Marketing Clean Indoor Air Regulation for a healthy community

Background West Virginia has one of the highest rates of smoking in nation. In the absence of statewide law, only 18 of its 55 counties currently have comprehensive clean indoor air regulations (CIAR). We describe the role of social marketing campaign in assisting enforcement of CIAR in West Virginia's largest county. Methods Effective October 01, 2008, the Kanawha-Charleston board of health adopted revised comprehensive CIAR prohibiting smoking in all restaurants, bars and work sites. Along with local community coalition, comprehensive social marketing and counter-advertising campaign was developed to include website updates, fact sheet distribution, billboards, newspaper advertisements, window decals and radio public service announcements including testimonials. We conducted a retrospective study from October 1, 2008 to December 31, 2010, comparing the number of inspections per quarter to violations. Results Between October 1, 2008 and December 31, 2010, sanitarians conducted 9,515 CIAR inspections. During this period, violations declined from 7.2% per quarter ending December 31, 2008 to 0.7% per quarter ending December 31, 2010. Comprehensive social marketing and counter-advertising campaign assisted in developing public awareness of negative health effects of secondhand smoke and encouraging public's patronage and support of smoke free establishments leading to successful implementation of county-wide CIAR. Majority (nonsmokers) activism led to highlight the desire of citizens to have smoke free environment and assisted in enforcement activities. Conclusions Enforcement of local CIAR is strengthened as a result of public awareness. Our comprehensive social marketing and counter-advertising campaign was associated with more public acceptance and fewer violations as time progressed.