OWN YOUR C Campaign Overview

1
OWN YOUR C Campaign Overview

• The New Own Your C
• SHARE. CONNECT. INFLUENCE.

2
OWN YOUR C Campaign Background

• Since 2006, the State Tobacco Education
  Prevention Partnership (STEPP) has partnered with
  Cactus Marketing Communications on a campaign,
  Own Your C (OYC), targeting Colorado youth ages
  13 to 18. STEPP and Cactus have worked together
  to produce an integrated marketing campaign with
  the goal of reducing tobacco use and promote
  healthy behavior among teens. This year, the OYC
  campaign will evolve and allow new ways to engage
  youth.

3
OWN YOUR C Developmental Research

• In 2006, Cactus and STEPP conducted research to
  understand the complex and ever-changing world of
  a teen and utilize that insight to create an
  effective integrated marketing strategy.
• Research Methodology
• Analysis of relevant youth, tobacco, health and
  media studies and articles
• Interviews at schools and community centers
  statewide
• Creation of an online forum to gain ongoing
  insights and feedback
• In-depth chat sessions/interviews with teens to
  gain insights on choice making, aspirations and
  challenges, trends and style

4
OWN YOUR C Key Findings

• The developmental research indicated that teens
  are
• Surrounded by negative messages and want to see
  messages that reflect their optimism.
• Extremely aspirational and respect brands that
  reflect this idealized version of themselves.
• Concerned with their future, but their notion of
  future often goes no further than a few years
  down the road.
• Aware that the choices they make today impact
  their future, but, in the moment of making a
  decision, they often ignore this and act
  impulsively.
• Socially and peer group-oriented and experience
  self-induced pressure to belong.
• Full of desire to be in control of their lives.

5
OWN YOUR C Choice as a strategy

• Choice is universal. All teens, regardless of
  gender, geographic location, ethnicity, sexual
  orientation, income or age, make choices.
• Choice is relevant to teens, as it appeals to
  them on an emotional level.
• Owning your Choice means being yourself, even
  when others might disagree.

6
OWN YOUR C

• Own Your C is a very honest campaign that
  simply tells teens that their choices are
  powerful and reminds them to choose wisely, says
  Katy Kupecz, Director of Youth and Young Adult
  Initiatives at STEPP. By helping teens exercise
  their ability to make smart choices, we are
  helping them to be tobacco-free.

7
OWN YOUR C 2008-09 Campaign Tactics

• New www.ownyourC.com Web site
• New and existing television ads
• An experiential tour via the C-Ride
• Promotional items, including stickers, patches,
  buttons,t-shirts and hats for youth
• An online cessation tool, FixNixer, that combines
  a website with a text message quit support
  program
• Journals for those that would like to quit

8
OWN YOUR C ownyourC.com version 2.0

• The new ownyourC.com allows teens, ages 13 and
  up, to voice their opinions on healthy living,
  social issues and other topics. Youth can further
  express themselves to their peers by uploading
  images and video to the new Web site.

9
OWN YOUR C Television

• Five new OYC 15-second television spots have
  been developed to drive youth to ownyourC.com.
  Three existing 30-second spots promoting that
  choices define you will also run in 2008 2009.

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OWN YOUR C C-Ride

• The C-Ride is a customized ice-cream truck that
  travels throughout the state, encouraging youth
  to make smart, healthy choices in their lives,
  through grass-roots style events. 

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OWN YOUR C C-Ride
C-Ride Events take place at schools, community
centers, skate parks, and other locations where
youth are able to engage with the C-Ride Event
Team.  The Team consists of college-aged event
marketing professionals who are trained to work
with youth and effectively engage them in
conversations involving the importance of owning
your C (choice). 
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OWN YOUR C C-Ride

• Youth who participate during C-Ride Events also
  receive promotional items ranging from sticker
  and buttons to t-shirts and beanies.  Cessation
  materials are also made available to any youth
  tobacco users the Team encounters during an event
  stop.

13
OWN YOUR C New Options for the C-Ride

• The new ownyourC.com provides an innovative way
  for youth to share their ideas and thoughts on a
  variety of topics among their peers.  In order to
  capture these opinions, the C-Ride Event Team can
  work with event contacts to interview and film
  selected youth for posting onto the Web site. 
  Questions cover a variety of topics including
  health, relationships, and social issues.  After
  filming the responses, the video will be uploaded
  onto the Own Your C Web site, allowing youth to
  participate in dialog regarding each topic after
  the event.  All youth under the age of 18 will be
  required to have parental consent prior to being
  interviewed.

14
OWN YOUR C Promotional Items
Fresh, new OYC promotional items will be
available for youth via the C-Ride and at other
events.
T-Shirts
Hats
Stickers
Patches
Buttons
Jump Drives
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OWN YOUR C Cessation Materials
www.fixnixer.com

• The cessation portion of the campaign is
  directed at teens who smoke or use chewing
  tobacco.
• FixNixer is the free online cessation tool that
  can be anonymously accessed by teens. FixNixer
  utilizes text messaging and e-mail technology to
  remind those that sign up of their quit date and
  encourage and support them throughout the
  quitting process. Posters and promotional items
  are available to inform youth of this resource.
• An interactive cessation journal is also
  available to guide youth through the preparation
  and quitting process.

Youth Cessation Journals
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OWN YOUR C Campaign Evaluation

• Campaign Processes and Outcomes determined via
• Surveys with local health agency partners and
  schools regarding campaign, materials, and events
  
• Tracking Web site data, including unique visits
  and entries
• Qualitative research, including youth focus
  groups, following the campaign to support
  development of future efforts

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OWN YOUR C What you can do

• Request a C-Ride Event at the school or in the
  community. Visit www.ownyourcevents.com for
  information.
• Promote the new, interactive Own Your C Web site-
  www.ownyourC.com - a moderated site that allows
  youth to express their opinions via blogs,
  pictures, and videos, on a variety of topics from
  health, tobacco use, relationships and more.
• Promote the online tobacco cessation tool,
  FixNixer (www.fixnixer.com), to youth who are
  thinking about quitting tobacco.
• Order FREE tobacco prevention and cessation
  resources such as quitting journals, posters,
  tobacco-free school signs, and more for FREE from
  www.steppitems.com.

18
OWN YOUR C For More Information
Contact Insert Name, Insert Title Insert
Organization 999.999.9999 email_at_email.com Katy
Kupecz, MPH, CHES Director, Youth and Young Adult
Initiatives State Tobacco Education and
Prevention Partnership (STEPP) Colorado
Department of Public Health and
Environment 303.692.2511 katy.kupecz_at_state.co.us
Karen Phelan, Interim Media Director State
Tobacco Education Prevention Partnership
(STEPP) Colorado Department of Public Health and
Environment 303.692.2704 karen.phelan_at_state.co.us