NOVEMBER 17, 2016 GREAT AMERICAN SMOKEOUT. Communications Toolkit for Health Systems

Transcription

1 NOVEMBER 17, 2016 GREAT AMERICAN SMOKEOUT Communications Toolkit for Health Systems

2 Welcome Thank you for downloading the American Cancer Society Great American Smokeout Communications Toolkit. You re helping improve lives, and perhaps even save them, by encouraging people you care about to stop smoking. Use these materials to inspire your employees, colleagues, partners, subscribers, and patients to quit their tobacco habit, or at least pledge to quit, on Thursday, November 17, the American Cancer Society Great American Smokeout. This kit includes content you can repurpose in mail, , Facebook, Twitter, lunchroom posters, and more. Simply copy and paste, or (in the case of graphics) click the link to download. We ve also included ideas for easy events to celebrate and support those who are quitting. Your participation is so important. Tobacco use remains the single largest preventable cause of disease and premature death in the US, yet more than 40 million Americans still smoke cigarettes. In 2012, smoking-related health care costs in the United States totaled $176 billion. Quitting smoking delivers almost immediate health benefits. The longer a person avoids tobacco, the healthier they ll get. Thank you very much for your efforts. When we quit together, we win together. To learn more, visit cancer.org/smokeout or call the American Cancer Society at American Cancer Society

3 What s in this Kit Appeals for Participation... 4 Message for Smoking Groups in Your Organization... 5 Finding Stories in Your Organization... 6 Video Ideas... 7 Infographic to Share... 8 Tweetable Tips to Help Quitters Stick to the Plan... 9 Share Your Story with the Media Pitch to Local and Regional Newspaper, Radio, etc Note from the Doctor Easy Event Ideas More Ambitious Event Ideas Communications Checklist Please Share Your Feedback Appendix: Messages... 17

4 Page 4 Appeals for Participation For your intranet, bulletin board, digital display, or newsletter. You d like to quit tobacco, you intend to quit, but, well, you just need to pick a day. How about Thursday November 17, 2016? That s the American Cancer Society Great American Smokeout. You can join millions of Americans and start living tobacco free. Although the Smokeout is a big day, any day is good for starting a healthier, happier life. Call the American Cancer Society and see if you re eligible for the proven Quit For Life program, offered year-round in partnership with Optum. It s helped more than one million tobacco users make a plan to quit for good. Those not eligible are transferred to their state quitline for help with quitting smoking. To learn more, visit cancer.org/smokeout or call the American Cancer Society at When trying to quit smoking, support can make all the difference. Another Version Dear colleagues, As the holidays approach, it s a good time to take stock of our well-being. Your health and happiness are a major concern of this company. Being healthy is good for you, good for business, and makes work at [YOUR COMPANY] more satisfying. If you re interested in quitting smoking, we urge you to join your colleagues in the American Cancer Society Great American Smokeout on Thursday, November 17. There s strength in numbers. When trying to quit smoking, support can make all the difference. Reply to sign up for American Cancer Society Great American Smokeout activities!

5 Page 5 Message for Smoking Groups in Your Organization Whether they re online or off. Hi everyone, Sorry to barge in unannounced, but for those of you hoping to go tobacco free someday, we just wanted to give you a heads up about a great resource. Thursday November 17, 2016, is the American Cancer Society Great American Smokeout. You can join millions of Americans and start living tobacco free. You don t have to raise your hand, sign up, or do anything other than quietly commit to quit, knowing you re doing it with many, many others across the country and perhaps in this company. The American Cancer Society backs up this special day with its year-round Quit For Life Program, offered in partnership with Optum. It has helped more than one million tobacco users make a plan to quit for good. To find out if you re eligible for the program or to ask general questions about quitting smoking, call the American Cancer Society at You can also find more quitting resources at cancer.org/smokeout. When trying to quit smoking, support can make all the difference.

6 Page 6 Finding Stories in Your Organization Stories of real people quitting and succeeding are the best source of inspiration! Who in your organization wants to quit? Who s already done it? Use this to find out. Or publish it in your employee newsletter. Then capture their stories and post them to Twitter, Facebook, or your intranet, or publish them in your newsletter. Dear colleagues, Are you a smoker who s thinking of quitting? Or are you a former smoker who successfully quit? If so, we want to hear from you. Our company is participating in the American Cancer Society Great American Smokeout. We d like to feature past and future quitters on our Facebook and Twitter pages. Here are examples of the kind of messages we d like to post: [John Doe], a 15-year employee of [our company] pledges to quit smoking November 17 as part of the American Cancer Society Great American Smokeout. He s doing it so he can spend more years with his wife and three young kids. [Our company] employee Jane Doe quit smoking seven years ago. Her strategy? Carrot sticks. True story! Join Jane and other successful quitters by quitting smoking on November 17th, the American Cancer Society Great American Smokeout. Quit together, win together. Do you have a plan to quit, or a story of how you quit? Please let me know! And send a photo! Thank you! [Signature]

7 Page 7 Video Ideas Why not have quitting employees, members, or patients shoot a quick inspirational video? it or post on Facebook or Twitter. Option 1: Use your smartphone to film yourself saying something like this: November 17 is the American Cancer Society Great American Smokeout, and I hereby promise to quit smoking on that day. I want to be healthier and happier. If you re a smoker, please join me. When trying to quit smoking, support can make all the difference! Option 2: Do it with a friend: November 17 is the American Cancer Society Great American Smokeout, and we, [names], hereby promise to quit smoking on that day. We want to be healthier and happier. Please join us! When trying to quit smoking, support can make all the difference! Option 3 for a former smoker: November 17 is the American Cancer Society Great American Smokeout, I urge you to quit smoking on that day. I quit in [YEAR], and I ve never been healthier or happier. The cravings are gone. I will support you. When trying to quit smoking, support can make all the difference!

8 Page 8 Infographic to Share This chart outlines the benefits of quitting. You can tweet individual factoids or share in s, newsletters, or social media. View sources at stayawayfromtobacco/guidetoquittingsmoking/ guide-to-quitting-smoking-benefits How does your body 20 minutes 12 hours Your heart rate and blood pressure drop. The carbon monoxide level in your blood drops to normal. 2 3 Your circulation improves and your lung function increases. 1 9 Coughing and shortness of breath decrease; cilia start to regain normal function in the lungs, increasing the ability to handle mucus, clean the lungs, and reduce the risk of infection. The excess risk of coronary heart disease is half that of a Risk of cancer of the mouth, throat, esophagus, and bladder is cut in half. Cervical cancer risk falls to that of a non- smoker. Stroke risk can fall to that of a non-smoker after 2-5 years. 10 The risk of dying from lung cancer is about half that of a person who is still smoking. The risk of cancer of the larynx (voice box) and pancreas decreases. 15 The risk of coronary heart disease is that of a non- smoker s.

9 Page 9 Tweetable Tips to Help Quitters Stick to the Plan Tweet/post/share these one at a time, or circulate a link to the page from which the tips are adapted: guidetoquittingsmoking/guide-to-quitting-smoking-dealing-with-withdrawal Use these ideas to help quitters stay committed: Avoid temptation. Stay away from people and places that tempt you to smoke. Change your habits. Switch to juices or water instead of alcohol or coffee. Choose foods that don t make you want to smoke. Take a brisk walk instead of a smoke break. Choose other things for your mouth, e.g., sugarless gum or hard candy, raw vegetables such as carrot sticks, or sunflower seeds. Exercise or do something that keeps your hands busy, such as needlework or woodworking, which can help distract you from the urge to smoke. Take a hot bath, go for a walk, or read a book. Breathe deeply: When the urge strikes, breathe deeply and picture your lungs filling with fresh, clean air. Delay: If you feel that you re about to light up, hold off. Tell yourself you must wait at least 10 minutes. Often this simple trick will allow you to move beyond the strong urge to smoke. Reward yourself. Put the money you would have spent on tobacco in a jar every day and then buy yourself a weekly treat. You can also reward yourself in ways that don t cost money: visit a park or go to the library. Download the Quit For Life mobile app, available on both ios and Android platforms.

10 Page 10 Share Your Story with the Media Customize this news release and share it with your local newspaper, radio station, or community website. Also, share it with your local American Cancer Society office. News Release Template: FOR IMMEDIATE RELEASE [NUMBER] [COMPANY] associates vow to quit smoking November 17 American Cancer Society Great American Smokeout is the perfect time to support smokers trying to quit. Support can make all the difference. CITY, STATE, Month, Day, 2016 Life is short, and for those who smoke, quitting returns precious years and vitality. That s why [COMPANY] is delighted to announce that [NUMBER] associates [CHOOSE ONE: have pledged to quit/ will pledge to quit] on Thursday, November 17, the American Cancer Society Great American Smokeout. QUITTER QUOTE HERE: [EXAMPLE] I ve smoked my whole life with the nagging concern that it wasn t exactly improving my health, said [EMPLOYEE]. With my family and friends in mind, I m ready to give quitting a real shot. I m going to lean on my colleagues, and they re going to lean on me. We re going to be quitters! When trying to quit smoking, support can make all the difference. Tobacco use remains the single largest preventable cause of disease and premature death in the US, yet about 40 million Americans still smoke cigarettes that s about 1 in every 5 adults. The American Cancer Society marks the Great American Smokeout on the third Thursday of November each year by encouraging smokers to use the date to make a plan to quit, or to plan in advance and quit smoking that day. By quitting even for one day smokers will be taking an important step towards a healthier life one that can help lead to reducing cancer risk. [Standard paragraph about your company here] Your contact information cancer.org/smokeout #GASO

11 Page 11 Pitch to Local and Regional Newspaper, Radio, etc. Do you or your member organizations have quitters who are willing and able to do interviews? Work with a local American Cancer Society office, and send a note like this to the local paper! Dear editor, Thursday, November 17, is the one day out of the year set aside for quitting smoking or pledging to quit the American Cancer Society Great American Smokeout. With that day approaching, I thought you might be interested in profiling someone who s committed to quit exploring their plan, their fears, their commitment, their resolve, etc. [USE YOUR OWN EXAMPLE: Jane Smith, an accountant here for 15 years, has smoked all of her life and is determined to make a change. She s among half a dozen here who are making huge life decisions around the American Cancer Society Great American Smokeout.] We re proud of them. We want all of our employees to be happy and healthy, and we all look up to these people who are putting themselves out there so boldly. Would you be interested in speaking with [NAME OF PERSON IN EXAMPLE]? Thank you very much for your consideration. [Signature] P.S. Tobacco use remains the single largest preventable cause of disease and premature death in the US, yet more than 40 million Americans still smoke cigarettes, and in 2012, tobaccouse led to $176 billion in healthcare-related costs in the United States. P.P.S. Quitting smoking delivers immediate health benefits. The longer a person avoids tobacco, the healthier they ll get.

12 Page 12 Note from the Doctor If you re a health-care provider, try sending this note to a patient who smokes. Dear [PATIENT NAME], I hope this note finds you happy and healthy. In one of your previous visits, you identified yourself as a smoker. As your [physician/provider], this concerns me. I d urge you to consider reducing or eliminating your tobacco use to claim precious years of health and vitality. If you re at all interested in quitting, please schedule an appointment with me, or learn about the American Cancer Society Great American Smokeout taking place on Thursday, November 17, or do both. Information on the American Cancer Society Great American Smokeout, which has helped millions of people quit smoking, can be found here: Another option is calling the American Cancer Society at , which connects you with its proven Quit For Life Program, offered year round in partnership with Optum. It has helped more than one million tobacco users make a plan to quit for good. Yours in good health, [SIGNATURE] Dr. Joe Smith

13 Page 13 Easy Event Ideas Quitters Group Photo: Take a picture of everyone who s going to quit on November 17 and post it on Twitter, Facebook, and your company intranet. If it s a large group, shoot them from the top of a hill or (safely!) from a step ladder. Action Shots: Photograph smokers engaging in activities that are an alternative to smoking. Friday Afternoon Snack Break: Celebrate the quitters! Record a Message from the CEO: Heavyweights carry, well, a lot of weight! Use that influence to encourage employees to quit smoking and live healthier lives. Trophy Ceremony: Go to the party store and buy inexpensive trophies. Celebrate the quitters! Stop-Using-Tobacco Stations: Set up stations where tobacco users can trade cigarettes or smokeless tobacco products for nicotine replacement therapies (e.g., gum, lozenges, or patches), chewing gum, carrot sticks, or lollipops. Incentives: Offer a cash prize or gift card for tobacco users who quit on or before the American Cancer Society Great American Smokeout and remain tobaccofree for 6 months or 1 year. If your budget is tight, enter all names into a drawing for a single prize. Cold Turkey: Feature a cold turkey special on the company cafeteria menu, and/or raffle off Thanksgiving turkeys. Empathy Pledge: Give a special sticker (available at cancer.org/ smokeout) to employees who are quitting and those who are supporting them. Adopt a Smoker: Encourage nonsmokers to adopt a smoker. The nonsmoking employee will commit to mentorship and support. Competition: Start a competition between departments or regional offices to collect the most kept pledges to quit tobacco.

14 Page 14 More Ambitious Event Ideas Inspiration Wall Designate a bulletin board, say, in the company cafeteria, and have employees cover it with supportive notes for colleagues who are attempting to quit. Notes can be directed at specific quitters or the company s quitters in general. In a health care setting, you can make a similar wall for patients. Together Quit Together, Win Roundtable Gather three to five successful quitters together to tell their stories, share the tips that helped them succeed, and answer questions of would-be quitters. The audience can be your employees, your members or the public. Then take pictures of the wall and share them on social media using these hashtags: #InspirationWall and #GASO. What s nice about this idea is that it accounts for people who may be shy about quitting smoking and haven t gone public with their participation in the American Cancer Society Great American Smokeout. Maybe they re a secret smoker. Maybe they re not sure if they can quit. Words of encouragement may be just the thing they need to get them over the hump.

15 Page 15 Communications Checklist Find out who wants to quit. Identify veteran quitters. Get the CEO to weigh in with support. Celebrate American Cancer Society Great American Smokeout participants. Make a video or two. Tell the world (as appropriate). Keep the news flowing internally.

16 Page 16 Please Share Your Feedback How was your American Cancer Society Great American Smokeout? What went well? What would you do differently? Did these ideas help you? What would you like to see in the next version of this toolkit? Thank you for sharing your story! Tracie Bertaut, APR, MS Director, Communications Strategy Planning American Cancer Society, Inc.

17 Page 17 Appendix: Messages These s can also be used as newsletter inserts. # 1: Put Money Back in Your Wallet We all know that smoking causes a range of health problems, but have you thought about how it affects your wallet? In 2009, the federal tobacco tax increase added 62 cents to the price of each pack of cigarettes bringing the total tax to $1.01 per pack. This tax and the current economy might be just the extra motivation you need join the American Cancer Society Great American Smokeout November 17 and finally quit for good. According to the Campaign for Tobacco-Free Kids, a pack-a-day smoker, on average, will spend about $1, 800 on cigarettes each year. Beyond the extra savings on cigarettes, quitting smoking could also save you the cost of breath mints, cough drops, and cleaning expenses for your clothes, home, and car. And on top of these savings, you and your family will benefit even more over time. You can avoid many costs from doctor visits and medicines for the diseases and other health issues caused by smoking or by exposure to secondhand smoke. The average person tries 7 to 10 times before quitting for good, but you can beat the odds by contacting the American Cancer Society. Put your money back in your wallet, and find out what steps you can take to stop smoking for good! Quit with a friend! When trying to quit smoking, support can make all the difference. Visit cancer.org/smokeout or call , 24 hours a day, 7 days a week.

18 Page 18 # 2: Set a Quit Day: You Can Do It! Are you planning to quit tobacco? Research shows that if you pick a quit day that s within the next 30 days and stick to it, you ll be more likely to succeed in quitting. Why not pick the American Cancer Society Great American Smokeout November 17? Here are some ways to prepare for your quit day: Pick the date and mark it on your calendar. Tell friends and family about your quit day. Visit cancer.org/smokeout and download the Quit Clock desktop helper. The Quit Clock lets you plug your quit day into your computer, and then counts down to the selected day. Each morning, a new tip comes up to help you prepare to stop using tobacco. Download the Quit For Life mobile app, available on both ios and Android platforms. Stock up on oral substitutes sugarless gum, carrot sticks, or hard candy. Think back to your other attempts to quit. Try to figure out what worked and what didn t work for you. There is no one right way to quit. Quitting tobacco is a lot like losing weight it takes a strong commitment over a long period of time. Tobacco users may wish there was a magic bullet a pill or method that would make quitting painless and easy, but, unfortunately, there s nothing like that on the market. Nicotine substitutes can help reduce withdrawal symptoms, but they are most effective when used as part of a plan that addresses both the physical and psychological components of quitting tobacco. Quitting isn t easy, but you can do it. In fact, do it with a friend. When trying to quit smoking, support can make all the difference. Visit cancer.org/smokeout or call , 24 hours a day, 7 days a week.

19 Page 19 # 3: Your Quit Day Is Coming! Your quit day is coming up. You might be nervous, but you can do it! Here are some ways to prepare: Download special badges and cards from cancer.org/smokeout, and let your friends, family, and co-workers know what you re going through and how they can help. Visit cancer.org/smokeout and download the Craving Stopper desktop helper. The Craving Stopper will give you encouragement and tips for 30 days to help you succeed in quitting. You can even play a 2-minute game (like Zombie Smokeout) to distract yourself that s the time it usually takes for a tobacco craving to subside. Yet another option is the Quit For Life mobile app, available on both ios and Android platforms. Get rid of all the tobacco, cigarettes, and ashtrays in your home, car, and workplace. Decide on a plan. Will you use nicotine replacement therapy or other medicines? You might need to start taking prescription medicines a few weeks before your quit day, so build in that time if necessary. Will you attend a cessation class? If so, sign up now. Practice saying, No, thank you. I don t smoke. Set up a support system. This could be a group class, Nicotine Anonymous, or a friend or family member who has successfully quit and is willing to help you. Ask family and friends who still use tobacco not to do it around you and not to leave cigarettes or tobacco out where you can see them. Remember, there is no one right way to quit do whatever works for you!

20 Page 20 # 4: Suggestions for Your Quit Day Are you going to join the American Cancer Society Great American Smokeout November 17? Successfully quitting tobacco is a matter of planning and commitment, not luck. Decide now on your own plan. Some options include using nicotine replacement therapy, joining a cessation class, going to Nicotine Anonymous meetings, and using self-help books and pamphlets. Another resource is the Quit For Life mobile app, available on both ios and Android platforms. For the best chance at success, your plan should include one or more of these options. On your quit day, follow these suggestions: Do not use tobacco not even one puff or chew! Stay active try walking, exercising, or doing other activities or hobbies. Drink lots of water and 100% juices. Start using nicotine replacement if that s your plan. Attend a cessation class or start following a self-help plan. Avoid situations where the urge to smoke or use tobacco is strong. Limit or avoid alcohol. Think about changing your routine: Use a different route to get to work. Drink tea instead of coffee. Eat breakfast in a different place or eat different foods. To get help quitting, visit cancer.org/smokeout or call the American Cancer Society, anytime day or night, at For extra support, quit with a friend! When trying to quit smoking, support can make all the difference.

21 Page 21 #5: Zombie Smokeout App When a craving for a smoke hits you, it may seem intense. It usually weakens in a few minutes, but during those few minutes, it s a good idea to find something else to do. Take a walk, go get a drink of water, or play Zombie Smokeout. This action-packed mobile app can distract and entertain you to help get you past your craving. The best part is, while you re squirting zombies, you re not smoking. So if you re a smoker, play this iphone, ipad, and Android mobile game to help divert you from your craving and keep your hands busy until the urge to smoke passes. And even if you re not a smoker, this game is really fun! For extra support in your tobacco cessation journey, team up with a friend! When trying to quit smoking, support can make all the difference. Visit cancer.org/smokeout or call , 24 hours a day, 7 days a week. #6: Need Support to Quit? Try the Quit For Life Mobile App. Sustain your American Cancer Society Great American Smokeout with a pocket cessation program: the Quit For Life mobile app brought to you by the American Cancer Society and Optum. The free app gives smartphone users a downloadable tool that supports them throughout the quit process, helping them set a quit date, identify reasons for quitting, and conquer cravings once they ve quit. More information about the app, available on both ios and Android platforms, is available via cancer.org/smokeout. For extra support, quit with a friend! When trying to quit smoking, support can make all the difference. Visit cancer.org/smokeout or call , 24 hours a day, 7 days a week.