330084
Free The Night: Consumer-Driven, Voluntary Smokefree Policy Adoption in Bars and Clubs
In Oklahoma, smoking in bars is the norm and legislative policy change has proven difficult. Despite this, a small number of bars and clubs are choosing to go smoke-free inside their establishments voluntarily. This presents an opportunity to create consumer-driven change where legislative change is unlikely. However, a mobilized pro-tobacco effort could undo this progress. A strategic effort to nurture and expand this voluntary change was implemented.
Description:
The Free The Night campaign recognizes bars and clubs who already have or adopt smokefree policies via print and web advertising to turn their decision into a positive publicity opportunity and creates incentive for others to follow suit. Regular promotion of smokefree bars and clubs also helps normalize smokefree indoor policies.
In addition, to build evidence against pro-tobacco efforts, the Free The Night campaign has collected 1,937 local surveys to gauge support of smokefree bars and clubs, with the majority of respondents (78.5%) preferring smokefree bars and clubs. Survey results, support cards, and photo pledges provide evidence of public demand and are used in combination with personal testimonies, grassroots events, online advocacy, coalition building, advertising, and outreach to demonstrate demand to bar and club owners.
Lessons Learned:
By developing an integrated campaign with clear objectives and standardized measures of progress, we can create a consumer-driven movement in support of and providing impetus for further voluntary smokefree policies statewide.
Recommendations:
When legislative change is unrealistic, consumer-led advocacy can lead to voluntarily policy change, as Free The Night has demonstrated in Oklahoma.
Learning Areas:
Advocacy for health and health educationCommunication and informatics
Public health or related public policy
Learning Objectives:
Identify the role voluntary policy change can play in geographic areas where legislative policy change has proven historically slow.
Provide examples of effectively engaging key stakeholders, such as bar/club patrons and local performers, to demonstrate consumer and public demand to bar and club owners/managers.
Discuss the importance of establishing clear campaign objectives and standardizing opportunities for partner and community engagement.
Describe the appropriate blend of demonstrating consumer demand and providing venue support and recognition for creating voluntary policy change.
Keyword(s): Advocacy, Policy/Policy Development
Qualified on the content I am responsible for because: I develop and manage implementation of public health advocacy campaigns in Oklahoma, Vermont, Virginia, New Mexico, Colorado, Nevada and Alberta, Canada. I have been the campaign group manager of the Free The Night campaign since its launch. Prior to joining Rescue Social Change Group, I worked at M+R Strategic Services where I worked with organizations like the American Lung Association, USAgainstAlzheimer's, and the American Heart Association to develop and implement cutting-edge campaigns.
Any relevant financial relationships? Yes
| Name of Organization | Clinical/Research Area | Type of relationship |
|---|---|---|
| Rescue Social Change Group | N/A - Policy Consultant | Employment (includes retainer) |
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.