Smoking, Fires, and Media Advocacy - Maximizing Your Opportunity

Ramos, Athena

Friday, August 17, 2012: 8:00 AM

2215C (Kansas City Convention Center)

Mrs. Athena Ramos, MS, MBA, CPM , Center for Reducing Health Disparities, University of Nebraska Medical Center, Omaha, NE

Mrs. Mary Crosby, BS , PRIDE-Omaha, Inc., Omaha, NE

Learning Objectives

At the conclusion of this presentation attendees will be able to:

1. To understand what is earned media and media advocacy. 2. To identify and take advantage of media advocacy opportunities as they arise to move your smoke-free multi-unit housing campaign forward. 3. To analyze one example of media advocacy that was used to establish relationships with non-traditional partners and promote smoke-free multi-unit housing based on reducing the risk of fire.

Cross Cutting Program Area(s): Tobacco Control Movement – Skills Building and Increasing Diversity/Eliminating Disparities

Audience:

Those who are working on smoke-free multi-unit housing policies and/or responsible for media advocacy opportunities

Key Points:

Media is one component of a comprehensive tobacco control program. This workshop will share strategies for relationship building, paid media, and earned media/media advocacy to assist in outreach efforts for smoke-free multi-unit housing including property owners and tenants.

During Fall 2011, MOTAC, community coalition, realized that there were a number of apartment fires related to smoking. Through media advocacy activities, including letters to the editor, MOTAC established relationships with local fire departments. MOTAC used this opportunity for earned media exposure to promote smoke-free multi-unit housing, not just for the health benefits, but for safety and financial benefits.

This led to the development of TV/radio commercials promoting smoke-free buildings to reduce the risk of fire. The campaign officially launched in December 2011 in English and Spanish reaching health disparate populations who are adversely affected by the tobacco. This experience shows that links and relationships are found in unlikely places and being open to opportunities is important.

Educational Experience:

The participants will learn through a lecture and question & answer session. During the session, media materials that were produced to reach both property owners and tenant populations will be shared (all produced in both English and Spanish).

Benefits:

The presentation will be especially beneficial to those interested in obtaining support for smoke-free policies in multi-family housing. Attendees will learn how to take advantage of community opportunities as they arise using media advocacy and relationship-building as key strategies.