The Tobacco-Free Sports Playbook: Creating Programs for Healthier Youth, Teams, and Communities

U.S. Department of Health and Human Services Centers for Disease Control and Prevention National Center for Chronic Disease Prevention and Health Promotion Office on Smoking and Health 2007

 The Tobacco-Free Sports Playbook: Creating Programs for Healthier Youth, Teams, and Communities

Author

Katy M. Curran, MS, ATC, CSCS Division of Partnershps and Strategic Alliances National Center for Health Marketing Coordinating Center for Health Information Service Centers for Disease Control and Prevention

Acknowledgments

Valerie R. Johnson, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention; Leslie Brenowitz, Jill Herzog, Susan Long, Elaine Rahbar, Mylene San Gabriel, Virginia White, Todd Witiak, Social & Health Services, Ltd., A Division of ORC Macro; Lauren Dimitrov, MPH, Maryland Department of Health and Mental Hygiene Center for Health Promotion, Education & Tobacco Use Prevention; Lauren Gregg, Virginia Girls Soccer Inc.; Tonia Hagaman, MPH, Local Programs and Special Projects Unit, Tobacco Control Section, California Department of Health Services; Brittany McFadden, Tobacco-Free Youth Recreation; Cynthia A. Musial, CHES, Wisconsin Division of Public Health-Southeast Region; Deb Rodda, MS, AT, R, Tobacco Prevention Kansas Department of Health & Environment Office of Health Promotion Southwest District Office; Susan Russell, EdD, MSPH, CHES, Russell & English Research & Evaluation Consulting; Christina Thill, Minnesota Department of Health; Ned Bergert, Los Angeles Anaheim Angels; Pat McCarty, Office on Smoking and Health; Stephen Babb, Office on Smoking and Health; Terry F. Pechacek, PhD, Office on Smoking and Health; Corrine Husten, MD, Office on Smoking and Health; and David Nelson, MD, National Center for Chronic Disease Prevention and Health Promotion.

Suggested citation: Curran, KM; Brenowitz, L; Herzog, J; Long, S; White, V. The Tobacco-Free Sports Play­ book: Creating Programs for Youth, Teams, and Communities. rev. ed. Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, 2007. Available at: www.cdc. gov/tobacco/youth/educational_materials/sports/00pdfs/CDC_Sports_Playbook.pdf.

 A Message from the Drector of the Centers for Dsease Control and Preventon

e are pleased to present this updated edition of The Tobacco-Free Sports Playbook and hope the tools and examples will be helpful as you reach out to our nation’s young people. These mate­ Wrials can be downloaded at www.cdc.gov/tobacco/youth/educational_materials/sports/00_pdfs/ CDC_Sports_Playbook.pdf and you can customize them to meet your specific needs. We encourage your participation in this initiative to promote sports programs through health departments, community organi­ zations, schools, and teams as a healthy and positive alternative to tobacco use. Since the first edition of The Tobacco-Free Sports Playbook was released in 2001, participation in youth sports in the United States has remained strong. Sports activities are still a great way to reach our nation’s young people with information about how to make important health decisions related to tobacco use, phys­ ical activity, and nutrition. Because health behaviors are usually established in childhood, positive choices must be promoted and reinforced before damaging behaviors start or become habits. Every day in the United States, around 3,900 youths aged 12 to 17 try their first cigarette.1 If current patterns continue, an estimated 6.4 million of today’s children can be expected to die prematurely during adulthood from a smoking-related disease, including heart disease; multiple cancers, including those of the lung, mouth, bladder, pharynx, and esophagus; stroke; and chronic lung disease.2 Nationwide, 8 percent of middle and high school students report being current users of smokeless tobacco.3 Smokeless tobacco use by adolescents is associated with health problems ranging from gum disease to oral cancer.2 By working together, we can get young people involved in positive activities like sports, and help them avoid engaging in risky behaviors.

Julie Louise Gerberding, M.D., M.P.H.



Contents

Introduction...... 1 Creating a Game Plan for Success: Planning Your Program/Event ...... 3 Identify Tobacco Control Needs in Your Community...... 3 Develop Your Game Plan ...... 7 Mobilize the Community...... 8 Entertainment and Celebrity Endorsement...... 10 Organize Team and Stadium Events...... 13 Worksheet—Tobacco-Free Sports Planning ...... 15 Worksheet—Target Audience Profile...... 16 Creating a Game Plan for Success—Sample Game Plan Elements for Anytown, USA Youth Recreation League ...... 17 Case Study: City of Milwaukee’s “Tobacco-Free Sports” Program Presents Kick Butts Day...... 18 Leveling the Playing Field: Advocating for Tobacco-Free Policies...... 19 Pre-Season: Assess Your Starting Point and Establish a Coalition...... 20 Seed the Ground...... 20 Run Your Plays...... 21 Post-Victory ...... 22 Sample E-mail or Letter ...... 23 Sample Postcard...... 24 Sample Petition...... 24 Case Study: Maryland—Smoking Stops Here Helps Get Policy Passed in Queen Anne’s County ...... 25 Case Study: Minnesota Tobacco-Free Youth Recreation Program Promotes Tobacco-Free Policies ....32 Filling the Stands: Promoting Your Program or Event ...... 32 Work with the Media To Promote Your Program or Event...... 33 Media Advisory Template...... 40 Press Release Template...... 41 Sample Op-Ed...... 42 Place Radio Public Service Announcements (PSAs)...... 43 World No Tobacco Day: Sample Tobacco-Free Sports Live-Read Radio PSAs...... 44 Equip Partners To Spread the Word...... 44 Additional Marketing Ideas...... 45 Case Study: Maryland—Smoking Stops Here Introduces HERE Club Card ...... 46 Post-Game Analysis: Evaluating Your Program/Event...... 49 What Is Program Evaluation?...... 49 How Is Evaluation Done? ...... 50 What Decisions Can Be Made From Evaluation? ...... 53

v Materials That Score ...... 54 Sample Speech...... 54 Tobacco-Free Policy Template ...... 56 Certificate of Appreciation Template...... 57 Tobacco-Free Player’s Pledge Template...... 57 Resources...... 58 Campaign Planning ...... 58 Campaign Evaluation ...... 58 Policy Development...... 58 Tobacco, Health, and Youth...... 59 Physical Activity and Sports ...... 59 Youth, Amateur, and Professional Sports ...... 60 Publications and Media Resources...... 60 Professional Associations...... 60 Endnotes...... 61

v Introducton

Every day, more communities across the If you are a school administrator, the “I don’t smoke because I’m a pro- United States are using sports to help kids Tobacco-Free Sports Playbook will help you fessional soccer player. I know it say “no” to tobacco and “yes” to a healthy launch a health education campaign or sounds so simple to just say that. lifestyle. Community and school sports enhance an existing one to get more kids But my job is to basically run for programs are a great way to encourage be­ involved in sports and prevent tobacco use. 90 minutes straight. There is no ing active, keeping fit, and staying tobacco These strategies can also help to prevent way that if I smoked I’d be able free. This edition of the Tobacco-Free tobacco use by faculty, staff, and parents. to perform at even one-tenth Sports Playbook is filled with information You will learn what strategies have worked of the level I need to. Even if I and tools to help you plan, execute, and for other schools, how to market your cam­ wasn’t a pro, and I was just kick­ evaluate tobacco-free sports programs, paign, and how to establish relationships ing it with my friends in a men’s media campaigns, and policies, as well and work closely with community partners league, smoking would take away as model plans and policies that you can that share your goals. These strategies can from my game. Competition is incorporate into your own efforts. help you meet your school’s goals for pro­ what I’m about, and smoking If you are with a health department, moting physical activity and for reducing takes away from that.” you already know that the popularity of tobacco use among youth. sports makes it a natural vehicle for you Clint Dempsey to connect with kids. If you have decided How To Use Ths Gude New England Revolution and to incorporate sports initiatives into your The Tobacco-Free Sports Playbook will help U.S. Men’s National Team tobacco control program, the guidance and you plan, implement, and evaluate tobacco- examples in the Playbook will show you the free sports policies, programs, and initia­ kinds of strategies that have worked well tives, whether small, large, or in-between. for others. These strategies can help you They will take you step by step through: meet local, state, and national objectives to reduce tobacco use and increase physical • Creating a Game Plan for Success: Plan­ activity. ning Your Program/Event If you are a youth coach, you are well - Identifying allies, partners, and aware that your players look up to you. sponsors. You can use your influence to teach them - Getting entertainment and sports about the dangers of tobacco and how it celebrity endorsements. negatively affects their performance on the - Handling the details and logistics. field. The planning resources, checklists, and model programs in this guide will help • Leveling the Playing Field: Establishing you educate your players and their parents, Tobacco-Free Policies as well as referees and other coaches, about - Selecting realistic policy targets. the benefits of being tobacco free. You will - Establishing a coalition. learn how to adopt tobacco-free policies, - Gaining community involvement. promote positive tobacco-free messages, - Taking your message to the media and form partnerships with others in the and decisionmakers. community who share these goals.

 • Filling the Stands: Promoting Your Great examples of tobacco-free sports Program/Event programs and policies come from all over - Working with the media. the United States. This comprehensive - Placing public service announce­ initiative includes tobacco-free sports post­ ments. ers and other promotional materials, model - Leveraging partnerships. policies for tobacco-free parks and sports fa­ - Employing other marketing ideas. cilities, and resource guides to help commu­ nity leaders implement their own initiatives. • Post-Game Analysis: Evaluating Your Program/Event The CDC’s Commtment - Conducting the six steps of The CDC Office on Smoking and Health is evaluation. committed to promoting sports as a healthy -Following a logic model for alternative to tobacco use among kids. We evaluation. work with many partners to support sports- - Making decisions based on your related media and education programs that evaluation. discourage children and teens from using tobacco. Our activities have been diverse and far reaching.

 Creatng a Game Plan for Success: Plannng Your Program/Event

Sports involvement can provide a powerful information channels and barriers to your vehicle for reaching youth with health-pro­ message among the target audience. Using moting activities and messages, as illustrated this information, you can better set goals by the examples you will find through­ and objectives, determine the resources out this guide. Since tobacco-free sports needed, identify partnership opportunities, activities can take many forms—including plan and implement your program, measure disseminating smoking prevention mes­ your success, and plan for future activities. sages, providing alternatives to smoking, The better you know your audience and encouraging the adoption of policy and community, the better you can devise changes—it is recommended that you begin possible solutions to tobacco use concerns by taking a step back to consider if and in your community, and the more effectively how sports can help you meet your objec­ you can personalize messages, materials, and tives. At the health department level, how events and help ensure their success. Gather do tobacco-free sports activities fit into your information by asking questions. overall tobacco-control plan? If you are a youth coach or school administrator, can Ask Questons you use sports to engage youth in positive If you are not aware already of a need in activities or deliver messages about a healthy your community that requires attention, lifestyle, and how does this correspond with here are some sample questions you may your sports league or school district want to answer to help identify an objective: mandate? • Do youth in your community recog­ Keep your goal in mind as you select the nize the dangers of tobacco? Do they approaches that are most relevant to your perceive tobacco use as normal and target audience and the most likely to pro­ expected among their peers? duce desired results. Ask yourself and your • Are parents aware of the influence they planning team some pertinent questions. have over kids’ decisions to try cigarettes What are you trying to achieve? Who is or other tobacco products? your audience, and what do you know about • Do retailers adhere to laws governing the them? How can sports help you meet your sale of tobacco products to youth? goals? How will you measure success? • Are youth in certain population groups or geographic areas more likely to use Identfy Tobacco Control Needs n tobacco products? Your Communty • Do youth participating in sports activi­ An important first step in developing an ef­ ties observe adults using tobacco prod­ fective tobacco-free sports event or program ucts at the same time? is to assess the needs within the community • Where in your community are youth to help tailor your approach. This informa­ exposed to secondhand smoke? tion will be the foundation of a successful • Does your community have any policies program and will help you understand the in place to protect youth from tobacco? • How many people are affected?

 • What prevents parents and other con­ ondary sources are addressed first because cerned adults from taking steps to pro­ they are easier to address than the primary tect youth from the dangers of tobacco sources. use? • What are parents’ and youths’ values and Secondary Sources plans for the future? In addition to gathering information • Whom do parents and youth trust to through the organizations with which you provide health information? will work, target audience data can be found • Where, from whom, and how do youth, via: parents, and other concerned adults get • Academic literature or studies (avail­ their health information? able through colleges and universities). • What opportunities exist to develop a Search through databases, such as Med­ program that will overcome these barri­ line, which is free to the public at www. ers to tobacco use prevention? ncbi.nlm.nih.gov/entrez/query.fcgi. • What benefits and costs would parents • Universities (public health and urban and concerned adults consider accept­ planning schools may have community able for making tobacco control a health data). priority? • Existing national surveys that include data on tobacco use—such as the Youth Fnd Answers Risk Behavior Surveillance System Finding answers to these questions is the (YRBSS) (www.cdc.gov/nccdphp/dash/ beginning of developing contacts and ideas yrbs/index.htm) and the National Youth for your plan. Start with your local health Tobacco Survey (www. cdc.gov/tobacco// department, social service agency, parks and data_statistics/surveys/NYTS/index. recreation commission, or planning agency htm#NYTS2004). to find out about programs and policies in • State or county level census data or your community. Volunteer and advocacy health statistics, available in many public organizations that have target audiences libraries or online at www.census.gov. in common with your project’s focus, such as the Young Men’s Christian Association Primary Research (YMCA)/Young Women’s Christian Asso­ Secondary sources of information can pro­ ciation (YWCA), Boys and Girls Clubs, Girl vide helpful background information, but Scouts, and Boy Scouts, also may be able to there is no substitute for talking with (and share audience information. listening to!) real people—both those who Following are some tips for finding are members of your target audience and answers to these questions through primary those who are in a position to know your research and secondary sources. The sec­ target audience and the issue of tobacco use

 in your community. Regarding the latter, pare the novice for running a focus group, “Plain and simple, smoking is consider whether you need to talk with ap­ search online for the keywords “moderating not cool and there isn’t one per­ propriate officials, policymakers, politicians, focus groups”—you can start with online son I know that thinks it looks and activist groups. You will likely want booksellers. cool. It stains your teeth, causes to attend city or county council meetings, For more information on focus groups, bad breath, and affects your meetings of the board of education, hear­ check the online Community Toolbox breathing. Tell me, would it be ings involving your issues, and meetings of developed by the University of Kansas with cool if I was running on the field activist or lobbying groups whose interests funding from The Robert Wood John­ and couldn’t catch my breath? could affect your work. son Foundation. See “Conducting Focus No. Would it be cool if I was do­ Consider focus groups, intercept in­ Groups” at http://ctb.ku.edu/tools/en/ ing an interview and smiled and terviews, or surveys to gather audience section_1018.htm. This section includes had yellow teeth? No. Would it data. To keep research costs to a minimum, information about how to run a focus group be cool if I was doing an appear­ consider working with local businesses and as well as a list of readings that you may find ance and had bad breath? No. with the public health, education, commu­ helpful. The Community Toolbox also in­ Smoking is NOT cool.” nication, and business departments of local cludes a section on “Conducting Interviews” colleges and universities. You might involve at http://ctb.ku.edu/tools/en/section_1047. Ben Olsen retirees, school parent/teacher groups, pro­ htm. DC United and U.S. Men’s fessional organizations, voluntary organiza­ As an alternative to mailing out your National Team tions, and local business leaders in helping survey or fielding it over the telephone, you gather or process the information you consider leaving multiple copies with service need. groups, community organizations, shop­ Ideally, skilled moderators should run ping centers, libraries, and other locations your focus groups. However, budget con­ frequented by your target audience. Include straints may make this difficult. An alter­ a drop box for completed surveys or post- native is to seek the help of a psychologist age-paid envelopes for their return. or social worker skilled in handling small Additional information on conducting groups. To find guides or texts that will pre­ audience research is included in the accom­ panying table.

 Audience Research Methods Method Description Use Method If Benefits and Limitations Focus Groups Small group discussion Group interaction is desirable. Benefits Groups of 8–10 guided by a skilled modera­ Allows in-depth discussion and insights into people selected tor to learn about the opin­ Participants can be assembled in one loca­ target audience’s thinking and motivations. from the target ions and needs of a group tion. audience who serve member. Can enhance understanding of quantitative data. as a sample. Subject matter is not so sensitive that re­ spondents will withhold information. Limitations Relatively small number of participants means For example, use focus groups to: that findings may not be representative of the • Learn more about what your audience population as a whole. sees as the benefits of and barriers to a tobacco-free lifestyle. Qualitative nature of responses.

• Find out which components would make a new tobacco-free program interesting and accessible to your target audience. In-Depth Interviews Individual interviews Group interaction is not likely to enhance Benefits of 10 or more consisting of open- and responses. Can deal with more sensitive subject matters. people selected close-ended questions. from the target Topic is sensitive and people might not feel Can be conducted by phone or in person. audience who serve Interviews probe beyond comfortable expressing opinions in a group. as a sample. a set of questions to reveal A good way to learn about policy makers and people’s ideas and beliefs Gathering audience members at a central site decision makers. about various issues. is not feasible (e.g., as with health profes­ sionals or policymakers). May be more feasible than focus groups for professional audiences, such as physicians or For example, use in-depth interviews to policymakers, because interview time and place uncover school administrators’ challenges in can be more flexible. implementing tobacco-free sports programs. Limitations Relatively small number of participants means that findings may not be representative of the population as a whole.

Qualitative nature of responses.

Time required to conduct interviews. Central Location In­ Uses a brief questionnaire Reactions to specific materials such as post­ Benefits tercept Interviews of (5–10 minutes) with a ers, ads, or brochures are needed. Can yield a large number of respondents in a people identified at structured set of questions. relatively short time span. a key location (e.g., Questions are administered shopping mall or by an interviewer who seeks Limitations park visitors) who respondents at a “central Will not provide in-depth responses due to brev­ serve as a sample. location.” ity of interview, but will provide “gut reactions” to topics or materials. Surveys of people Uses a questionnaire with Quantifiable results are required. Benefits identified at ran­ a structured set of ques­ Can yield statistically reliable estimates if properly dom or from read­ tions. These may collect A baseline measure against which to track designed and administered. ily available sample both quantitative data and progress needs to be established. of target audience qualitative data. Can be Measures levels, actions, and trends. members. self-administered or inter­ For example, use surveys to determine the viewer-administered, but extent to which members of your audience Can provide a baseline for tracking changes. survey instrument is not are aware of the risks of tobacco use and the intended to yield in-depth benefits of sports participation. Limitations information as focus groups May be costly. and interviews do. May not yield high response rates, which are important to survey’s informational value and statistical reliability.

 Develop Your Game Plan you—and others—exactly how you will go Carefully planning your program is critical about working toward your goals. And you to success. Defining your program goals don’t have to work toward your objectives first means that you and those working alone. Other individuals and groups may with you can be sure you are clear about the have like interests and be willing to contrib­ mission. Then, breaking your work down ute in ways big and small. into objectives, strategies, and tactics shows

Design a plan based on your community’s needs and resources in order to specify exactly what steps need to be taken to implement your tobacco-free sports program. The format of the plan depends on the needs of your initiative, but no matter what format and tools you use, the following elements provide a good outline for your own program, large or small. They include:

Program goal—the defining mission of your tobacco-free sports program.

Measurable communication objectives—intermediate steps that define and quantify the various ways you will achieve that goal. Will you concentrate on individual behavior changes or policy matters or both? Does your budget allow for a major effort, or must you keep your activities modest?

Strategies—broad techniques you will use to achieve your objectives. Strategies generally involve long-term plans, and you likely will have more than one, depending on your objectives. They are the big-picture plans that give broad-brush outlines to your work.

Tactics—specific steps and activities that will support your strategies. Several tactics may support a single strategy, but each should evolve logically and rationally from your goals and objectives.

Groups to involve—other interested parties that have similar goals; access to and credibility among your target audience; time; or other resources to contribute.

Evaluation plans—the method by which you will determine if your program was successful.

Timeline—specific action steps and dates by which they will be completed.

Materials—the products you will use to communicate campaign messages to your audience.

Resources—budget, personnel, volunteer, and other materials required to conduct the campaign.

After you share your plan with the others who will work with you, the plan may be revised to reflect their roles and resources.

Set Objectves tobacco-free sports program. What prob- Based on your understanding of the target lem or issue will you address, and what is audience and community needs, you are the change you hope to see? ready to establish the objectives for your

 Because objectives define what the com­ and volunteers to conduct a sustained effort? munication effort is intended to do, they Is money available for paid advertising? The should be: answers to questions such as these will lead • Supportive of the health program’s you to the most appropriate course of action. goals. • Reasonable and realistic (achievable). Sample Strategies • Specific to the change desired and the Involve local college and minor league ath­ period during which change should take letes in educating and motivating youth. place. • Measurable to allow you to track prog­ Offer technical assistance and sample ma­ ress toward desired results. terials to youth sports leagues interested in • Prioritized to direct the allocation of adopting tobacco-free policies. resources. Promote a tobacco-free brand at youth sporting events. Sample Objectives

Raise awareness so that 95 percent of Moblze the Communty youth athletes exposed to campaign mes­ Community mobilization is a deliberate sages are aware that tobacco use has a process of involving local institutions, lead­ negative effect on sports performance. ers, community groups, and members of the Increase to 90 percent the proportion of community in taking action on a particular parents of youth athletes who agree that issue. It is potentially an effective strategy for secondhand smoke affects children. creating change in the community because it can: Persuade county recreation league to adopt • Improve the reach of the initiative to a a ban on tobacco use at league activities. broad audience by involving people who Encourage community-based recreation pro­ have a variety of roles within a commu­ grams that serve youth to adopt a “no use nity. or possession” tobacco policy for players. • Reduce the risk of introducing unaccept­ able ideas or messages that could appear foreign to the community or target audi­ Decde on Strategy ence. There will be, no doubt, more than one • Contribute to sustained change. way to achieve your objectives. Your job is • Promote investment in your objectives. to decide, based on what you know about your audience and community, which are Identfyng Alles, Partners, the most realistic and potentially success­ and Sponsors ful. Will you be able to obtain the buy-in of Working with other organizations can sig­ local coaches? Are schools in your area able nificantly expand the ear ch and credibility to participate? Do you have the resources

 of your program and messages while often Sample Tobacco Sponsorshp Polcy for Event Organzers reducing costs and multiplying resources. Partners can help you reach individuals to help foster behavior change. In addi­ tion, partners can be especially valuable to programs that need to undertake policy or structural changes to remove barriers to behavior change for their audiences. When you are ready to start your to­ bacco-free sports initiative, look for existing communication channels and infrastructure to use to maximize your resources. You may find organizations already engaged in youth tobacco use prevention efforts with which you will be able to partner. Like all other aspects of your efforts, planning your partnership activities should be done with an eye toward how each po­ tential partner fits into your larger strategy and whether partnering with a given orga­ nization will actually be an enhancement. Early in your planning, you might want to brainstorm with your team to develop a list of organizations that could be worthwhile and appropriate partners. Consider: • Your mission. • Your messages. • Access to your target audiences and

resources. Used with the permission of the California Department of • The kinds of support you need. Health Services, Tobacco Control Section© • Potential partners’ areas of interest and needs for growth and image-building. The California Department of Health Services Tobacco Control Section created “Tack and Tools for Rodeo Organizers,” a 34-page booklet that explains the Partners can be individuals and orga­ negative impact of tobacco industry financing of rodeo events and how com­ nizations. They can serve as ambassadors, munities can create a more healthy environment for fans and participants. The do needed legwork, and provide resources. booklet includes a template policy for rodeos to prohibit tobacco sponsorships. Local partners who are ambassadors spread the word, loudly and often, about your lo­ Flynn, Peggy, Belanger, Lolly; California Department of Health Services, Tobacco Control Sec­ tion, Project SMART Money Workgroup. Tack and Tools for Rodeo Organizers. Sacramento, CA. cal initiative and about youth tobacco use California Department of Health Services, Tobacco Control Section, 2001. Available from prevention in general. They are people www.tobaccofreecatalog.org

 who already have the respect of families and Sample Strateges for Workng Wth Partners young people. Some have influence with To End Tobacco Sponsorshp local schools, policymakers, and community or youth groups that could be invited to get involved. The earlier you bring them into the process, the more they will help your program gain momentum. Local partners who do legwork have lots of energy, contribute as called upon, and often come up with creative ideas. They may work the phones to invite community members to an event or distribute posters to local businesses. They may pick up and drop off donations of materials from other community members and partners or put together folders of information. Local partners often are organizations such as high school service clubs, local col­ leges and community colleges, senior cen­ ters, religious groups, and civic clubs. These organizations may provide both volunteers and resources. Consider reaching out and asking large companies to serve as local partners and sponsors if they are major employers in your area. Many states and communities have es­ tablished tobacco control organizations with which you also may wish to collaborate. For examples of the kinds of activities that partners can engage in to extend your program’s resources and reach, refer to the Used with the permission of the California Department of Health Services, Tobacco Control Section© “Filling the Stands: Promoting Your Pro­ gram or Event” section on page 32.

Entertanment and Celebrty Endorsement Teaming up with sports figures can help you convey healthy messages to youth. The first step is to identify high-profile, tobacco- free athletes who will be good role models

0 Sample Strategy Document for Endng Tobacco Sponsorshp of Sportng Events

Used with the permission of the California Department of Health Services, Tobacco Control Section©

“Racing Toolkit: Helping Motorsports Get Free of Tobacco Sponsorship” was developed by the California Department of Health Services Tobacco Control Section to assist tobacco use prevention advocates in building partnerships with racing fans, tracks, and community associations to reduce or eliminate to­ bacco sponsorship of racing events. The toolkit contains a rationale for ending tobacco sponsorships and the strategies for approaching track managers and racing venues. These strategies are summarized above.

Kent, Susan; Belanger, Lolly; Hagaman, Tonia; Department of Health Services, Tobacco Control Section, Project SMART Money Workgroup. Racing Toolkit: Helping Motosports Get Free of To­ bacco Sponsorship. Sacramento, CA. California Department of Health Services, Tobacco Control Section, January 2004. Available from www.tobaccofreecatalog.org

 for youth and can help to ensure that your set up a meeting to talk about the ways that tobacco-free message will resonate through­ you can work together. If you have an event out the community. Whether you hope to in the works, let the agents know as soon as recruit a world-class professional or a locally possible so they have plenty of lead time to famous high school or college athlete, here consider your request. Don’t give them a are some steps you should take to ensure chance to say that their schedule is booked that your player is indeed a good role model already. When you meet with the athlete or for youth: agent, provide background about your state • Make sure the athletes do not use any health department, organization, or school tobacco products and are not involved in and your tobacco-control efforts. Bring other unhealthy lifestyle practices, such samples of newsletters, news clips, and as the use of steroids or other perfor­ photo albums of previous high-profile com­ mance-enhancing drugs, which could munity events. Discuss in detail what you hurt their credibility and your cam­ expect from the relationship. paign. • Find out whether the athletes truly • Make sure the athletes are not associated believe in the message and are not just with any businesses that are affiliated using your campaign to get good public with a tobacco company (for example, relations for themselves in the Kraft and Nabisco are owned by Philip community. Morris, Inc.). • Make it clear what you want the ath­ • Keep up with current sports news and letes to do, and present your entire wish the reputations of athletes you would list. (You probably will not get a second like to use as spokespersons for your chance to ask for more.) For example, awareness campaign or event. Watch do you want them to visit a local school ESPN, and look at various sports sites and talk with a group of kids for 20 min­ on the Internet. utes about the importance of leading a • Before approaching a professional ath­ healthy, tobacco-free lifestyle? Would lete or sports organization with ideas or you like them to videotape a message to a proposal for a campaign, ask if anyone run on the school television network? in your state health department, organi­ Ask if the athletes would mind signing zation, or school has ever worked with autographs for kids who take part in the the athlete or team in the past. Find out event. what their experiences were like. Posi­ • Outline the messages that you would tive? Negative? Get the details. like to stress and put them in writing. When they are addressing their fans, the Make Your Ptch to Athletes and Ther athletes will appreciate having talking Representatves points about the importance of healthy Contact the athletes’ agent or their team’s lifestyles free of tobacco and drugs as public/community relations department to well as the harmful effects of tobacco use

 on athletic performance, strength, and sure to include newspaper clippings and endurance. photos for the athlete, agent, and team con­ • Let the athletes know that as respected tacts’ files. These kind gestures always are and highly visible figures in the com­ appreciated and will make people want to munity, their presence in your campaign work with you again. will draw attention to these important public health messages as well as the Organze Team and Stadum community education activities and Events events that you are planning. The popularity of sporting events in the • During your conversations or in your United States makes them an effective correspondence, emphasize the impor­ means of grabbing kids’ attention and con­ tance of their communicating tobacco- veying important health messages. These free and other public health messages events also present some terrific opportu­ that could save lives. nities for establishing partnerships with • Discuss sponsorship of various activi­ supporting organizations that might be ties and approval of outside sponsor­ willing to help you. Before approaching ship. Make sure that sponsors do not a professional team with a proposal for an conflict with products that the athletes event, you must know what type of event are endorsing already. Ask the athletes’ you’d like to use to promote your messages agent and team community relations to youth. Consider these ideas: departments if they have ideas regarding • Promote your tobacco-free message to sponsorship opportunities. youth during opening ceremonies or half-time events. For instance, identify Get Approval Up Front local “Tobacco-Free Stars”—kids who If you are developing a poster or other com­ have been actively involved in local munication product, make sure that it is tobacco-control efforts through their approved by the athlete, agent, team, school, schools or teams—and honor them at and in some cases, the national sports league the game. (e.g., Major League Baseball, National Foot­ • Use the ceremonial first pitch at baseball ball League) and possibly an international games or a coin toss at other events to federation, such as the Federation Interna­ promote your messages. For example, tionale de Football Association (FIFA) if you link a school contest to the ballpark are working on an international football/ game so that contest winners get to soccer campaign. throw out the first pitch and share their Always express your appreciation by health messages with the crowd. writing thank you notes. You can have the • Display your tobacco-free messages on kids in your program write them. Your the stadium’s jumbo video screens or on youth athletes can present celebrity partners banners at the stadium. with an award at a ribbon ceremony. Be

 • Pass out educational flyers to youth and • Set up a booth near the concession stand their parents, and hang banners dis­ where the team’s physicians and certified playing your messages in the stadium. athletic trainers can meet with kids and (Check out the free materials available their parents to talk about the addictive from the CDC Office on Smoking and effects of tobacco, including bidis, cigars, Health’s Media Campaign Resource and spit/chew tobacco. They can also Center at www.cdc.gov/tobacco/ educate youth about the many health media_communications/countermar­ benefits of being involved in a sport. keting/mcrc/index.htm and Publications • Find out if your local sports team’s radio Catalog at http://apps.nccd.cdc.gov/osh_ station allows interviews before the pub_catalog/PublicationList.aspx) game or during the game’s commentary. • Have team members sign autographs If so, ask to be on the program to talk for kids, all the while conveying positive about your event and about tobacco-free messages about sports and the benefits sports. of being tobacco free.

 Worksheet—Tobacco-Free Sports Plannng Use the planning worksheet as a reference point for thinking about the approaches, materials, messages, and techniques you’ll use to move your program from broad goals to measurable successes.

What are we trying to achieve?

What are our programmatic goals?

Who are our audiences?

1. What are their characteristics?

• What do they see as benefits?

• What barriers exist?

• What motivates them?

2. How can we reach them?

What are the measurable objectives?

1. Objective 1

2. Objective 2

3. Objective 3

What are our strategies and tactics?

How will we achieve our objectives?

1. Strategy

a. Tactic

b. Tactic

c. Tactic

2. Strategy

a. Tactic

b. Tactic

c. Tactic

What are our messages?

1. What action do we want the audience to take?

2. How will we motivate them to take this action?

3. What do we need to tell them?

What are key measures of success? (Evaluation is discussed in detail beginning on page 49.)

1. How will we know our program is working?

2. How are we going to measure our successes?

 Worksheet—Target Audence Profile

Whom do we want to reach?

List demographic/psychographic characteristics:

What does the audience think about tobacco use?

What does the audience think about sports participation?

List audience beliefs and attitudes:

What would motivate the audience to engage in the desired behavior?

List key benefits:

What prevents the audience from engaging in the desired behavior?

What behaviors are they doing instead?

List key barriers:

Where can we reach the audience?

List communication channels:

 Creatng a Game Plan for Success—Sample Game Plan Elements for Anytown, USA Youth Recreaton League

Set your program goal—the defining mission Sample Objectves “Why do I love sports? They of your effort. • To raise awareness so that 95 percent make me feel alive. Soccer of ARL youth athletes are aware that allows me to dream big.” Define measurable objectives—the interme­ tobacco use has a negative effect on diate steps that define and quantify the vari­ sports performance. Gabriela L, Age 9 ous ways you will achieve that goal. Will • To increase adherence to ARL facility you concentrate on awareness, individual smoking bans. behavior changes, or policy matters? Does your budget allow for a major effort, or Sample Strateges must you keep your activities modest? • Promote a tobacco-free brand at ARL youth sporting events. Identify strategies—the broad techniques • Emphasize the performance-related ben­ you will use to achieve your objectives. efits of being tobacco free. Strategies generally involve long-term plans, • Involve coaches and parents in message and you will likely have more than one, dissemination. depending on your objectives. They are the big-picture plans that outline your work. Sample Tactcs • Distribute branded no-smoking signage Select tactics—the specific steps and activi­ to all ARL facilities. ties that will support your strategies. Sever­ • Include branded messaging in all ARL al tactics may support a single strategy, but print and electronic publications such each should evolve logically from your goals as Web site, schedules, newsletters, and and objectives. press releases. • Host youth clinics featuring local tobac­ Sample Program Goal co-free minor-league or college athletes. To keep youth aged 9–12 that participate in • Develop a coaches’ kit to make it easy to Anytown Recreation League (ARL) pro­ incorporate tobacco-free messaging into grams tobacco free. practices/drills. • Encourage parents to write letters to the editor supporting the enforcement of ARL tobacco-free policies.

 Case Study City of Milwaukee’s “Tobacco-Free Sports” Program Presents Kick Butts Day

The Playbook—Mlwaukee’s Wnnng Tactcs and Strateges • Milwaukee planned their event around Campaign for Tobacco-Free Kids’ Kick Butts Day, an annual national initiative that encourages youth to participate in positive tobacco-free activities (www. kickbuttsday.org). • Milwaukee invited special guests in­ cluding T.J. Ford (point guard for the Program Overvew and Goal Milwaukee Bucks), Dana Jones (forward The city of Milwaukee’s “Tobacco-Free for the Chicago Blaze), Teri Mitchell Sports” Program is a youth-led, adult- (Head Coach for Marquette Women’s guided program of the Milwaukee Public Basketball), and James Wright (forward Schools (MPS) Department of Recreation for the University of Wisconsin, Milwau­ and Community Services. Teens are kee Panthers). trained as peer educators to present anti­ • Milwaukee reached out to local media, tobacco education and prevention lessons including print, radio, and television to younger children who participate in outlets. Media members received press Milwaukee Recreation’s fall, winter, and releases and media kits about the event spring sports teams. The program uses a and invitations to attend. three-pronged approach: tobacco control and prevention mini-sessions for parents The Scoreboard—Results and youth, a targeted media advocacy Hundreds of students from Milwaukee anti-tobacco event, and tobacco prevention Public Schools participated in the event and trainings for sports program staff, spent the morning exercising and listening including coaches and officials. Every year, to presenters. Over the years, students also Milwaukee’s “Tobacco-Free Sports” presents have received visits from Wisconsin’s First Kick Butts Day. Lady Jessica Doyle, Health Commissioner Bevan Baker, and other public officials. The Game Plan—Objectve TODAY’S TMJ4, the NBC-TV affiliate in Create a fun, memorable experience to Milwaukee, covered the event and ran the reward students for staying tobacco free and story in the evening news. You can view the making healthy choices. news report online at www. milwaukeerecreation.net/tobacco-free­ sports/.

 Levelng the Playng Feld: Advocatng for Tobacco-Free Polces

While events and promotions can raise • Recreation Department Level—urge your “I know some kids that smoke awareness of the benefits of a tobacco-free local recreation department to enforce a in school but I’m not inter­ lifestyle, they may not yield a long-term im­ tobacco-free policy on all grounds they ested. Soccer and basketball pact on your target audience. Young people maintain, operate, and regulate. are too important to me. They also need ongoing community support and • Municipal Level—push for the adoption think they are cool, they’re alternative activities to help them resist the of a ban on use of tobacco products not.” pressure or temptation to smoke. The his­ on and around city/county property, tory of tobacco control shows that creating including office buildings and parks and Nicole S., U17 FSASoccerPlus environments that make smoking more recreation facilities. costly and less convenient has been criti­ cal in lowering usage rates. Tobacco-Free Selecting Realistic Policy Targets workplaces, taxation, and many other policy • Consider your resources—how many changes large and small all have contributed people are on your policy team and how to the decline in smoking over the past four much time can they devote to the project? decades. Tobacco-free policies will send a loud • Do you have the resources to work toward and clear message that tobacco use is not the a recreation department, city/county, or norm in your community and will provide federation ban? kids with a healthy, tobacco-free environ­ • Will all forms of tobacco use be banned ment in which to play. These policies also or just smoking? educate coaches, referees, and parents about the importance of being tobacco-free role • Which playing fields and parks will be models for youth. affected by the policy? Think of policies that will reinforce your • Will the ban be just for the playing area, message, and be realistic about the level of or will it cover the entire park and parking policy that you target. It is not necessary lot? to change national or state policy to make a difference. You can start in your own • Will you prohibit tobacco advertising, organization or community. The levels at including any ads displayed on T-shirts, which you might advocate for tobacco-free caps, signs, or programs or sponsorship of policies include: the event? • Team Level—propose a ban on the use • Will the policy apply only to youth? of tobacco products by players, coaches, referees, and volunteers at sponsored events involving youth. Or work with Guides to influencing policy change, a local minor league team to make their including those referenced at the end of stadium tobacco free. this section, provide detailed information • Association or League Level—encourage on if, when, and how to conduct an advo­ policies that require all participating cacy campaign. In the interest of avoiding teams to be tobacco free. duplication, what follows is a summary of

 the steps that will be involved as they relate tem) and the American Lung Association to tobacco-free sports. Readers are encour­ (1-800-LUNGUSA; www.lungusa.org) aged to explore the resources listed at the are good sources of information on state end of this section prior to taking on policy tobacco-related legislation and regulation. change as a strategy. Establsh a Coalton Pre-Season: Assess Your Startng To successfully promote any change in poli­ Pont and Establsh a Coalton cy, it will be necessary to demonstrate broad community support. Enlist support from Know Current Law stakeholders, including the coaching staff, Based on the information you uncovered parents, players, local health department, about your target audience and community local tobacco-control coalition, teachers, during the development of the strategic PTA, recreation department staff, volun­ plan, the first step in effectively advocat­ tary health agencies (such as the American ing for policy change is to identify policies Cancer Society, American Lung Association, that either facilitate or help to discourage American Heart Association, and Campaign smoking. You also will want to become for Tobacco-Free Kids), and others with aware of current laws and policies. In some an interest in tobacco-free sports or youth cases there may be no policies at all relating health. Ideally, your coalition will be repre­ to tobacco control, in which case you will sentative of the population of your commu­ be starting from scratch. But there may nity and will include people with a variety already be policies in place. Still others of skills, contacts, and experience. might not be enforced. These might in­ clude anything from lack of enforcement of Seed the Ground an existing ban on smoking near recreation facilities to a minor league baseball stadium Develop a Game Plan that allows smoking in the stands. Whatever Depending on the scope of your proposed the current situation may be, understanding ban, determine which official or body will your starting point will tell you how much make the final decision. Familiarize yourself of a change you are proposing and how with who will make the decision, how deci­ much you need to prepare the community sions are made, what steps your proposed for the changes. ban will have to go through before being You can contact your local parks and enacted, and the timing. Conduct a who­ recreation department to find out if there knows-who session with your policy team— are any current tobacco-free policies in ef­ identify who in your group has connections fect; your local health department can help to decision makers. with information on other local tobacco- Map out a strategic plan and calendar, free policies. CDC’s Office on Smoking and with benchmark goals for each step of the Health (http://apps.nccd.cdc.gov/statesys­ process necessary to enact your policy. As­

0 sign members of your team responsibility use the news media to deliver an in-depth for key areas of work, taking into consider­ analysis of the issues under consideration ation their relationships with decision mak­ and your key message points. Take care in ers, experience, and time. And, hold regular selecting spokespersons for your coalition, meetings to evaluate progress and change choosing those who can be articulate under course if necessary. pressure, know the issue, and will be pre­ pared to counter the opposing viewpoint. Educate the Communty You also can work through the media to You will need to lay the groundwork for expose tobacco industry interference and op­ your advocacy project by educating the position during the campaign. The Ameri­ public so that members of the community, can Nonsmokers’ Rights Foundation Tobacco including elected officials, understand the Industry Tracking Database (www.tidatabase. health risks associated with smoking and org) is a valuable resource for making the spit tobacco use and the ways to protect connections between front group activity youth from those dangers. Public presenta­ and the tobacco industry and is available to tions to organizations such as civic clubs, coalitions and the media. parent-teacher organizations, health agen­ cies, professional societies, and home-owner Meet Wth Decsonmakers groups provide an opportunity to find peo­ Determine in advance your two to three key ple who care about the issue and are willing points and who will make them. Do not to support or work on your campaign. The leave the meeting without asking the deci­ more support you can build, from a variety sionmaker to pledge her or his support for of citizens, the stronger your position will the tobacco-free policy. After the meeting, be in advocating for policy change. send a thank you letter and follow-up mate­ rial to bolster your case. Run Your Plays Here are some possible message points that will help you make your case in favor of Moblze Communty Support tobacco-free policies: Generate calls, e-mails, postcards, petitions • Tobacco use is the leading cause of or letters to decision makers from commu­ preventable death in the United States4. nity members. Ask people to speak from The adverse health effects from ciga­ their own experience about why a tobacco- rette smoking account for an estimated free policy is important to them. When 438,000 deaths, or nearly 1 of every 5 decision makers hold meetings on the issue, deaths, each year in the United States5, 6. have supporters attend to speak out. More deaths are caused each year by to­ bacco use than by all deaths from human Work Wth the Meda immunodeficiency virus (HIV), illegal Using the techniques discussed in the “Pro­ drug use, alcohol use, motor vehicle inju­ motion” section of the Playbook on page 32, ries, suicides, and murders combined5, 7.

 • Each day, an estimated 4,000 teens in the • Communities throughout the United United States try cigarettes for the first States—in Arizona, California, Mary­ time. If current smoking rates con­ land, Minnesota, New Jersey, New York, tinue, an estimated 6.4 million of today’s and Texas, for example—are creating children will die prematurely from a tobacco-free outdoor recreational facili­ tobacco-related illness in adulthood.2 ties out of concern for the health of their • Spit tobacco is not a safe alternative to citizens. smoking. It contains nicotine and at • In a tobacco-free environment, coaches least 28 cancer-causing chemicals and and recreational leaders become tobac­ causes cancers of the mouth, cheeks, and co-free role models that send a powerful gums.8 message to youth that tobacco use is not • The Surgeon General has concluded part of a healthy lifestyle. that secondhand smoke causes prema­ • For years, the tobacco industry has ture death and disease in children and sponsored and advertised at sporting nonsmoking adults, and that there is no events. Research indicates that sporting risk-free level of exposure to second­ events expose youth to extensive tobacco hand smoke9. The Surgeon General has use by people they view as positive role found that secondhand smoke exposure models. causes heart disease and lung cancer in nonsmoking adults and sudden infant Post-Vctory death syndrome, acute respiratory infections, middle ear disease, more Implement and Enforce the Polcy severe asthma, respiratory symptoms, If your policy is accepted, take time to edu­ and slowed lung growth in children9. cate the community about it as well as any The California Environmental Protec­ enforcement procedures. In general, to­ tion Agency estimates that secondhand bacco-free policies have proved self-enforc­ smoke causes 22,700 to 69,600 heart ing, much like traffic laws. The majority of disease deaths and 3,423 to 8,866 lung smokers refrain from smoking in prohibited cancer deaths among U.S. nonsmokers areas when they are aware of the law and annually10. when nonsmoking areas are well marked. • Secondhand smoke causes sudden infant Therefore, it also is important that an ad­ death syndrome (SIDS), acute respira­ equate number of signs indicating the policy tory infections, ear problems, and more are provided. CDC’s Tobacco-Free Sports frequent and severe asthma attacks Web site (www.cdc.gov/tobacco/youth/edu­ in children. Exposure to secondhand cational_materials/sports/index.htm) has smoke causes respiratory symptoms in sample signs you can use to announce your children and slows their lung growth. It tobacco-free policy. Check with the parks is responsible for an estimated 150,000 and recreation department or facility man­ to 300,000 new cases of bronchitis and agement for guidance on posting signs. pneumonia in children aged less than 18 months.11  Play Defense a well-written policy will go a long way “Smoking is out of the question. Just because a policy is enacted, effective, toward protecting the ground you’ve gained. I want to be the best. I train too and popular does not necessarily mean it However, you should remain prepared to hard to risk it all by smoking.” will remain in force. Strong grassroots defend the policy should the need arise. support, committed decision makers, and Nick, U15 Premier

Sample E-mal or Letter

Tobacco use among youth is a serious problem. According to the Centers for Disease Con­ trol and Prevention (CDC), around 4,000 youths aged 12 to 17 try their first cigarette every day. If current patterns continue, an estimated 6.4 million of today’s children can be ex­ pected to die prematurely from a tobacco-related disease, including heart disease; multiple cancers, including those of the lung, mouth, bladder, pharynx, and esophagus; stroke; and chronic lung disease. Almost 7 percent of middle and high school students report being cur­ rent users of spit tobacco. Spit tobacco use by adolescents is associated with health problems ranging from gum disease to oral cancer. Why do our young people start smoking or chewing? They are influenced by people around them who use tobacco. Friends, family, athletes, coaches, and other adult leaders are key role models who influence whether or not youth choose to use tobacco. How can we, as a community, work to ensure that youth are surrounded by positive role models? We can start by being positive role models ourselves. One way we can do this is by prohibiting tobacco use at our sports facilities, recreational facilities, and playgrounds. Prohibiting to­ bacco use reinforces to our youth that tobacco use is unacceptable and shows them that we, as adults, care about their health. By prohibiting tobacco use at sports and recreational facilities, especially indoor facilities, we are also protecting both youth and adults from the hazards of secondhand smoke. The Surgeon General has concluded that secondhand smoke causes premature death and disease in children and nonsmoking adults9. I urge you to support tobacco-free recreational environments for our young people. By adopting a tobacco-free policy, our community can send a clear message that we care about the health of young people and want them to make positive lifestyle decisions.

Thank you very much.

Sincerely,

 Sample Postcard

[Front of postcard] Help protect the health of our youth by supporting tobacco-free sports!

[Back of postcard] I would like you to consider adopting a tobacco-free policy for your youth recreational programs and facilities to protect the health of our youth.

Sincerely,

Sample Petton

We support tobacco-free policies for our community’s recreational and sports facilities. • Tobacco use is the single most preventable cause of death in the United States. Every year, around 440,000 Americans die from tobacco use. • Each day, 4,000 teens in the United States try cigarettes for the first time. • Parents, coaches, and recreational leaders are role models for youth and can have a posi­ tive effect on the lifestyle choices they make. • The Surgeon General has concluded that secondhand smoke causes premature death and disease in children and nonsmoking adults9. • Prohibiting tobacco use at our community’s recreational facilities protects the health, safety, and welfare of everyone in the community.

Signed:

Name Address and Phone E-mail Address

 Case Study Maryland—Smoking Stops Here Helps Get Policy Passed in Queen Anne’s County

Program Overvew and Goal pipes, and snuff and spit tobacco, within ”I have coached the best play­ Maryland—Smoking Stops Here (www. 100 yards of any organized youth activ­ ers in the world. It requires smokingstopshere.com) is a grassroots ity at a county park. This includes amazing dedication, talent, movement to mobilize Maryland citizens to athletic events, concerts, and special and fitness. But the interest­ adopt a healthy active lifestyle and improve events with a defined start and end time. ing thing is that everyone can their social environment by changing at­ Maryland—Smoking Stops Here helped benefit from what sports have to titudes and getting involved in existing Queen Anne’s County develop this offer. I hope all young people try county-level programs as part of a commu­ policy. sports and find something that nity-wide movement. • Develop materials. Maryland—Smok­ fills their heart and soul like ing Stops Here develops customized soccer has for me and those I The Game Plan—Objectve “Tobacco-Free Zone” materials that are coach. In turn, the intangibles of Assist Maryland counties with the posted in county parks and recreation being an athlete are numerous: development of tobacco-free policies. facilities. These materials present a being healthy, fit, psychologi­ unified message across the state about cally strong, and confident are The Playbook—Maryland’s preventing tobacco use. great foundations for any future Wnnng Tactcs and Strateges endeavor, and a lot of fun is • Develop a coalition with groups and The Scoreboard—Results had along the way. I am a firm agencies that have an interest in to­ Government officials unveiled Queen believer in the benefits of sports, bacco-free sports or youth health. To Anne’s County’s tobacco-free policy for and certainly, maintaining a develop tobacco-free policies in Queen county parks and fields, school facilities, tobacco-free lifestyle is at the Anne’s County, Maryland—Smoking and sports complexes at a press conference core of realizing your dreams.” Stops Here worked with county com­ featuring the new “Tobacco-Free Zone” missioners, the parks and recreation signs. These signs were posted on the Anson Dorrance department, and alcohol and drug abuse backstops of more than 22 baseball/softball Head Coach, services. fields, 16 multipurpose fields, and 3 UNC Women’s Soccer • Promote tobacco-free policy develop­ football fields used for youth athletic events 18 National Championships; ment. The “Tobacco-Free Facilities” throughout the county. In addition, parks Former Head Coach, U.S. policy prohibits the use of all tobacco and recreation programs in 7 other counties Women’s National Team products, including cigarettes, cigars, enacted tobacco-free policies. 1986-1995; 1991 FIFA World Champion, Head Coach

 Sample Proclamaton The Anne Arundel County, MD, Recreation and Parks Department issued this proclamation banning tobacco use in all county recreation and parks fields and outdoor facilities during county-sponsored events.

 Sample Sgnage Signage informs constituents of the Maryland—Smoking Stops Here tobacco-free policy.

 Sample Team Proclamaton A minor league baseball team in Maryland, the Bowie Baysox, got into the action by issuing a team proclamation to support the tobacco-free campaign.

 Sample Tobacco-Free Polcy for Outdoor Recreatonal Facltes Tobacco-Free Youth Recreation, Minnesota’s statewide recreation-based tobacco prevention pro­ gram, offers training and technical assistance to local tobacco control advocates, including youth, to help them advocate for tobacco-free park policies in their communities. This model tobacco- free policy for park and recreation areas is one of several materials provided to advocates to help guide their efforts.

 Sample Publc Servce Announcements for Sports Events The Kansas Tobacco-Free Sports program’s Tobacco-Free Sports Community Playbook for Recreation and Tobacco Prevention contains suggested public service announcements to publi­ cize tobacco-free policies at the beginning of and during tobacco-free sports events.

0 Sample Event Ideas for Tobacco-Free Sports The Kansas Tobacco-Free Sports program promotes a tobacco-free lifestyle for young athletes by providing educational opportunities, promoting community norm change, and ensuring the existence of tobacco-free environments during sporting events. The Tobacco-Free Sports Community Playbook for Recreation and Tobacco Prevention contains the tools needed to use recreation as a means for tobacco prevention, including these ideas for tobacco-free sports events.

 Case Study Minnesota Tobacco-Free Youth Recreation Program Promotes Tobacco-Free Policies

Overvew Minnesota’s Tobacco-Free Youth Recreation (www.ansrmn.org) program began in 2000, and since that time has assisted more than 90 Minnesota cities and four counties in establishing tobacco-free policies for their parks, beaches, athletic fields, playgrounds, and other recreation facilities.

Sgnage Metal signs inform park visitors of the Min­ nesota cities’ ban on tobacco use.

Fllng the Stands: Promotng Your Program or Event

Now that you’ve developed detailed plans for your tobacco-free policies, programs, and events, you need to make sure that people know about them. A promotional Develop and Test a Key Message plan based on your audience research will The heart of any communications plan ensure that you get the word out about is the key message—a short, well-crafted your activities to the right people at the message to inform your target audience right time. Successful communication will what they should know and do. To develop garner your target audiences’ attention so your key message, you need to determine that they support your efforts, participate in what messages need to reach your audience them, and tell others about them. and which are most likely to persuade or In this section, you will find recom­ help them to adopt a tobacco-free, healthy mendations for developing and testing a key lifestyle. Convene a brainstorming ses­ message for your program or event, sample sion with a few key stakeholders, share your media materials, guidelines for placing pub­ objectives with them, and come up with sev­ lic service announcements, tips for leverag­ eral ideas. Select a few of the ideas to share ing partnerships to extend your reach, and with members of your target audience. additional marketing ideas.

 Getting feedback from your target audi- Do not wait until you need to get a story “Smoking is a turn-off. I’ve ence before you develop your materials is or event covered to introduce yourself to coached Olympic Gold Medal called pretesting your message. It helps to a reporter. Instead, get to know the local soccer players and am currently ensure that your message will appeal to the reporters who cover health, public policy, or coaching youth players, some target audience and that it will be passed any other topic linked to your tobacco-free just starting to get serious about along, understood, and acted upon. Pre­ sports initiatives. Then, choose one news elite soccer. The margin of suc­ testing can be as simple as gathering a group contact at each media outlet and build a cess for players that reach their that is representative of your target audi­ rapport by remaining in contact regularly, goals or come up short is so nar­ ence from your office, recreation center, developing consistent message points, and row. Why would any talented health center, or school. If you have the becoming a “go-to” source for timely, reli­ athlete consciously hurt their time and money, you can hire a professional able information. chances to be their best? Tobacco focus-testing provider to do this for you. Create a media list of names and contact clearly has no place in a healthy Be prepared to revise the messages one or information (e.g., phone and fax numbers lifestyle. There is nothing sexy or more times until the messages are clear and and mailing and e-mail addresses) for each cool about smoking. Be smart! appeal to your target audience. reporter, especially the health or science Be healthy! Be tobacco free!” reporter. Refer to the tips for creating Work Wth the Meda To Promote a media list in the guidelines on how to Tony DiCicco Your Program or Event “Write and Distribute a Media Advisory” in Coach, USA Women’s By working with the media, you can bring this section, page 34. National Soccer Team exposure to the vitally important issue of ‘96 Olympic Gold Medal; tobacco use prevention and your program. Do Your Homework ‘99 World Cup Champions Building and maintaining relationships with In the news business, timing is everything, reporters and assignment editors at your lo­ so you will want to look for opportunities to cal newspaper and television stations can be link your story to local, regional, or na­ valuable to your public education, outreach, tional events or observances (e.g., World No and funding efforts. At the end of this sec­ Tobacco Day, the Olympic Games). Doing tion, you will find template media materials so will make your “pitch” to reporters easier that you can customize or use as a guide to while helping them do their jobs. Keep develop your own materials. in mind that reporters operate under tight deadlines, and they rely on professionals like Practce the  Bs you for stories, information, and interviews. The media materials contained in this sec­ tion are tools to help you practice the “4 Bs” Develop Supportng Message Ponts of media relations: In addition to your key message, support­ • Be prepared. ing message points are a useful tool for • Be an educator. both internal and external communications • Be quotable. related to your tobacco-free sports program • Be in control. and events. The “boilerplate” (fill-in-the­

 blank) message points provided in this sec­ name and number that media can call in tion focus on current statistics on youth and advance of the event also are crucial. tobacco use and the benefits of tobacco-free Below are some suggestions for success­ sports. fully distributing your advisory. You can customize and refine these Create a media list. Send the advisory message points into shorter messages that to local media outlets in your community can be used as talking points or responses 1 week before your event. To do so, you during print or broadcast interviews. You should develop a current media list—a also can use them for developing your own fundamental tool that organizes informa­ media, marketing, partnership development, tion about reporters. Your list of media and presentation materials. outlets must be accurate and up to date to effectively reach reporters with your story. Wrte and Dstrbute a Meda Advsory This list also can be used when distributing A media advisory is a simple way to inform your press release, which will contain more local media outlets about an upcoming information about your event. press conference, briefing, or other event. Here are some tips on creating a media list: You distribute this document to media in • Check your local library or bookstore advance of your event to provide print, for media directories of daily and weekly broadcast and Internet reporters with the newspapers, television stations, radio basic details about what your event is and stations, newswire services, Internet where and when it will be held. Its goal is news outlets, magazines, newsletters, not to tell the complete story, but instead to and business trade publications in your entice media to attend your event to learn community. Some examples include more. Bacon’s directories, the Yellow Book, and As you prepare for your tobacco-free Gebbie’s All-in-One Directory. Use the sports event, refer to the customizable me­ phone book or the Internet to supple­ dia advisory template in this section. You ment your list. may use this template as the basis for your • Once you have developed a list of phone media advisory, making sure to edit it as numbers and addresses, call each outlet necessary (particularly updating all of the to verify the information and to deter­ placeholders that have been listed in brack­ mine which editors and reporters are the ets throughout) to customize it for your most appropriate for your news, such as event. health reporters. If you choose to write your own media • For each media outlet, create a list with advisory, keep it short (no more than a the following information: name of page). The most essential components are media outlet, address, telephone num­ the details of the event: what the event is, ber, fax number, e-mail address, and the where the event is taking place, and the day names and titles of specific reporters and time the event will begin. A contact or editors who cover tobacco use and health-related issues.

 • Today, most reporters and editors prefer Newswire, charge for posting such informa­ information to be e-mailed to them; tion, so you may wish to inquire first.) Also therefore, secure an e-mail address when call local newspapers and business publi­ possible. When calling to verify contact cations that feature upcoming activities, information, you also should ask about asking them to place the advisory in their the best time to call each reporter about “week ahead” columns or calendar listings your event (i.e., how far in advance/what to encourage community members to at­ time of day). tend your event. As a follow-up, after you e-mail or fax Be sure to include specialized media on the media advisory, contact reporters by your list, such as African-American, Hispan­ phone to determine their interest in at­ ic/Latino, or other minority newspapers or tending or covering the event. This type of radio stations. Other specialized media you personal effort often can make a difference may wish to include are university/college in generating media interest. newspapers; television and radio stations; small community papers or neighborhood Wrte and Dstrbute a Press Release newsletters; and publications produced A timely, well-written press release is an im­ by local organizations, such as businesses, portant tool in an effective media outreach hospitals, women’s centers, health care clin­ plan. While small newspapers may run the ics, professional associations, churches and release word for word or with minor chang­ other faith-based institutions, drug stores, es, other media (in fact, the majority) use and local civic clubs. it as background information to craft their Place the media advisory on the “day­ own articles. Either way, the release is the books” and in “week ahead” columns. “Day­ key vehicle for generating media interest; books” are daily listings of all activities thus, taking the time to make it as powerful that media are invited to attend—they are as possible is worth the effort. not read by the general public. In contrast, As you prepare for your tobacco-free “week ahead” columns reach a wider audi sports events, you may want to distribute ence because they are published in local a press release announcing your program’s newspapers and business publications. most important and newsworthy activity. Both of these tools can help you spread Whether you use the sample press release the word about your event. Call the local provided in this section or write your own, bureaus of newswire services, such as the you can follow these guidelines for writing Associated Press and Reuters, in your city or an effective press release. state and ask for the name of the daybook A press release distributed to local media editor and that person’s fax number. Fax by fax or e-mail on the day of your event, your advisory and ask the daybook editor as well as in press kits handed out at your to place it on the newswire’s “daybook” the event, provides more detailed information week before, the day before, and the day of than the snapshot you may provide in a the event. (Some media services, such as PR one-page media advisory sent to media in advance of your event.  While the brief media advisory serves for your event (particularly updating all to entice media attendance at your event, a placeholders that have been highlighted in press release can help the media flesh out bold and listed in brackets throughout the their stories. For example, the press release release). Here are some tips to help you can contain quotes from local officials and write your release. mention other activities your organization is • Stick to a traditional format. Releases planning along with the main event. If you should be issued on your organization’s have multiple newsworthy activities planned, letterhead. At the top of the page, you may wish to distribute a separate press include the name and phone number of release for each of your other activities, if a contact for more information. The they can stand on their own. Or you may release should begin with the name of wish to issue a news release with an attached your city and the date. If the release fact sheet describing all of the events being is longer than one page, type “more” at hosted in your community for the entire the bottom of each page except the last. tobacco-free sports program. Signify the end of the release by typing For example, your tobacco-free sports “###” centered after the last sentence. event release may be considered newsworthy • Keep it short. A press release should be if your organization: no more than two pages, double-spaced; • Honors a local individual or organization it should contain short sentences and as part of the celebration. paragraphs. • Plans an event to issue a tobacco-free • Give the most important details first. sports proclamation by a local lawmaker Begin with a headline that summarizes or other official. the release. The first paragraph should • Conducts seminars or workshops featur­ answer the five basic questions about ing a local or national celebrity speaker. your event—who, what, where, when, • Publicizes the local impact of a national and why. news event or campaign, such as World • Be careful with language. Avoid using No Tobacco Day (http://www.who.int/ slang or technical terms dealing with tobacco/communications/events/wntd/ tobacco use or sports initiatives. If nec­ en/). essary, explain terms. • Announces the results of a poll, survey, or • Check for accuracy. Be sure to verify study on youth and tobacco use. all spelling, statistics, names, and titles • Launches a new public education in your tobacco-free sports initiative campaign. release. • Write factually. Opinions should be Refer to the press release template in this expressed in direct quotes only. When section when writing your tobacco-free quoting an individual in your press sports initiative press release. You may use release, get consent before publishing. this template as the basis of your press re­ lease, making sure to edit it as necessary

 • Seek placement. Distribute your • Stick with one subject. Choosing one “Playing sports is a fun way tobacco-free sports initiative release at theme will most effectively persuade the to develop lifelong habits of your event and via e-mail or fax to local reader and drive home your point. exercise, eating right, and set­ print, broadcast, and Internet reporters • Express an opinion. Be clear about your ting your priorities. You can in your community on the day of the point of view from the beginning of the accomplish whatever you want release’s date. An explanation of how piece. in life through such discipline, to develop a media distribution list is • Provide background information. Do hard work, and staying healthy provided with the sample media adviso­ not assume your readers are aware of and fit. Take that first step that ry in this section. Follow-up by phone the issue or your viewpoint, so paint a will carry you through a lifetime to encourage reporters to write or air a general picture of the issue or problem. and start playing sports on any story. Try to schedule an interview with • Support your position. Statistics or study level, and you too will see and an official of your organization to give results add credibility, but take care not feel the rewards.” the media additional information. Col­ to bury your readers in numbers. lect samples of any resulting coverage to • Use appropriate anecdotes. Reference Bruce Arena document your outreach efforts. If you a recent news event, story, or personal Head Coach, U.S. Men’s invite the media to your event, have a anecdote to bring your piece to life. National Soccer Team place for them to sign in so you can keep • Localize it. Include local statistics about 2006, 2002 World Cup track of who attended and monitor for tobacco use. Refer to local Qualifier resulting media coverage. tobacco-free programs and resources that have a direct impact on your Wrte and Place an Op-Ed community. Most newspapers publish a page of opinion • Contact a local authority or expert to columns and letters opposite the editorial request a quotation. Including a relevant page; hence the term “opinion editorial,” or quote can provide additional context to “op-ed.” Important ideas and issues are de­ your argument and demonstrate that bated on the op-ed pages—an ideal place to other respected figures in your commu­ raise awareness of your tobacco-free sports nity support tobacco-free initiatives. initiative and to address important issues • Ascertain specific word limits and re­ related to tobacco use and prevention. quired submission information. Word Writing an op-ed places you in the role limits are generally 400–600 words. Be of a columnist—expressing your views while succinct—less is more. presenting the facts. Whether you use the • Identify yourself. At the end of your sample provided at the end of this docu­ piece, include in italics your full name, ment or write your own, here are some tips daytime telephone number, e-mail ad­ for writing an op-ed: dress, and a brief description of who you • Develop an outline. It will help you stay are and what you do that makes you an focused and act as a reminder to cover expert on the subject. key points.

 To submit your op-ed for publication, tives as part of an in-person or telephone get the process started about 2 months be­ interview. Newspaper reporters normally fore your tobacco-free sports event. Begin conduct interviews to gather background by calling your local newspaper to find out information when writing their stories, and the name of the appropriate editor to con­ this provides an excellent opportunity for tact. Establish a rapport with the identified you to share your point of view. editorial page member and brief this person Below are five tips on making the most about the tobacco-free sports initiative. of a media interview as well as some ways The paper may require that you send a to communicate with reporters about your written copy of the op-ed to the editorial tobacco-free sports initiative. page editor and may specify a word limit for 1. Keep it simple. Identify, in advance, no your piece. Submit your op-ed by e-mail, more than three key points you want to fax, or mail, depending on the newspaper’s convey in your interview and stick to preference. Send an accompanying let­ them. Cluttering your interview with ter that explains who you are and provides numerous messages can be confusing. some background information about 2. Get right to the point. Reporters gener­ your initiative and the topic. It should ally do not have time (and they may briefly, but clearly, state the issue and why lack the patience) to sit through lengthy your thoughts on the subject are impor­ speeches. State the most important tant. Give the editorial staff a week or so points first, and then ask the reporter if to review the piece, and then call to be sure you should elaborate on any of them. the op-ed was received and to answer any 3. Remember your audience. Your inter­ questions. viewer, like the general public, likely does not spend as much time think­ Speakng Effectvely Wth the Meda ing about tobacco use issues as you do. About Tobacco-Free Sports Avoid using terms unfamiliar to those It is important to remember that most outside the field, and be prepared to ex­ reporters are “generalists” who cover a plain basic facts about tobacco use and wide range of topics and may not have an prevention. in-depth knowledge of tobacco-related 4. Make yourself useful. Offer to locate issues. That is why you should view the additional experts and arrange for the relationships you cultivate with the media as reporter to speak with them after your partnerships—you provide useful informa­ interview is completed. If you do not tion to them and their audience, and they know an answer to a reporter’s question, provide access to the public you want to offer to research it and get back to the reach. reporter right away with the answer. As part of your tobacco-free sports 5. Practice. If you rehearse ahead of time, activities, you may generate opportunities you are more likely to state your key to tell your story to local media representa­ points clearly during your interview.

 You also can anticipate media questions We’re holding our event on May 31 to par- you might receive and prepare appropri­ ticipate in the annual global observance of ate responses. World No Tobacco Day. The goal of World Sample Message Points No Tobacco Day is to inform the public Because of their popularity, sports activi­ on the dangers of using tobacco and what ties are a great way to reach young people people around the world can do to claim with information on how to make impor­ their right to healthy living and protect tant health decisions related to tobacco use. future generations. That’s why we’re hosting [event]. Our message is that youth tobacco use can be prevented. This week we are focus­ If current tobacco use trends continue, 6.4 ing on [insert your local activities/events]. million of today’s young people will die of Over the next few months [insert your tobacco-related diseases. In [insert your organization’s name] will be [insert future city, county, or service area name], more activities] to help youth in [insert your city, than [insert estimated number of local sta­ county, or service area name] live tobacco tistic] youth currently use tobacco. free. We invite communities and parents to Keeping youth tobacco free as adolescents help us in the fight against youth tobacco and teens can go a long way toward prevent­ use. Encourage local businesses to strongly ing tobacco-related deaths. More than 90 enforce laws that ban the sale of tobacco to percent of all adult smokers begin while in youth. We urge parents to role model the their teens or earlier, and more than half health behaviors they want their children become regular, daily smokers before they to adopt. If you smoke, try to quit, and tell reach the age of 19. your children that you don’t want them us­ ing tobacco.

 Meda Advsory Template

[Date]

[Community/State] Celebrates World No Tobacco Day [Your Organization] Helps Local Youth Stay Tobacco Free by Getting in the Game

WHO: [participants] WHEN: [date and time] WHERE: [address of location] CONTACT: [name and phone number of primary contact for event (including after busi­ ness hours contact information)]

An estimated [number] of [state or city]’s youth currently use tobacco. In an effort to reduce tobacco use among youth and in observance of World No Tobacco Day, [your organi­ zation] will host [an event] on [date]. Sports activities are a great way to reach our nation’s young people with information on how to make important health decisions related to tobacco use. More than 90 percent of all adult smokers begin while in their teens or earlier, and more than half become regular, daily smokers before they reach the age of 19, which suggests that if kept tobacco free, most youth will never start using tobacco. [Insert brief paragraph to elaborate on your organization’s efforts for World No Tobacco Day. Note any visuals that will present a good “photo opportunity”.]

0 Press Release Template For Immediate Release Contact: [Your Organization] [Date] [Your Name] [Your Phone Number]

[Community/State] Celebrates World No Tobacco Day [Your Organization] Helps Local Youth Win the Game of Life by Staying Tobacco Free

An estimated [number] of [state or city]’s youth currently use tobacco. In an effort to reduce tobacco use among youth and in observance of World No Tobacco Day, [your organi­ zation] will host [an event]. More than 90 percent of all adult smokers begin smoking while still in their teens or earlier, and more than half become regular, daily smokers before they reach the age of 19. “Sports activities are a great way to educate youth about the dangers of tobacco use, provide them with the skills they need to refuse tobacco, and demonstrate the benefits of living to­ bacco free,” said [name], [title] of [your organization]. “It is critical to reach young people early and to deliver ongoing prevention messages via sports and other youth-oriented chan­ nels.” [Insert brief paragraph to elaborate on your organization’s efforts for World No Tobacco Day. Include quote from a prominent local official and a youth participant.] World No Tobacco Day, observed annually on May 31, informs the public on the dangers of using tobacco and what people around the world can do to claim their right to healthy living and protect future generations.

[Add a brief paragraph about your organization and its mission.]

 Sample Op-Ed youth are surrounded by positive, healthy With the Bases Loaded, “Do as I Say, Not as I role models? We can start by being positive Do” Not Enough To Keep Kids From Smoking role models ourselves. Most parents, if asked, would say that One way is to demand that the [city] they hope to keep their children from using Department of Recreation and Parks adopt tobacco and would actively discourage them a zero-tolerance policy for tobacco use at from doing so. I know I would. And my recreational facilities and playgrounds. guess is that even smokers feel the same way. This means posting signs and enforcing But do we, as individuals and communities, a smoking and spit tobacco ban for play­ go far enough in protecting our kids from ers, coaches, and spectators. We should addictive and deadly tobacco products? We ban tobacco company paraphernalia worn might tell them not to smoke or use other by players, coaches, and spectators. And forms of tobacco. Then we send them into coaches and administrators should incorpo­ situations, including the great American rate pro-health and anti-tobacco messages pastime of baseball and other sports, where into communications with youth players. they are exposed to secondhand smoke, the We can talk all we want, and coaches can wrong role models, and big-budget tobacco (and should) educate their players about the marketing. dangers of tobacco. But we all know that As the May 31 observance of World kids have a hypocrisy detector. If after all No Tobacco Day approaches, let us turn this talking they play their games in a fog our attention to creating an environment of cigarette smoke from the sidelines, this where kids can learn the dangers of tobacco is a mixed message. If they look up to the and gain the skills they will need to hang stands and see you proudly sporting a tough against marketing and peer pressure. tobacco-company logo on your hat or T- Sports provide the perfect entrée. Despite shirt, again, this is a mixed message. the tobacco industry’s association with ma­ By prohibiting tobacco use at municipal jor sporting events and the use of tobacco recreation facilities and playgrounds, we products by some pro athletes, tobacco use also would be protecting all of our citizens simply is not consistent with sports perfor­ from the dangers of secondhand smoke. mance. Not that all of our children are, or Consider this staggering fact: If current should be, elite athletes. But at whatever youth tobacco use trends continue, level they hope to compete, using tobacco 6.4 million of today’s young people will die will not help them achieve their goals. of tobacco-related diseases. And the time to Why do our young people start smok­ prevent it is now. More than 90 percent of ing? They are influenced by people around all adult smokers begin smoking while still them who smoke. Friends, family, and in their teens or earlier, and more than half other adult leaders are key role models when become regular, daily smokers before they it comes to behaviors like smoking. How reach the age of 19, suggesting that if kept can we, as a community, work to ensure that tobacco-free during this time, most kids will never start using tobacco.

 Tobacco use can be prevented, but it will relevant information on public health. This “Sports have been such an im­ not happen without you. And it will not is where you can play a critical role—by portant part of my life. Growing happen if our children are continually ex­ meeting or talking to your local station up, I played all kinds of sports, posed to messages, overt and otherwise, that media managers to explain the importance both organized and pickup encourage them to smoke. Take the first of promoting a tobacco-free lifestyle to their with friends. There are so many step on World No Tobacco Day. Support local audience and the importance of dis- wonderful benefits. It was a way a tobacco-free policy at [city]’s recreational seminating information on physical activity to express myself, a great way to facilities and playgrounds. Take time to dis­ as an alternative to tobacco use. stay in shape, meet new friends, cuss this important issue with Department Some radio stations may prefer to challenge myself, and travel of Recreation and Parks board members and use live-read announcer scripts for brand the world. I always did better city council members. Urge them to vote in identity purposes. In addition, when an- in school when I played sports favor of the future by protecting the health nouncers and disc jockeys read a PSA, the because I organized my time of young people living in our community. audience identifies the familiar voice and better. And I learned how to [Insert writer’s name, telephone number recognizes that the information is a public become fit and understand the and affiliation] service message meant to benefit their com­ importance of taking care of my munity and listeners. body. That includes saying no to Place Rado Publc Servce Included in this section are two live-read smoking and drugs, despite the Announcements (PSAs) scripts, at 60 and 30 seconds. To distribute pressures you may feel. Having Public service announcements (PSAs) are these scripts, call local radio stations to find others around you commit- unpaid advertisements that promote the out the name and address of the public af­ ted to the same goal can make programs of organizations serving the fairs director at each station. If there is no that an easy choice. I hope that public interest. PSAs can be a powerful and one with that exact title, ask for the name each of you finds a sport that economical way to reach audiences. For a and title of the person in charge of PSAs. you are passionate about and message to qualify as a PSA, it must be: Explain to this person that you are working that makes you feel good about • Non-commercial in nature. as part of an initiative to promote tobacco- yourself.” • Brief and concise (generally 30 or 60 sec­ free sports for youth and want to secure onds). the support of radio stations in promoting Lauren Gregg • Delivered by, or on behalf of, a nonprofit sports and healthy activities to youth in Player and Coach, U.S. organization, charity, or other important your area as an alternative to using tobacco. Women’s National Team community group. Once you have spoken with the public Two-time World Champion; affairs director or other contact, you should Olympic Gold Medalist Radio is a valuable medium for promot­ either fax or mail copies of the PSA scripts ing tobacco-free sports initiatives. Because for their consideration. When you retype radio stations are no longer required to use the scripts to send them out, do not forget PSAs, competition is intense for the time to list your contact name, organization, and they choose to donate. However, most phone number. Make sure to include a station media managers want to respond to cover letter summarizing the main points a community’s concerns and are especially you discussed, and convey your appreciation interested in communicating timely and for the airtime these important messages will receive.

 World No Tobacco Day: Sample : 30 Tobacco-Free Sports Lve-Read Rado PSAs Hey, parents! Get your kids in the game! May 31st is “World No Tobacco Day.” Public Service Announcements It’s a great opportunity to talk with your kids, give a clear message about not smok­ : 60 ing, and encourage something healthy instead. Hey, parents! Get your kids in the game! Sports offer a great alternative. And, May 31st is “World No Tobacco Day.” kids will have a better chance of making It’s a great opportunity to talk with your the team—and staying on it—if they don’t kids, give a clear message about not using smoke. And kids who get involved in sports tobacco, and encourage healthy activities now are more likely to stay tobacco free for instead. life. More than 90 percent of all adult smok­ So get them in the game! ers begin in their teens, or earlier, and more This message is brought to you by [in­ than half become regular, daily smokers sert local organization]. before they reach 19. It’s no wonder, then, that roughly one-third of all youth smok­ Equp Partners To Spread ers will eventually die prematurely from a the Word disease caused by tobacco use. Partnerships with sports celebrities, teams, Sports offer a great alternative. Kids organizations, sponsors, and others offer will have a better chance of making the opportunities to reach target audiences in team—and staying on it—if they don’t use ways that will leave a lasting impression tobacco. And kids who get involved in of the experience and your message. For sports now are more likely to stay tobacco this reason, it is important to have a well- free for life. planned strategy to be successful among the So get your kids in the game! This May fierce competition for goodwill activities 31st, celebrate “World No Tobacco Day” beyond the endorsements, advertisements, —take your kids for a swim, go for a run, or and promotions paid by advertisers. challenge them to a family soccer game in Learn about other individuals and the park. Show them that tobacco free is the organizations that promote for-profit and way to be. not-for-profit activities. Learn who your This message is brought to you by [in­ competition is and find a niche that a rela­ sert local organization]. tionship with your group can fill without

 creating competition for existing respon­ Addtonal Marketng Ideas sibilities. Develop a clear understanding To build awareness and motivate people to of how your partners will benefit from the take action, you want your target audience relationship as well as how they can help to see, hear, or read your message repeatedly your cause. in a variety of places over time. In addition For example, if the local semi-pro team to working with the media to promote your were to sponsor a tobacco-free sports night, program or event, your communications could you generate increased ticket sales by plan should include a variety of outreach promoting the event with the media and in vehicles. For example: schools and other venues where advertising • Print materials (fact sheet, brochure, or would normally have to be paid for? newsletter). As you think about how your ideal part­ • Information posted on the Internet (a nership would work, be prepared to make Web site of your own, information on adjustments to fit with the objectives of po­ the city or town site, an online “chat”). tential partners. For example, if a local team • A PowerPoint presentation for use at already sponsors youth practice sessions, group meetings. you could work at the registration desk for • A speech by a local leader. participants and at the same time distribute • Posters (placed in settings relevant to materials or provide giveaways with your your target audience such as parks, message on them. Keep in mind, there are schools, doctors’ offices, grocery stores, many ways to work with individuals and and libraries). organizations, including: • A paid advertisement in a newspaper or • Arrange celebrity appearances. magazine or on the radio. • Participate in scheduled events. • Banners at shopping malls or events. • Add messages to team sponsored activi­ • Collateral materials such as T-shirts, ties. baseball caps, water bottles, refrigerator • Tie-in with local observances. magnets, buttons, sticky notes, or key • Plan special promotions. chains. • Use public service advertising space. • A staffed table at a health fair or sporting • Provide volunteers. event. • Coordinate media events. • Distribute promotional materials. Please refer to the “Materials That Score” section on page 54 for sample materials. It is better to start small and establish a solid foundation for a long-term partner­ ship than to expect more than what can reasonably be expected at the outset.

 Case Study Maryland—Smoking Stops Here Introduces HERE Club Card

Program Overvew and Goal • Make it a win for consumers. Mary­ Launched by the Maryland Department landers choosing to join the HERE Club of Health and Mental Hygiene’s Mary- Card program will have the chance to land—Smoking Stops Here program (www. save money by taking advantage of spe­ smokingstopshere.com) the HERE Club cial HERE Club Card member discounts Card is a unique partnership that brings while making a personal commitment to together businesses and citizens who strive a tobacco-free lifestyle. People become for a healthier, tobacco-free community members by agreeing to pledge their by combining consumer discounts with support for the Maryland—Smoking promotions at participating businesses Stops Here program goals, which in­ throughout the state. clude smoking cessation and the reduc­ tion of tobacco-related illnesses. The Game Plan—Objectve • Actively promote the program and Develop a partnership that provides con­ tobacco-free messages. The HERE Club sumers with a way to support the state’s is actively promoted at the hundreds of economy, supports tobacco-free lifestyles, community events in which the Mary- and provides businesses with a tool to in­ land—Smoking Stops Here program crease revenue. regularly participates. The program serves as a new tool to deliver positive The Playbook—Maryland’s tobacco-free messages to Maryland’s Wnnng Tactcs and Strateges youth, young adults, and parents. • Make it a win for businesses. Participat­ ing business partners agree to reward The Scoreboard—Results HERE Club Card members with special Eighty-seven businesses representing 123 discounts for their personal support of locations throughout the state of Maryland tobacco-free lifestyles. In return, busi­ have joined the program as founding busi­ nesses have an opportunity to increase ness partners. The partners include national revenue, attract new customers, retain chains, regional companies, and several regular patrons, and decrease both independently-owned businesses represent­ smoking-related productivity losses and ing a variety of industries. smoking-attributable medical expendi­ tures.

 Sample Prnt PSA “As the Captain of the U.S. This print ad informs readers about tobacco-free park policies in Minnesota. Women’s National Soccer Team, I wanted to do whatever I could to be the best and to help my team win. Along the way I real­ ized that being successful took a lot more than playing well. It was being a role model for the next generation. Working hard was a big part of being fit, but my success came from making good decisions along the way, too—like not smoking. I know the habits I developed will help me lead a healthy and active life. I hope the young people today can help us get back on track as a nation and get fit, stay away from smoking, and make their dreams come true.”

Julie Foudy Sample Poster U.S. Women’s National Team Members of the Minnesota Wild hockey team are featured in this Tobacco-Free Youth Recreation 1987–2000 program poster. Two-time World Champion; two-time Olympic Gold Medalist

 Sample Tradng Card Minnesota’s Tobacco-Free Youth Recreation program featured the Minnesota Twins mascot in tobacco-free baseball trading cards.

T.C., Minnesota Twins Mascot

 Post-Game Analyss: Evaluatng Your Program/Event

What Is Program Evaluaton? How Should Evaluaton Begn? In sports, it has been said, “It’s not just Before you start your tobacco-free sports about winning; or losing; it’s about how program, set up a plan to see how your you play the game.” In program evalua­ program is operating and what effects it is tion, it’s about that and more. Evaluation producing. A logic model for evaluation often is defined as the examination of the can help you do this (discussed with exam­ value, merit, or worth of a program. A ples on page 51). With a logic model, you public health program, such as Tobacco- can strengthen your program and increase Free Sports (TFS), may be broadly defined its effectiveness and impact over time. as any set of organized activities supported What you discover through evaluation by a set of resources to achieve a specific and can help you influence the people who allo­ intended result,11, 12 thus, almost any orga­ cate funds and set policies. These findings nized public health action toward tobacco also show elected officials, policy mak­ control can ers, and others who are interested in your be seen as able to benefit from program program’s success that you are accountable. evaluation. To help you plan your evaluation, review The evaluator may use both qualitative and use the six steps recommended in the information and quantitative measures to CDC’s Framework for Program Evaluation obtain findings for rational decisionmaking in Public Health.13 about program implementation and wheth­ The six steps to evaluation are: er program goals and objectives have been 1. Engage stakeholders—those involved, accomplished. The decisions can be used to those affected, and the primary intended help clarify program plans, to enhance com­ users. munication between partners and stake­ 2. Describe the program—the need, ex­ holders, and to provide feedback needed for pected effects, activities, resources, stage, program effectiveness. Program evaluation context, and logic model. is a systematic way to improve and account 3. Focus the evaluation design—the pur­ for program actions involving methods that pose, users, uses, questions, methods, are useful, feasible, ethical, and accurate. and agreements. In basic terms, does the program do what 4. Gather credible evidence—the outcome it was supposed to do? Evaluation helps to indicators, sources, quality, quantity, and answer that question. logistics. Keep in mind that program evaluation 5. Justify conclusions—the standards (util­ is influenced by eal-worldr constraints. ity, feasibility, propriety, and accuracy), Evaluation should be practical and feasible analysis and synthesis, interpretation, and must be conducted within the confines judgment, and recommendations. of resources and time, and contextual fac­ 6. Ensure that evaluation findings are used, tors (e.g., culture, politics, school programs) and share lessons learned—the design, should be considered. Evaluation should preparation, feedback, follow-up, and serve a purpose, be conducted in an ethical dissemination. manner, and produce accurate findings.  “Smoking and sports don’t mix. In addition, the CDC offers technical stance or position, a punter’s kick style, or a I want my players to run up and assistance to state health departments and batter’s swing, to determine if modifications down the field for 90 minutes provides a wealth of information to help you are needed. The coach may then discuss and they need to have healthy conduct evaluation. For more information, and demonstrate the change with the ath­ lungs. They need to make good go to www.cdc.gov/eval. lete. Formative evaluation is useful because choices about what they put into it allows the coach and player to identify their body, and inhaling ciga- When Should Evaluaton be and address problems and make revisions rette smoke is not a good choice. Conducted? before or during the game, and it increases Staying fit, healthy, and tobacco Evaluate before and during (formative eval­ the likelihood that the team will succeed. free allowed me to accomplish uation) the program and after the program Similarly, in public health programs, my goals on and off the field. Be (short-term, intermediate, and long-term formative evaluation allows for continuous sure you reach your dreams by outcome evaluation). Before a tobacco-free evaluation of the program, from conception making one important deci­ sports program is planned, you can conduct to planning to development to implementa­ sion—don’t’ smoke.” a needs assessment to determine the gaps tion. It helps stakeholders make rational in community services related to tobacco decisions for changes that will improve Amanda Cromwell control and youth, and these needs can be the program’s performance while it is still Head Coach, University of used to shape the program. The results of modifiable. Central Florida the needs assessment might determine that The formative evaluation of a TFS U.S. Women’s National Team a tobacco-free sports program might be an program may use process data collection Member effective tool to reduce tobacco use among techniques, such as the number of requests youth. for materials, the number of participants who attend or participate in oral screenings, How Is Evaluaton Done? the number of calls for TFS information In sports, coaches informally conduct during a month, the number of TFS-related formative evaluation on a regular basis, stories that appear in the local media, focus to monitor and judge the performance of group testing of messages directed to youth, the team and individual athletes while the expert feedback from external and internal performance is still modifiable. Informa­ reviewers on program materials, and the tion is collected, which can take the form of evaluation of the effectiveness of instructors’ quantitative (objective measurements) or presentations to youth. qualitative (subjective) data, to help a coach Formative evaluation can determine make rational decisions for determining whether proposed messages are likely needed changes. For example, during prac­ to reach, to be understood by, and to be tice or during a game, a coach may consider accepted by the people you are trying to a player’s batting average or pitching speed, a serve; show the strengths and weaknesses of sprinter’s run time and the distance, the ac­ written materials; determine how people in curacy of a golfer’s swing, or the game score. the target population receive information A coach also may use qualitative measures (e.g., which newspapers they read or radio to assess performance, including a gymnast’s stations they listen to, whom the target

0 population respects as a spokesperson); sum of the qualitative and quantitative data and provide details that program develop­ is analyzed and evaluated to determine ers may have overlooked about materials, whether the tobacco-free sports program strategies, or mechanisms for distributing has been effective in reaching its goals. In information. For example, sharing lessons sports, if the results are positive, the team learned from the evaluation of TFS pro­ owner, school, or university, may use the grams helps others to plan, develop, and results to justify continuing the program, revise their programs. Formative evalua­ renew the coach’s contract, or maintain the tion strengthens the potential for a positive same group of players. If the evaluation outcome. shows a program as ineffective, then further Outcome evaluation is used to assess program activity may not be necessary. If short-term, intermediate, and long-term a program coordinator can offer appropri­ effects of the program. Short-term out­ ate contextual reasons why the program was comes describe the immediate effects of ineffective and suggests ways to modify it to your program. They might include chil­ be more effective, the program may be con­ dren’s increased awareness of the dangers tinued and could receive further funding. of using tobacco or changes in their at­ Common data collection strategies titudes about tobacco use. Intermediate include questionnaires and surveys, self- outcomes describe changes that occur after report inventories; structured interviews, your program has had a chance to affect open-ended interviews, and role-play; behaviors, norms, or policies. They might scenarios; story telling; simulations; direct include changes in children’s behaviors, observation; and document review. Data social norms, or the surrounding environ­ collection strategies vary and depend on the ment. Long-term outcomes take years to logic model, evaluation plan, and evaluation achieve. They might include reductions in questions to be answered. tobacco-related illnesses and deaths. Out­ come evaluation provides documentation Why Use a Logc Model for Evaluaton? to determine what was right and wrong Simply stated, does the program do what with the program; the effectiveness of the it was supposed to do? The logic model communication messages, instructional helps answer this question. It describes program, materials, and instructors; and how a program works either for an exist­ which intervention activities are effective ing program or for a potential or proposed in producing changes (i.e., have the goals program. The logic model makes the and objectives of the program have been underlying assumptions explicit and reveals attained?). the inner workings of the program. There In sports, a coach, team owner, or school are several reasons why a logic model can reviews the team’s win-loss record at the help your evaluation: (1) It is an explicit end of the game, tournament, or season. blueprint for the evaluation. It improves Similarly, at the end of the fiscal year, the the evaluation by guiding the efforts to mea­

 sure and document progress at each step For some, these terms are synonymous in the model, to reach the final goal, and and interchangeable. Others make subtle to increase the potential for success; (2) It distinctions in the use of these terms. Often eliminates gaps or logical problems with the there is a time dimension between impacts program and clearly identifies the conse­ and outcomes, with outcomes usually refer­ quences or outcomes of the program; (3) It ring to more immediate consequences and helps build community support and allows impact to the longer-term consequences: the public to clearly know what is expected • Inputs—the resources invested in the of the program effort (when programs are program such as dollars or days. clear, the community knows what to expect, • Activities—actions and activities that and collaborating partners know how they create the outputs. can contribute to the effort); and (4) It • Outputs—results of an organization’s helps involved individuals be accountable activities, including programs, products, because it identifies clearly what is expected. curricula, etc. The logic model lets others know what the • Outcomes—changes that occur relatively program is supposed to accomplish and soon after a program starts, sometime gives indications of how you will measure after a program has started, or longer- that accomplishment. The vocabulary term changes that are a result of the of evaluation terms used with the logic program. model are alternate terms and definitions The sample logic model on page 53 evolve and are used. For example, the describes the inputs, activities, outputs, and terms “impact” and “outcome” refer to the outcomes for Tobacco-Free Sports Programs consequences or after-effects of programs. in states.

 What Decsons Can Be Made from Evaluaton? Three basic decisions can be made: (1) repli­ cate the program exactly as it was originally developed and implemented; (2) remedy the program based upon the evaluation (at this point the program may be adapted or modi­ fied while the program is still modifiable); or (3) eliminate the program (the program is not replicated as designed).

What makes program evaluation dif­ ferent from the sort of informal assessment that any smart and dedicated coach is doing all the time? Mainly, it is that evaluation is conducted according to a set of guidelines (protocols) that are systematic, consistent, and comprehensive to assure the accuracy of the results.

 Materals That Score

“Growing up, my grandfather You can use many free marketing and edu­ global team that is playing for very high was one of my biggest fans, cation materials in your tobacco-free sports stakes—the long-term health of our chil­ always on the sidelines cheering campaign. Check out the helpful resources dren. World No Tobacco Day highlights me on. Sadly, he lost the ability available from national health and sports the dangers of tobacco use and our right to to be my personal cheerleader organizations listed in the “Resources” a healthy life for us and future generations. when he was diagnosed with section of this book starting on page 58. Here in the United States, with the support emphysema, caused by many Included in this section are some materi­ of the CDC Office on Smoking and Health, years of smoking. Eventu­ als and templates to get you started. These we are targeting the tobacco-free message ally, emphysema took his life. materials, as well as the Tobacco-Free Sports at youth. All across the nation, concerned Smoking doesn’t just affect the logo, tobacco-free sports posters, and a fact coaches, parents, educators, and others who person who lights up, but entire sheet on smoking rates and effects are avail­ care about kids are encouraging our kids to families.” able on the Web site at www.cdc.gov/tobac­ choose sports over tobacco use. co/youth/index.htm. Yogi Berra, the famed baseball player, Leslie Osborne • Sample speech. put in his good word for youth sports. He U.S. Women’s National Team • Tobacco-free policy template. said, “I think Little League is wonderful. It • Certificate of appreciation template. keeps the kids out of the house.” [PAUSE • Certificate of participation template. for laughter.] Sports do so much for kids. Getting kids involved in sports boosts their Sample Speech self-esteem and encourages fair play and The following text is a generic example of self-discipline. Sports participation also in­ a short speech that you can use to kickoff creases their level of physical activity, which a local campaign in support of World No will help to prevent childhood obesity and Tobacco Day. To make it more relevant to its complications. your audience, try to insert local statistics Participating in sports is an excellent about kids’ sports (e.g., the number of alternative to tobacco use. Research con­ youth enrolled in community and school ducted by the CDC’s Office on Smoking programs). Quotes from local persons also and Health confirms this. High school kids would add interest to your speech. Ask local who participate in at least one sport are 40 athletes who have chosen not to smoke or percent less likely to be regular smokers. prominent public officials who support your They are 50 percent less likely to be heavy event for inspirational wording. The speech smokers. runs about 8 to 10 minutes in length with Why is this so? Because kids who play the addition of a few local notes. sports want to win…and because informed kids are more likely to make smart deci­ World No Tobacco Day Kick-Off Event sions. Each year, about 20 million Ameri­ Good (morning/afternoon/evening). can kids sign up for youth sports. [Insert Thank you for coming to the (commu­ available local statistics here.] Sports are nity, county, city, state) kickoff for World our golden opportunity to let kids know: No Tobacco Day. You now are part of a Smoking reduces athletic performance and

 endurance, decreases lung capacity, and health-related behaviors are established dur­ “As a goalkeeper, one of my elevates the heart rate. To be a strong, win­ ing childhood, so we need to help kids make responsibilities is to be the vocal ning performer in sports and in life, avoid positive choices before damaging behaviors leader organizing the defense tobacco. start or become a habit.”] and reading the field. My voice Here in our [community, city, county, Bring your kids to the events. Encour­ is as important as my ability to or state], [organization] has teamed up with age your [students/neighbors/coworkers] to save and block shots and clear [sport] to promote the message behind attend. Let’s get this community involved. the ball. Without a strong voice World No Tobacco Day. Our message is We want everyone who cares about kids to as the final line of defense, my that we can prevent our kids from getting cheer them on to a healthy, tobacco-free life. team could falter. If I smoked hooked on tobacco! This is what research Every day in the United States, more cigarettes or am even around conducted by the CDC’s Office of Smok­ than 1,500 young people become daily secondhand smoke, it effects my ing and Health suggests: If we can keep kids smokers. Most of them mistakenly believe ability to speak and yell at the tobacco-free until they graduate from high they could quit if they wanted to. In fact, loudest level possible to get my school, most will never start using tobacco. addiction can occur after smoking as few team in shape.” [Time period, e.g., today, during the as 100 cigarettes and it can take numerous next week, month], we will be holding [in­ tries to quit smoking successfully. Smoke­ Hope Solo sert your local activities/events] to encour­ less tobacco carries its own risks. Smokeless U.S. Women’s National age our kids to choose sports participation tobacco use by adolescents is associated with Soccer Team over smoking. [Describe how you will be health problems that vary from gum disease promoting the tobacco-free message, such to oral cancer. This is the hardest fact to ac­ as passing out free anti-smoking posters to cept: If the current trend of youth smoking all who attend or having a celebrity make continues, 6.4 million of our children even­ a guest appearance.] [If using a celebrity, tually will die of tobacco-related diseases. insert a quote from the person about why Preventing youth from smoking is our they are participating in the event. Hint: World Series, our World Cup, and our many celebrities appreciate having a quote Super Bowl. Here in [community, county, written for them to be used with their ap­ city, state], we are committed to promoting proval. Here’s an example: “Sports activi­ sports as an alternative to youth tobacco ties are a great way to educate youth about use. World No Tobacco Day is part of our the dangers of tobacco use, provide them [community, county, city, state’s] game plan. with the skills needed to refuse tobacco, and We all win when kids know the score about demonstrate the benefits of living tobacco smoking…and pick sports and healthy choices free,” said (name), of (organization). “Many as their winning team for life. Thank you.

 Tobacco-Free Polcy Template

[County government seal]

[County government contact information, including contact name and department]

[Date]

RECREATION AND PARKS POLICY STATEMENT # ______

TO: RECREATION AND PARKS STAFF

SUBJECT: USE OF TOBACCO PRODUCTS AT RECREATION COUNCIL ACTIVITIES

1. Purpose To establish guidelines with respect to the use of tobacco products during recreation council youth activities.

2. Background The recreation councils sponsor a wide variety of activities for the county’s youth and have direct access to these youth through many volunteers. Studies have shown that exposure to secondhand smoke can have an adverse effect on an individual’s health. Furthermore, there is concern that exposure to adults in positions of authority (such as coaches, program leaders, umpires, etc.) who use tobacco products sets a bad example for the county’s youth.

3. Action To uniformly address the issue of tobacco use at recreation council-sponsored youth activities, the following procedures are established:

a. The use of tobacco products immediately before, during, or immediately after recre­ ation council-sponsored youth activities is prohibited within 50 yards of the playing field or program site.

b. This policy will be in effect at all recreation council-sponsored youth programs re­ gardless of location and includes (but is not limited to) school, county park, munici­ pal park, and private locations.

c. It is not in any way the intention of [agency/department] to deter any potential volunteer from offering their services due to this policy. Further, we remain hopeful that all will cooperate and abide by this policy without confrontation with recreation council program leaders. Questions or concerns regarding this policy should be directed to the [agency/department] at [telephone number/e-mail address]

 4. Effective Date This policy statement is effective immediately and will remain in effect until canceled or superseded.

[Signature block of county official]

This tobacco-free policy template was derived from the January 24, 2001, Carroll County, Maryland Department of Enterprise & Recreation Services Recreation and Parks Policy Statement #01-1.

Certficate of Apprecaton Template

[Date]

[Name of organization] extends its sincere appreciation to [name of individual/organiza­ tion/municipality] for [its/his/her/their] efforts to protect the health of the public by [specific activity, such as adopting a tobacco-free policy for its youth recreational facilities]

[Signature of relevant official(s)]

Tobacco-Free Player’s Pledge Template

TOBACCO-FREE PLAYER’S PLEDGE

I, as a member of

[Team/league/activity]

Know that tobacco use harms my health, hinders my physical performance, and is danger­ ous to those around me. I pledge to be tobacco free because I care about my health and the health of those around me.

[Date]

[Player]

[Coach]

 Resources Campagn Plannng Polcy Development Making Health Communication Programs American Nonsmokers’ Rights Founda­ Work (The “Pink Book”): www.cancer. tion Tobacco Industry Tracking Database©: gov/pinkbook www.tidatabase.org/

Tools of Change: Proven Methods for Pro­ Americans for Nonsmokers’ Rights—Taking moting Health, Safety and Environmental Local Action for Smokefree Air: www.no­ Citizenship: www.toolsofchange.com/ smoke.org/document.php?id=273

Community Tool Box: http://ctb.ku.edu/ Campaign for Tobacco-free Kids: www. tools/en/chapter_1007.htm tobaccofreekids.org

Theory of a Glance: A Guide for Health Pro­ Community Tool Box—Advocacy for motion Practice: www.cancer.gov/theory.pdf Change: http://ctb.ku.edu/tools/tk/en/tools_ tk_10.jsp Campagn Evaluaton Community Tool Box—Influencing Policy Center for the Advancement of Commu­ Development: http://ctb.ku.edu/tools/tk/en/ nity Based Public Health. An Evaluation tools_tk_11.jsp Framework for Community Health Programs. Durham, NC: Center for the Advancement National Tobacco-Free Rodeo Project/Cali­ of Community Based Public Health, 2000. fornia Statewide Buck Tobacco Sponsorship www.cdc.gov/eval/evalcbph.pdf Project: http://www.bucktobacco.org/

Centers for Disease Control and Prevention. Now Hear This. The Nine Laws of Suc­ Framework for Program Evaluation in Pub­ cessful Advocacy Communications: www. lic Health. Morbidity and Mortality Weekly fenton.com/pages/5_resources/pdf/ Report 1999; 48(RR-11) Packard_Brochure.pdf

Patton MQ. Utilization-focused evaluation: Smoking Policy for Petco Park, home of the The new century text. 3rd ed. Thousand Major League Baseball San Diego Padres: Oaks, CA: Sage, 1997 http://sandiego.padres.mlb.com/NASApp/ lb/sd/ballpark/petcopark_a-z.jsp#S Scriven, M. Minimalist theory of evalua­ tion: The least theory that practice requires. Smoking Policy for Raley Field, home of the American Journal of Evaluation 1998; 19:57­ Minor League Baseball Sacramento River 70 Cats: http://rivercats.com/raley/atoz/#69

W.K. Kellogg Foundation. Evalua­ Technical Assistance Legal Center—Model tion Handbook. 1998. www.wkkf. Policy for Motor Sports: Prohibiting Tobac­ org/Programming/ResourceOverview. co Sponsorship: http://talc.phlaw.org/pdf_ aspx?CID=281&ID=770 files/0004.pdf

W.K. Kellogg Foundation. Logic Model Technical Assistance Legal Center—Model Development Guide. 2004. www.wkkf. Policy for Rodeos: Prohibiting Tobacco org/Programming/ResourceOverview. Sponsorship: http://talc.phlaw.org/pdf_ aspx?CID=281&ID=3669 files/0003.pdf  Technical Assistance Legal Center—Model Health Education Council: www. Policies for Motor Sports: Requiring Smoke- healthedcouncil.org Free/Tobacco Free Grounds or Areas: http:// Tobacco Intervention Network: www. talc.phlaw.org/pdf_files/0036.pdf quittobacco.com Technical Assistance Legal Center—Model Children Opposed to Smoking Tobacco: Policies for Rodeos: Requiring Smoke-Free/ www.costkids.org Tobacco-Free Grounds or Areas: http://talc. phlaw.org/pdf_files/0045.pdf Oral Health America: www.oralhealth -america.org

American Cancer Society: www.cancer.org Tobacco, Health, and Youth CDC Office on Smoking and Health: www. American Hospital Association: www.ameri­ cdc.gov/tobacco/ canheart.org

CDC Division of Adolescent and School American Lung Association: www.lungusa. Health: www.cdc.gov/nccdphp/dash org

CDC Division of Nutrition and Physical National SAFE KIDS Campaign: www. Activity: www.cdc.gov/nccdphp/dnpa Safekids.org

CDC Cancer Prevention and Control: www. United Nations International Children’s cdc.gov/node.do/id/0900f3ec80193c0d Fund: www.unicef.org

CDC Injury Prevention and Control: www. United Nations Educational, Scientific and cdc.gov/ncipc/ncipchm.htm Cultural Organization: www.unesco.org

National Cancer Institute: www.cancer.gov Physcal Actvty and Sports United States Department of Agriculture’s National Association for Health & Fitness, Team Nutrition Program: The Network of State Governor’s Councils: www.fns.usda.gov/tn www.physicalfitness.org National Clearinghouse for Alcohol and President’s Council on Physical Fitness and Drug Information: www.ncadi.samhsa.gov Sports and President’s Challenge: www. Office of National Drug Policy Control: presidentschallenge.org/ www.whitehousedrugpolicy.gov National Heart, Lung, and Blood Institute American Legacy Foundation: www. Hearts N’ Parks: www.nhlbi.nih.gov/health/ americanlegacy.org prof/heart/obesity/hrt_n_pk/index.htm

World Health Organization Tobacco-Free Tucker Center for Research on Girls and Initiative: www.who.int/tobacco Women in Sport: http://education.umn. edu/tuckercenter/ Spit Tobacco Prevention Network: www. nospit.com/nonhome.html

 Women’s Sports Foundation: www.wom- Federation Internationale de Football enssportsfoundation.org/cgi-bin/iowa/ (FIFA): www.fifa.com index.html Federation Internationale de l’Automobile (Formula One): www.fia.com Youth, Amateur, and Professonal General Association of International Sports Sports Federations: www.agfisonline.com US Youth Soccer Association: www. youthsoccer.org Publcatons and Meda Resources Young Men’s Christian Association (YMCA) The Sports Market Place Directory. This direc­ of the USA: www.ymca.net tory contains current information about Girl Scouts of USA: www.girlscouts.org pro sports teams and athletic organizations, calendars of events, and more. It has a CD­ Boy Scouts of America: www.scouting.org/ ROM companion and is updated each year. US Olympic Committee: www.olympic-usa. For more information or to order, contact org Grey House Publishing at (800) 562-2139 or visit www.greyhouse.com/sports.htm. International Olympic Committee: www. olympic.org Street & Smith’s Sports Business Journal. This USA Track & Field: www.usatf.org weekly magazine provides comprehensive and up-to-the-minute information on National Collegiate Athletic Association: sports details, politics, and marketing. For www.ncaa.org more information or to subscribe, contact Major League Baseball: www.mlb.com (800) 829-9839.

National Football League: www.nfl.com ESPN: www.espn.com National Hockey League: www.nhl.com CNN/Sports Illustrated: www.cnnsi.com National Basketball Association: www.nba. com/ Professonal Assocatons Women’s National Basketball Association American Alliance for Health, Physical (WNBA): www.wnba.com/ Education, Recreation and Dance: www. aahperd.org Major League Soccer: www.mlsnet.com National Association for Sport and Physical US Soccer Federation: www.us-soccer.com Education: www.aahperd.org/naspe/ Women’s United Soccer Association: www. National Athletic Trainers’ Association: wusa.com www.nata.org US Tennis Association: www.usta.com

0 Professional Basketball Athletic Trainers’ National Strength and Conditioning Asso­ Society: www.pbats.com ciation: www.nsca-lift.org/

American College of Sports Medicine: www. acsm.org

Endnotes

1. Centers for Disease Control and 5. Centers for Disease Control and Prevention. Youth and Tobacco Use: Prevention. Annual smoking-attributable Current Estimates: Fact Sheet. December mortality, years of potential life lost, 2006. www.cdc.gov/tobacco/data_ and productivity losses—United States, statistics/Factsheets/youth_tobacco.htm 1997–2001. Morbidity and Mortality Weekly Report 2005;54(25):625­ 2. Centers for Disease Control and 628. www.cdc.gov/mmwr/preview/ Prevention. Tobacco Use and the mmwrhtml/mm5425a1.htm Health of Young People. www.cdc.gov/ Healthyyouth/tobacco/facts.htm 6. Centers for Disease Control and Prevention. Health United States, 2006, 3. Centers for Disease Control and With Chartbook on Trends in the Health Prevention. Youth Risk Behavior of Americans. Hyattsville, MD: CDC, Surveillance—United States, 2005. National Center for Health Statistics; Morbidity and Mortality Weekly Report 2003. 2006: 55(SS-5), 12. www.cdc.gov/mmwr/ PDF/SS/SS5505.pdf 7. McGinnis J, Foege WH. Actual causes of death in the United States. Journal 4. U.S. Department of Health and Human of the American Medical Association Services. The Health Consequences of 1993;270:2207-2212. Smoking: A Report of the Surgeon General. U.S. Department of Health and Human 8. Centers for Disease Control and Services, Centers for Disease Control Prevention. Smokeless Tobacco: Fact Sheet, and Prevention, National Center for December 2007. www.cdc.gov/tobacco/ Chronic Disease Prevention and Health data_statistics/Factsheets/smokeless_ Promotion, Office on Smoking and tobacco.htm Health, 2004. www.cdc.gov/tobacco/ data_statistics/sgr/sgr_2004/chapters. htm

 9. U.S. Department of Health and Human 11. Scriven, M. Minimalist theory of Services. The Health Consequences of evaluation: The least theory that practice Involuntary Exposure to Tobacco Smoke: requires. American Journal of Evaluation A Report of the Surgeon General. Atlanta, 1991:19:57-70. Georgia: U.S. Department of Health and Human Services, Centers for Disease 12. Patton MQ. Utilization-focused Control and Prevention, Coordinating evaluation: The new century text. 3rd ed. Center for Health Promotion, Thousand Oaks, CA: Sage, 1997. National Center for Chronic Disease Prevention and Health Promotion, 13. Centers for Disease Control and Office on Smoking and Health, 2006. Prevention. Framework for program www.surgeongeneral.gov/library/ evaluation in public. Morbidity and secondhandsmoke/report/ Mortality Weekly Report 1999;48 (No. RR-11). www.cdc.gov/eval/framework. 10. California Environmental Protection htm Agency. Proposed Identification of Environmental Tobacco Smoke as a Toxic Air Contaminant. Part B: Health Effects. Sacramento (CA): California Environmental Protection Agency, Office of Environmental Health Hazard Assessment, 2005.