Collateral Support:Collateral Support:

Public Relations and Media Public Relations and Media Antitobacco CampaignsAntitobacco Campaigns

in Polandin Poland

Jolanta Jablonska (on behalf of Janusz Marek Jaworski )Jolanta Jablonska (on behalf of Janusz Marek Jaworski )PR AssistantPR Assistant

Cancer Centre & Institute of Oncology in WarsawCancer Centre & Institute of Oncology in WarsawHealth Promotion FoundationHealth Promotion Foundation

Polish Coalition Tobacco or HealthPolish Coalition Tobacco or Health

Tobacco dependence is Tobacco dependence is a a diseasedisease

Tobacco dependence treatmentTobacco dependence treatmentisis ( (in generalin general)) a medical problem a medical problem

but…but…

……PRPR and media campaigns are very and media campaigns are very useful supportuseful support inin::

Building of motivation to quit smoking by Building of motivation to quit smoking by informing on:informing on: Hazards of smokingHazards of smoking Advantages of life without tobaccoAdvantages of life without tobacco

Informing on smoking cessation professional Informing on smoking cessation professional resourcesresources

Rules of Polish collateral support Rules of Polish collateral support campaigns:campaigns:

Offering to smokers some support in those places and Offering to smokers some support in those places and situations where situations where they don’t expect itthey don’t expect it

Reaching smokers in these places and situations Reaching smokers in these places and situations where people where people are every day, wait for somethingare every day, wait for something and and have some free timehave some free time (bus stops, railway stations, (bus stops, railway stations, airports, supermarkets, administration buildings)airports, supermarkets, administration buildings)

Reaching smokers in places, which are Reaching smokers in places, which are difficult to difficult to avoidavoid (central place of the main street or square) (central place of the main street or square)

Organizers Organizers

Cancer Centre & Institute of Oncology in WarsawCancer Centre & Institute of Oncology in Warsaw Health Promotion FoundationHealth Promotion Foundation Ministry of HealthMinistry of Health Polish Coalition Tobacco or Health (since 2003)Polish Coalition Tobacco or Health (since 2003) Over 300 public health units (governmental)Over 300 public health units (governmental) Over 200 hospitals, clinicOver 200 hospitals, clinicss, schools, local public , schools, local public

institutions, catholic church units, and NGO-sinstitutions, catholic church units, and NGO-s SponsorsSponsors

Polish Coalition Tobacco or HealthPolish Coalition Tobacco or Health

11 members – NGOs (the most involved and active in 11 members – NGOs (the most involved and active in tobacco control in Poland)tobacco control in Poland)

Member of European Network on Smoking PreventionMember of European Network on Smoking Prevention Goals:Goals:

Effective implementation of Polish antitobacco lawEffective implementation of Polish antitobacco law Coordination of activities which aims at reducing Coordination of activities which aims at reducing

consequences of tobacco smokingconsequences of tobacco smoking International cooperation, especially with EU countries and International cooperation, especially with EU countries and

Former Soviet Union republicsFormer Soviet Union republics

Examples of Polish collateral support Examples of Polish collateral support campaigns:campaigns:

„„Let’s quit smoking together” events:Let’s quit smoking together” events: World No Tobacco Day (May 31)World No Tobacco Day (May 31) Great Polish Smoke-Out (3Great Polish Smoke-Out (3rdrd Thursday of November) Thursday of November)

„„Let’s quit smoking together” competition for people, who quit Let’s quit smoking together” competition for people, who quit smokingsmoking

Mass media involvementMass media involvement Art and literary contestArt and literary contest Antitobacco awards for people and institutions involved in Antitobacco awards for people and institutions involved in

tobacco controltobacco control Famous people involvementFamous people involvement Educational materialsEducational materials Antitobacco gadgetsAntitobacco gadgets WebsiteWebsite

„„Let’s quit smoking together” EventsLet’s quit smoking together” Events

On the streetOn the street On the plane’s boards and at the airportsOn the plane’s boards and at the airports In trains and at railway stationsIn trains and at railway stations In public transportIn public transport At schoolsAt schools At administration buildingsAt administration buildings

Parade in Warsaw on World Parade in Warsaw on World No Tobacco Day, May 31No Tobacco Day, May 31

Event on one of the Event on one of the biggest squares in biggest squares in

Warsaw: May 31Warsaw: May 31

HappeningHappening,, which which showshowss how many how many

people die every day in people die every day in Warsaw because of Warsaw because of

smokingsmoking

Great Polish Smoke-Out Great Polish Smoke-Out (3rd Thursday of (3rd Thursday of

November) on one of the November) on one of the biggest squares in Warsawbiggest squares in Warsaw

Event in public transport Event in public transport in Warsaw – medical in Warsaw – medical students invited all students invited all

smokers to the old trams, smokers to the old trams, where they could get help where they could get help and advice „how to quit”and advice „how to quit”

„„Only for smokersOnly for smokers!!(who want(who wantss to quit) to quit)””

Antitobacco posters Antitobacco posters in public transportin public transport

All events engage All events engage medical medical

professionals – professionals – doctors and doctors and

nursesnurses

Event at school – Event at school – a glider with a glider with

antitobacco logo antitobacco logo on playing-fieldon playing-field

Event in Mazovian Event in Mazovian Voivodeship OfficeVoivodeship Office

(local(local administration)administration)

Event at the airport in Warsaw and Event at the airport in Warsaw and on the plane’s boardson the plane’s boards

Event at the railway Event at the railway stationstationss in Warsaw in Warsaw

„„Let’s quit smoking together” competition Let’s quit smoking together” competition for people who quit smokingfor people who quit smoking

Nationwide competitionNationwide competition Special editions:Special editions:

For medical doctorsFor medical doctors For nurses & midwivesFor nurses & midwives For bank employeesFor bank employees For bus transport employeesFor bus transport employees For children & youthFor children & youth For families For families

Declaration of quitting Declaration of quitting smoking in nationwide smoking in nationwide

editionedition – post card– post card

The card The card distributed on the distributed on the

boards of the boards of the Polish planesPolish planes

Special edition of „Let’s quit smoking Special edition of „Let’s quit smoking together” contest for bank employeestogether” contest for bank employees

- insert to bank paper magazine- insert to bank paper magazine(declaration o(declaration off smoking cessation) smoking cessation)

Special edition of Let’s quit smoking together” contest for bus transport Special edition of Let’s quit smoking together” contest for bus transport employees (coupon/declaration oemployees (coupon/declaration of f quitting smoking)quitting smoking)

Special edition of Let’s Special edition of Let’s quit smoking together” quit smoking together” contest for nurses and contest for nurses and

midwives - insert to midwives - insert to nurses paper magazinenurses paper magazine

Competition for families in „Health” magazine – double Competition for families in „Health” magazine – double awardawardss: for smoker, who quit and for member of her/his : for smoker, who quit and for member of her/his

family, who shared this information with usfamily, who shared this information with us

AWARD!!!AWARD!!!Trip to Italy for 20 winners –Trip to Italy for 20 winners – visit in Vatican and meeting visit in Vatican and meeting

with Popewith Pope

Drawing

Mass Media InvolvementMass Media Involvement

Press conferencesPress conferences Public Radio and TV agreementPublic Radio and TV agreement Regular cooperation with journalists involved Regular cooperation with journalists involved

in public health issuesin public health issues Support for smoking journalistsSupport for smoking journalists Cooperation with one of the most popular TV Cooperation with one of the most popular TV

serialserial Movies producers meetingsMovies producers meetings

Press conferences in Press conferences in professional Press Center and professional Press Center and

sometimessometimes in „untypical”in „untypical” places,places,

for example in caféfor example in café

Informal meeting Informal meeting with journalists with journalists before Worldbefore World No No Tobacco Day – Tobacco Day –

picnic and tennis picnic and tennis competitioncompetition

The producers and actors of one of the most popular Polish serial were involved in the Great Polish Smoke-Out in 2003. Some episodes of this movie raised tobacco smoking issues. Also the great final TV program took part in this serial and winners of the contest appeared in the movie together with Catholic Church Primate – president of our Honorary Committee (the movie is about catholic parish).Additionally Polish Public TV produced some antitobacco spots shown on November 2003 and strongly connected to the issues raised in the movie.

Actors of the serial Actors of the serial (our new friends) (our new friends) during World No during World No

Tobacco Day Tobacco Day parade 2004parade 2004

One of the breakfastOne of the breakfast meetings with movies directors –meetings with movies directors – During these meetings we give them some new data During these meetings we give them some new data on on

health promotion which can be used in the movies.health promotion which can be used in the movies.

Smoking ban symbol on TV screen (during Great Polish Smoke-Out)

Great Final TV program 2002Agreement witAgreement withh Public Public TV and RadioTV and Radio

Live T.V. Live T.V. coverage of coverage of

Event on Great Event on Great Polish Smoke-Polish Smoke-Out in WarsawOut in Warsaw

Support for smoking journalists – Support for smoking journalists – Actions in Polish Public Television and Radio buildings – possibility for smoking Actions in Polish Public Television and Radio buildings – possibility for smoking

journalists to get professional advice and help on „How to quit”journalists to get professional advice and help on „How to quit”

Art and Literary ContestArt and Literary Contestss

ExEx--smokers diary competitionsmokers diary competition Antitobacco posters competitionAntitobacco posters competition

Contest organized by Contest organized by „Gazeta Wyborcza” – the „Gazeta Wyborcza” – the most popular newspaper, most popular newspaper, was for ex-smokers, who was for ex-smokers, who would like to share their would like to share their experiences. The best experiences. The best

diaries were published in diaries were published in book „Smokers book „Smokers

Memoirs”.Memoirs”.

Smokers Memoirs

Contest for children on the best Contest for children on the best antitobacco poster – The best antitobacco poster – The best posters were presented during posters were presented during

„Great Polish Smoke-Out” event. „Great Polish Smoke-Out” event. In jury was Andrzej Pągowski, one In jury was Andrzej Pągowski, one

of the most popular graphics in of the most popular graphics in Poland. Poland.

Antitobacco awards for people and Antitobacco awards for people and institutions involved in tobacco controlinstitutions involved in tobacco control

Gold Honorary Award of Health Promotion Gold Honorary Award of Health Promotion FoundationFoundation

„„White Crow” AwardWhite Crow” Award

Award ceremonies:Award ceremonies:•During huge concert of Polish During huge concert of Polish Radio OrchestraRadio Orchestra•During the meeting in the seatDuring the meeting in the seatof the Catholic Church Primateof the Catholic Church Primate

Honorary CommitteeHonorary CommitteePRIMATE JÓZEF GLEMP - ChairmanPRIMATE JÓZEF GLEMP - Chairman Polish Post Corporation General Director Priest Prof. Czesław Cekiera, Catholic

University in Lublin President of PEKAES S.A. corporation President of the Polish Public Television President of Polish Sport Confederation General Sanitary Inspector Deputy President of Law and Justice political party President of Warsaw city President of Polish Tourist Organization,

President of Labor Holiday Found Sten Lundbo, Ambassador of Norway

Kingdom in Poland Ilona Łepkowska, Movie Scenarist Pastor of Adventarians Church President of Polish Scouting Association

Cancer Centre and Institute of Oncology Director

Chairman of Polish Senate Andrzej Pągowski, Artist President of bank PKO BP S.A. President of General Physicians Board President of Polish Clinical Oncology

Association President of Polish Public Radio President of Polish Culture Foundation Minister of National Defense Andreas Stadler, Austrian Forum of Culture President of OPZZ (trade union) Deputy President of Polish Red Cross Organization Chairman of Polish Parliament President of bank BPH President of Polish Doctors Association

Famous Persons InvolvementFamous Persons InvolvementPolish First LadyPolish First LadyJolanta KwaśniewskaJolanta Kwaśniewska

Polish National Bank Polish National Bank PresidentPresidentLeszek BalcerowiczLeszek Balcerowicz

Famous Polish PoetFamous Polish PoetTadeusz RóżewiczTadeusz Różewicz

Famous Polish singerFamous Polish singerMaryla RodowiczMaryla Rodowicz

Educational Materials Used Educational Materials Used During Our EventsDuring Our Events

BookletsBooklets

LeafletsLeaflets

i

Guidebook „Professor Witold Zatonski advises how to quit smoking”Guidebook „Professor Witold Zatonski advises how to quit smoking”

This guidebook This guidebook „Read and quit „Read and quit

smoking” has the smoking” has the same size and shape same size and shape

as cigarette packas cigarette pack

Fine/rebuke for smokers distributed during antFine/rebuke for smokers distributed during antiitobacco happenings on the streettobacco happenings on the street

Poster:Poster:„„Smoking is Smoking is

treatable”treatable”

Poster:Poster:„„Let’s quit Let’s quit

smoking together”smoking together”

Poster:Poster: „ „Cigarettes Cigarettes

are shit”are shit”

Poster: „Mum & dad please, don’t smoke”Poster: „Mum & dad please, don’t smoke”

Poster: „Real eagle doesn’t smoke”Poster: „Real eagle doesn’t smoke”

Antitobacco GadgetsAntitobacco Gadgets

Antitobacco Neon on Antitobacco Neon on World No Tobacco World No Tobacco

DayDay

T-shirtT-shirtss

T-shirtT-shirtss

JacketsJackets

CapsCaps

CalendarsCalendars

PinsPins

Stand for Making PhotosStand for Making Photos

„„Let’s quit smokingLet’s quit smoking together”together”

Smoking ban Smoking ban symbol - symbol -

stamps on the stamps on the streets streets

WebsiteWebsite: www.promocjazdrowia.pl: www.promocjazdrowia.pl

EvaluatioEvaluationn

Every year nation-wide surveys based on randomized samples of 1,000 to 1,500 adults (15 years old and over) and conducted by Center for Research on Public Opinion.

IMPACT OF THE GREAT SMOKE-OUT CAMPAIGNIMPACT OF THE GREAT SMOKE-OUT CAMPAIGNON SMOKING BEHAVIORS AND ATTITUDES IN POLAND ON SMOKING BEHAVIORS AND ATTITUDES IN POLAND (1991-200(1991-20044))11

Adults who: 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

in million

have recognized the campaign

- 26.8 23.0 26.9 26.0 25.4 26.4 25.0 23.5 26.9 23.6 25,2 25,1 25,7

have tried to change their smoking,

- 3.5 1.8 2.8 2.7 2.2 3.2 1.3 2.3 2.1 1.8 1,4 2,2 2,3

including those who have made attempt to quit smoking

- 0.6 1.0 1.3 1.2 1.0 0.9 0.7 0.9 0.6 0.5 0,9 0,9 1,0

quit smoking for good - 0.2 0.3 0.2 0.3 0.4 0.2 0.2 0.15 0.3 0.1 0,2 0,05 0,26

in thousand

have took part in the Quit & Win contest

3.0 20.0 14.0 33.0 35.0 31.0 30.0 35.0 31.0 46.5 34.5 35,0 35,0 30,0

Nation-wide surveys based on randomized samples of 1,000 to 1,500 adults (15 years old and over) and conducted by the Cancer Center and Institute in Warsaw in collaboration with the Health Promotion Foundation and the Center for Research on Public Opinion.

Booklets – every year summary oBooklets – every year summary off our antitobacco activities our antitobacco activities

Social perception and behavioral effects of Social perception and behavioral effects of the Great Polish Smokethe Great Polish Smoke-O-Out, 199ut, 19911-200-20044

Nearly 3 million ex-smokers claim,Nearly 3 million ex-smokers claim,that they stopped smoking because ofthat they stopped smoking because of

„„Let’s quit smoking together” Let’s quit smoking together” Campaign since 1991Campaign since 1991

500,000 sent us declaration of quitting of500,000 sent us declaration of quitting of smoking smoking