Preparing for community mobilization at the POS: Identifying effective messages and identifying potential barriers

Background: In 2010, the New York Tobacco Control Program (NYTCP) and its community contractors are focusing their efforts on local policy change to eliminate the display of tobacco products at the point of sale (POS) and to reduce the density of tobacco retailers. Past studies of local smoke-free policy efforts indicate that successful initiatives are characterized by a compelling message in support of policy change and have anticipated and quickly countered anti-policy arguments. Methods: We conducted on-line focus groups with 3 target audiences for POS messages: local elected officials, convenience store owners/managers, and NY residents. Key persuasive messages in support of regulating the density of tobacco retailers and the display of tobacco products at the POS were tested. Attitudes toward regulating retailer density and product display were also explored, along with perceptions of potential resistance and barriers to the proposed policy changes. Results: Results of the focus groups will be available in early March 2010 and provided at the April 11 program meeting. Conclusions: Results from the focus group discussions and message testing survey will be used to develop training materials for the NY TCP's community contractors.