A Social Branding campaign to reduce cigarette smoking among high-risk young adults by associating smokefree lifestyles with Hipster values.
Behavior Change Approach
MOBILIZE YOUTH TO SUPPORT 24/7 CAMPAIGN24/7 is led by youth leaders in Rescue’s local youth engagement programs, Evolvement and Y Street. Through these statewide programs, we recruit high school students to serve as campaign leaders and champions. Youth are trained on the policy issue and how to advocate for policy change.+ expand - collapse
MOTIVATING SCHOOL BOARDSYouth leaders document support for 24/7 policies by collecting testimonials from students, teachers, staff, and parents. Then, Rescue helps youth secure presentations at local school boards and recruits local media to cover board presentations and votes. When a board votes to update its policy, the campaign earns immediate media coverage and the community’s attention.+ expand - collapse
24/7 SIGNAGEAfter districts update their policies to be 100% tobacco-free, our team helps districts share and enforce their updated policies by providing free 24/7 signage. This signage alerts all students, staff, and visitors of the change, while branding the school as a “24/7 site,” increasing campaign awareness and policy enforcement.+ expand - collapse
STATEWIDE EVENT TO CELEBRATE POLICY VICTORIESRescue and 24/7 recognize tobacco-free school districts with an annual statewide celebration, “24/7 Tobacco-Free Spirit Day.” On this day, we generate earned media and use social media to spread awareness of 24/7 tobacco-free schools, boosting local engagement and increasing the likelihood of neighboring school districts updating their own policies.+ expand - collapse
Over 1,200 youth have been mobilized as 24/7 student leaders, who have educated stakeholders and presented to dozens of school district boards. Through 2018, sixteen school districts in Virginia and four in New Mexico have successfully converted to be 100% tobacco-free.