Collaboration of tobacco-use prevention advocates and a local university: A new partnership for local policy change

Introduction: Public opinion surveys are regularly used to gauge a community's attitude about smoking and their opinions of a no-smoking ordinance during “clean air” campaigns. In Wichita, Kansas a tobacco-use prevention advocacy group partnered with a local university to conduct a social behavior survey. Methods: The Tobacco-Free Wichita Coalition (TFW) presented survey objectives to marketing research students and faculty of the Department of Marketing and Entrepreneurship at Wichita State University. Empowered by the coalition, survey questions were drafted by the students. The coalition purchased a mailing list of registered voters; surveys were then sent to more than five-thousand homes. With faculty guidance, students reviewed the raw data; created reports and presented their findings to coalition members and university faculty. TFW conveyed results to policy-makers, local media and the community during the Clean Air Wichita Campaign. Results: TFW acquired high quality survey data on a small budget while forging a new local partnership. With the University name attached to the survey, it was perceived as credible and of high-quality by the public. Students were encouraged to take ownership of the survey and took a strong interest in the subject matter. The University was able to raise its visibility in the community by partnering with the coalition for this popular issue, while giving students a unique educational experience. Conclusions: TFW, the University and participating students each benefited from the collaboration. Other coalitions should seek out similar partnerships during “clean air” campaigns to utilize local researchers and build social capital.