Public Awareness Campaign to Support Tobacco Strategy

HEALTH PROMOTION--Public Awareness Campaign to Support Tobacco Strategy

New television ads and a Web site are part of the province's ongoing efforts to help smokers kick the habit.

Minister of Health Promotion Rodney MacDonald launched a new public awareness campaign today, Jan. 22 -- Weedless Wednesday -- to raise Nova Scotians' awareness of the dangers of smoking and second-hand smoke.

The campaign, part of the provincial tobacco strategy, includes two locally produced television ads, which begin airing today, and a new interactive Web site.

Data from the Canadian Tobacco Use Monitoring Survey released this morning by Health Canada, shows the province's smoking rate is declining. Twenty-two per cent of Nova Scotians smoke, down from 25 per cent in June 2002, and from 30 per cent in 2001.

"We're pleased to see the downward trend continue. It shows our efforts are working and we intend to keep the pressure on," said Mr. MacDonald. "Smoking is the No. 1 cause of preventable illness and death. We're committed to our ongoing strategy to help Nova Scotians live healthier, smoke-free lives."

Research from places that have reduced their smoking rates, such as California and British Columbia, shows that public awareness campaigns are most effective when they are part of a long-term, multi-approach strategy.

Nova Scotia's tobacco strategy, introduced in October 2001, includes legislation, tobacco tax increases, public awareness, community and school-based programs and help to quit smoking.

"There is no single solution. It's all the elements working together that will decrease smoking over time," said Nancy Hoddinott, co-ordinator of the provincial tobacco strategy. "We're not just raising awareness of smoking and second-hand smoke, we're also creating environments that will help people to quit or not start at all."

Ms. Hoddinott said the latest tobacco tax increase and the Smoke- Free Places Act, which limits where people can smoke in public, can help people quit.

The new television ads will also promote the toll-free Smoker's Helpline -- 1-877-513-5333 -- and direct people to a new Web site at www.sickofsmoke.com, where they can find more help.

The Canadian Cancer Society launched the Smokers' Helpline in December as part of the provincial tobacco strategy. The helpline offers live counselling and will refer smokers to resources in their community.

District health authorities, with funding from the strategy, are hiring tobacco control co-ordinators and nicotine addiction treatment specialists to deliver community-based prevention and treatment programs.

In addition to television ads and a Web site, the public awareness campaign will include print and indoor advertising, and programs for schools and workplaces. The total cost for the campaign, which is funded by the province and Health Canada, is $1.9 million over three years.