/l){l! is tbe t'Ole

if

peopieJ!our qge?

Y)'Oti u/erc in a "smaec-free" ,rpace and J071/eO/Je ^J-VaJ,\"moking tuhat ~V01lld_YOll do?

S'hONid tbere be penalties for .fJJlokùtg in a smolze-free space?

Jhollid the rules and pmaltieJ be the SClJ17e forpeople uuder 19 as th~y arejor people ouer 19?

(C1!7)'oll/zgpeople make a ddjère71ce ^O!1ibis issue?

S/Jo/dd they?

W'hat sbonld thqy do? (proteJ0 n/ear t-sbirts. J~gn petitions, wear buttons ... .)

NOH" please look again at the ratings sheet that l-ve used to rate the Iirst 4 approa ch es. Think about this perticulsr issue - which is Approach #5 and score it based on the 5 criteria: 1 understand this idea - it 's mskes sense fo@

people ml' age - give this a rating between 1 and 5. A 1 rating means that you don 't think it's ve.ty good, if doesn 't make much sense for people your age or you don't really unders tan d it, a 5 rating means it's really good, you

understand if and find it particularly relevant t"fople your age. Likewise for the 4 other criteria: This would makc me thinJ/?Fwould wank5know more about this and would see~.l{tinformation: (web, parents ... ;;:_:J)'his would make me want t~omet1llil~rVOllld take action and tly to cbange the way

thlngs are(.f!:/

Summary of Approaches (shou1d have approximately 15 minutes 1eft at this point - 10 minutes): Now tbet we 've talked about the five issues and rated them Ict 's tbink: about them relative to each other. To recap: there was:

1. Living smoke free siri't gonna happen ifyou alweys smoke near me 2. l'ou sinoke, you croak ... and 1'11 still probably smoke

3. You wanna smoke? No problcm. Just eut me sorne slack and smoke somewhere else.

4. The tobecco industry is a manipuleting bunch of nloney grubbers.

5. 1 don

't

need smoke in my face ... and l'm not afraid to say so.

Look at the scores .:vou gave (hem. Think about which one 's l'ou think were the most Important for people your age. I'm gOlng to give you a couple of minutes

to think and then l'm going to go around to each oiyou and ask you to tell me

~ whicb 2 issues you think: matter the most to you and/or people your age. Don 't

, @

(23)

,

.

concern yourself with wluu anyone else thitiks, we 're not going to vote - 1 want your ^OHTlpersonal opinion.

b~

^o.__

Go around the room and ask each participant to t~~hich are th op 2 issues for them. Wh;tProbe for what these issues would do - make them think, make them source out info, would they taik about these with friends, would they want to take action and change things because of this message?

J actually have one last "issue" that J'd like your feedback on but we won'r have to rate this one - wc'Il just talk about it. (5 minutes)

if"

^{Smoke and}you become a slave to the butt. "

~ t

^FlowJ1Ja'!.y cigarettes does it tC/ke to becorse addicted?

b;;

Is this tbe same for Teens as it is for adults?

b

t?

HOl]) bard if if to quit?

{7

r~?/)Clt !J7(JkeJ quittiflg dijfiC/llt?

b~

G

0.-

y

^a^tee/7qger^u/antsto quit 7JJ!Jat ({l17 t!7~)/ do?

Do ^)'011barc enoNrz!J informntio), or help to try to auit? ^1_

- <» • - 1 70 ⁽⁰r:»

Is it casier or barderfor a Teen to quit JmokiJ7"g tban il is for an adult?lJn~y or lJJf?J' not?

7

⁰

cd?

L t -

72 -

7??-

lFbat are the most importan: thil'l..gJ that make itpossiblefor a Teenager to quit smoking?

IJ Cl Tee» 1])/;0 JJJ70ked deaded to qm't 7JJOliid their friends be helpjid/ snpportiue?

lfa Teeu 7P!JO smoked dedded to quit ]])ould t/JeirfClmif} be !JelpfZl// support/Zie?

Fine tuning - Tonality and manner: (if there's time and the group is still involved spend 10 minutes on this exercise!)

In wrapping up l'm going to ask you to do a little work. Behind you there are two flipcharts. l'm going to break you into 2 groups of three. (pick groups) Choose a "writer" for your group. Look at your ratings sheets at the 5

approaches that we just finished talking about. Now, on the flipchart 1 want each group to either improve one or several of these approaches and by that 1 mean make it stronger or more important to people your age. Or suggest sornerhing else entirely that you feel we've missed. And l'm going to ask you

(24)

· .

to think about what kind of ads would work for these - should they be funny, not funny, who should be in them and what should they be doing.

Okay break into your groups - you've got 5 minutes and th en we'll have you present your work 10 everybody.

Health Canada Final Report Phase