Don’t Be a Butthead — Be Smoke Free

www.dontbeabutthead.ca

Challenge

While smoking rates were declining in the rest of Canada, numbers were on the rise in the NWT. Youth in the North were picking up their first cigarette at the age of 11 and becoming daily smokers by age 13. Evidence shows that those who do not start smoking by age 18 will remain smoke free for life. Our challenge was to encourage youth to avoid picking up that first cigarette.

Solution

The first step was to conduct in-depth research, which included focus groups in 18 northern communities. We then developed and implemented a mass media tobacco communications strategy, “Don’t be a Butthead — Be Smoke Free.” Youth learned the facts and effects of smoking and were encouraged commit to be smoke free. With innovative classroom presentations, prizes and events, this 6-year campaign has gone from strength to strength.

Outcome

The results are impressive. After its first year, a full 90 percent of youth and 86 percent of parents were aware of the campaign. The 2007 NWT School Tobacco Survey showed an 18.75 percent reduction in teen smoking rates — up from little or no reduction before the campaign started in 2002.