Table of Contents

Introduction: Overview of Client .................................................................................................................3 Mission ............................................................................................................................................................3 History ............................................................................................................................................................3 Culture of Organization .............................................................................................................................3 Finances ..........................................................................................................................................................3 Economic and Political Influences .............................................................................................................3 Public Opinion...............................................................................................................................................4 Research Report ...............................................................................................................................................5 I. Secondary Research .................................................................................................................................5 A. Overview ..............................................................................................................................................5 B. Effects of Secondhand Smoke on Health .......................................................................................5 C. Smokers vs. Nonsmokers ................................................................................................................6 D. Smoke-free vs. Tobacco-free Campuses ......................................................................................6 E. U.S. Tobacco-free Campuses vs. Louisiana Tobacco-Free Campuses ....................................7 II. Overview of Media Coverage ...............................................................................................................7 III. Media Contacts and Local Publications .............................................................................................8 SWOT .................................................................................................................................................................9 I. SWOT Analysis ........................................................................................................................................9 II. Summary of Challenges ....................................................................................................................... 10 III. Problem Statement.............................................................................................................................. 10 Target Audience ............................................................................................................................................. 11 I. Rich Description of the Audience ...................................................................................................... 11 A. The Student ...................................................................................................................................... 11 B. Student Attitudes Breakdown....................................................................................................... 11 II. Primary and Secondary Audience ..................................................................................................... 12 A. Primary............................................................................................................................................... 12 B. Secondary .......................................................................................................................................... 12 III. Secondary Research on the Audience ............................................................................................ 12 A. Demographic of College Smokers............................................................................................... 12 B. Smokers vs. Nonsmokers .............................................................................................................. 12 C. Effects of Secondhand Smoke ....................................................................................................... 13 D. Reasons College Students Smoke ............................................................................................... 13 E. Media Habits ...................................................................................................................................... 14

General Plan .................................................................................................................................................... 15 I. Goals ......................................................................................................................................................... 15 II. Objectives............................................................................................................................................... 15 III. Strategy .................................................................................................................................................. 15 A. Communication Plan....................................................................................................................... 15 B. Messages ............................................................................................................................................ 17 C. Themes .............................................................................................................................................. 18 D. Channels............................................................................................................................................ 18 IV. Deliverables & Tactics........................................................................................................................ 19 A. SCVNGR Deliverables & Tactics ................................................................................................. 19 B. SmokingWords Deliverables & Tactics....................................................................................... 21 Conclusion ...................................................................................................................................................... 23 Appendix A: References ............................................................................................................................... 25 Appendix B: Past Media Coverage ............................................................................................................. 27 Appendix C: SCVNGR Trek ....................................................................................................................... 28 Appendix D: Deliverables ............................................................................................................................ 30 I. SCVNGR Deliverables.......................................................................................................................... 30 II. SmokingWords Deliverables .............................................................................................................. 35

Introduction: Overview of Client

Mission
SmokingWords is an educational program at Louisiana State University that promotes tobacco-free lifestyles among college students. The program advocates making LSU a tobacco-free campus.

History
SmokingWords was founded in 2000 by Dr. Judith Sylvester, an associate professor at the LSU Manship School of Mass Communication, as an initiative to change the culture of smoking at LSU. The program was created through a Health Excellence grant from the Board of Regents. Since then, SmokingWords has partnered with the Louisiana Campaign for Tobacco-Free Living, a statewide tobacco-control program funded by a state excise tax on tobacco passed in 2002. SmokingWords newest partner is Fresh Campus, a student-run campaign aimed at encouraging college students to produce social change on campuses by focusing efforts on tobacco-free campus policies.

Culture of Organization
Dr. Sylvester serves as head of the organization and academic adviser. SmokingWords has a board of students who work to get the organizations missions accomplished through social media and student interaction. SmokingWords has participated in national anti-smoking events on the LSU campus such as The Great American Smokeout and National Kick Butts Day. In addition to educating LSU students about the benefits of a tobacco-free campus, SmokingWords has held campus beautification projects where students picked up discarded cigarette butts.

Finances
SmokingWords is financed through various grants that are connected to three tobacco-free initiatives: Board of Regents, Louisiana Campaign for Tobacco-Free Living and Fresh Campus. Its budget is limited. The organization has been unable to fund extensive programs at LSU that would raise awareness of its mission and the importance of a tobacco-free LSU.

Economic and Political Influences

Economically, some insurance agencies have helped cover the costs of cessation aids such as nicotine patches or gum. This could potentially influence people to be motivated to quit smoking.

Political influences on SmokingWords have included lack of tobacco-free campus legislation, lack of an employee cessation program at LSU and lack of interest in the issue with Student Government and the Faculty Senate.

Public Opinion
SmokingWords is not very well known on the LSU campus or in the Baton Rouge area. Students who are aware of the organizations purpose choose to remain indifferent. Because a tobacco-free campus is a controversial issue many people have been reluctant to get involved. Students at LSU are not aware of the benefits of a tobacco-free campus and the health hazards they face daily from breathing Dr. Judith Sylvester, founder of SmokingWords. Source: SmokingWords secondhand smoke.

Research Report
I. Secondary Research
A. Overview
SmokingWords is an educational program at Louisiana State University whose goal is to promote a tobacco-free campus and lifestyle among college students. Its goal is to bring students together in order to change the attitude of the student body toward smoking. If LSU were to become a tobacco-free campus it would improve the health of students, faculty members and visitors to campus. According to Dr. Sylvester: Approximately one-fourth of LSU students are smokers. Approximately one-fourth of LSU students report that they are negatively affected by secondhand smoke. Approximately half of LSU students are indifferent and dont care if LSU is a tobacco-free campus or not.

B. Effects of Secondhand Smoke on Health

Secondhand smoke is a combination of sidestream and mainstream smokethe smoke emitted by a burning tobacco product and the smoke exhaled by a smoker (National Cancer Institute, 2011). Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to belief, there is no risk-free level of exposure to secondhand smoke (American Lung Association, 2012). There are more than 7,000 chemicals found in secondhand smoke; of these chemicals, 69 are known to cause lung cancer. Aside from lung cancer, exposure to secondhand smoke has been linked to heart disease in adults. Around 46,000 nonsmokers die from heart disease per year as a result of exposure to secondhand smoke (National Cancer Institute, 2011). Secondhand smoke causes increased rates of ear infections, Students affecting others with secondhand smoke. Source: http://www.medclient.com/2011/08/31/moreasthma attacks, breathing problems, colleges-to-ban-smoking-on-campus/ respiratory infections and a greater risk for sudden infant death syndrome (SIDS) in young children (Centers for Disease Control and Prevention, 2012). There are 21 million children living in homes where residents or visitors smoke on a regular basis (American Lung Association, 2012).

C. Smokers vs. Nonsmokers

One in five Americans is a smoker (Centers for Disease Control and Prevention, 2012). Smokers die significantly earlier than nonsmokers; 13.2 years earlier for men and 14.5 years earlier for women (American Lung Association, 2012). In 2005 American smokers spent more than $80 billion on cigarettes (Centers for Disease Control and Prevention, 2012). A study done at the University of Pittsburg determined that health and life insurance cost 25-35 percent more for smokers. According to Paul Shiffman, director of the University of Pittsburghs smoking research group, a person who smokes a pack of cigarettes a day will spend more than $1,800 on cigarettes per year, which is more than what the average American spends on clothes per year (Orlando Sentinel, 2007). Smokers are 50 percent more likely to be hospitalized for health issues, and the risk Left: Nonsmokers lungs. Right: Smokers lungs. of sudden cardiac death is 2-4 times Source: http://www.westernreservehospital.org/LungHealth /your-lungs.php greater for smokers than nonsmokers (HealthGuidance, 2012). Smokers also have a greater risk of developing respiratory illnesses and are more likely to take longer to recover from any illness (PDRhealth, 2011). When smokers quit their work productivity increases and their absenteeism decreases (American Lung Association, 2012).

D. Smoke-free vs. Tobacco-free Campuses

There are more than 770 smoke-free campuses in the United States (Christian Science Monitor, 2012). A smoke-free policy is primarily concerned with the effects of secondhand smoke, limiting or banning smoke-producing tobacco. A tobacco-free policy is primarily concerned with overall health and an institutions ethics, limiting or eliminating all tobacco products. Tobacco-free policies are put into place to protect the health of all students and faculty. They also help to change the societal social norms about the acceptability of tobacco usage. Removing all tobacco products reduces litter and waste on campuses while preventing students from being exposed to the harms of secondhand smoke. Tobacco-free policies let students, faculty and guests understand what behaviors are allowed or not allowed on campus (Bacchus Network, 2008).

E. U.S. Tobacco-free Campuses vs. Louisiana Tobacco-Free Campuses

U.S. Tobacco-Free Campuses
Currently there are around 774 campuses in the U.S. that are 100 percent smoke-free. Of these, 562 are 100 percent tobacco-free. Out of the 14 Southeastern Conference universities, only five are smoke-free (American Nonsmokers Rights Foundation, 2012): Auburn University University of Arkansas University of Florida University of Kentucky University of Missouri

Louisiana Tobacco-Free Campuses

There are six universities in Louisiana that are smoke-free (American Nonsmokers Rights Foundation, 2012): Louisiana Delta Community College LSUHSC Shreveport LSUHSC New Orleans Nicholls State University Our Lady of the Lake College Southern University (5 campuses) Fresh Campus, a college advocacy organization sponsored by the Louisiana Tobacco-Free college initiative, is one of the supporters of SmokingWords. Fresh Campus is a student-led campaign whose goal is to empower college students to create change on their campuses by focusing on tobacco-free policies. There are 10 colleges and universities in Louisiana that are part of the Fresh Campus campaign. LSU is located in region two. It is the only university in its region with the Fresh Campus grant.

Fresh Campus Regional Map. Source: Fresh Campus, 2012

II. Overview of Media Coverage

Smoking Words has been covered in multiple local and national media outlets including WAFB 9 (Terrel), Telegram.com (Smoke-free Campus Goal at LSU) and The Southern Digest (Butler). Coverage has centered on the struggle of the organization to fight university politics to achieve its goals.

III. Media Contacts and Local Publications

The following publications are local media outlets that will allow us to gain more coverage for SmokingWords geared toward students on the LSU campus:

225 Magazine Contact: Jeff Roedel, Editor Email: Jeff@225BatonRouge.com Phone: 225-214-5225 Notes: Features stories regarding LSU news; a free, monthly publication; people more likely to pick up

The Advocate Contact: Charles Lussier, News & Education Writer Email: CLussier@TheAdvocate.com Phone: 225-388-0331 Notes: Seeks education interest prices; circulation approximately 126,000

Dig Magazine Contact: Keely Kristin, Editor Email: Editor@DigBatonRouge.com Phone: N/A Notes: Features stories regarding LSU news; a free, weekly publication; people more likely to pick up

WAFB Contact: Tyana Williams, Anchor 9 News Reporter Email: TyanaWiliams@WAFB.com Phone: 225-383-999 Notes: Has covered SmokingWords in the past

The Daily Reveille Contact: Andrea Gallo, Editor Email: Editor@LSUReveille.com Phone: 225-578-4811 Notes: Relevant b/c LSU publication; directly targets students

Tiger TV Contact: Ryan Brumley, Station Manger Email: RyanBrum6@yahoo.com Phone: 225-578-6103 Notes: Relevant b/c LSU publication; directly targets students

KLSU Contact: Zachary Diaz, Station Manager Email: StationManager@LKLSURadio.fm Phone: 225-578-8688 Notes: Relevant b/c LSU publication; directly targets students

SWOT
I. SWOT Analysis
Strengths
1. SmokingWords is located at the only college in region two of Louisiana with this grant (My Fresh Campus, 2012). 2. SmokingWords has had several LSU students report that secondhand smoke affects them when walking to class (Client Interview, 2012). 3. SmokingWords has had an existing social media following (Facebook, 2012). 4. SmokingWords is a part of a statewide movement to ban tobacco (My Fresh Campus, 2012).

Weaknesses
1. SmokingWords previous website is out of date with broken links (Fresh Campus/ SmokingWords, 2012). 2. SmokingWords social media profiles have been dormant for months (Client Interview, 2012). 3. SmokingWords does not have many team members in its group (Client Interview, 2012). 4. SmokingWords is a relatively unknown group (Client Interview, 2012).

Opportunities

Threats

1. SmokingWords has students on the LSU campus support the movement (SmokingWords, 2012). 2. SmokingWords can partner with the Student Health Center if it is willing to help with the campaign (Student Health Center, 2012). 3. SmokingWords has found several nonsmoking establishments in Baton Rouge to work with (Tobacco Free Living, 2012). 4. SmokingWords is one of many campuses moving toward being tobacco-free (My Fresh Campus, 2012).

1. SmokingWords has potential resistance from smokers not wanting to quit. One in five people are smokers (Center for Disease Control, 2012). 2. SmokingWords faces indifference from students toward the cause (Branch, 2011). 3. SmokingWords knows most students are unaware that there is no risk-free exposure to secondhand smoke (National Cancer Institute, 2011). 4. SmokingWords faces resistance from the Faculty Senate (Branch, 2011).

II. Summary of Challenges

SmokingWords faces a great deal of resistance, particularly from smokers on campus as well as Faculty Senate members who do not support the mission (Branch, 2011). As one in five Americans are nonsmokers (Secondhand Smoke, 2012), there is potentially a large group of people who might object to the ban of tobacco. The SmokingWords team is not very large, and members have not come together to structure an overall plan for the semester. Most students do not realize the dangers of secondhand smoke, which can include a greater risk of heart disease (Secondhand Smoke and Cancer, 2011). Students are also unaware of the financial costs of smoking, as smokers spend more than $1,800 on cigarettes per year (Karp, 2007). Finally, students are not fully aware of the dangers of secondhand smoke because there is no risk-free exposure (Karp, 2007). The organization has a social media presence that has been somewhat neglected for months. Its website is outdated and contains broken links (Fresh Campus/SmokingWords, 2012). These findings helped to develop a campaign for SmokingWords. The large amount of potential resistance has helped narrow down a target audience for the organization during this campaign. The fact that most students were unaware of so many key factors in secondhand tobacco use opened the door for discussion and more engagement among nonsmokers who may be indifferent. Finally, the dormant state of the organizations social media sites left room for future improvement. The sites, which were created and updated by previous agencies, were given to SmokingWords members in an attempt to give them a continuous source of engagement with the community. The sites were not well maintained.

III. Problem Statement

The research has led us to believe that SmokingWords needs a stronger presence on LSUs campus in order to lower the level of student indifference toward the dangers of tobacco use on and off campus.

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Target Audience
I. Rich Description of the Audience
A. The Student
According to Dr. Sylvester, 70 percent of LSU students are nonsmokers. The typical SmokingWords target student is an 18 to-24-year-old nonsmoker who attends LSU. Regardless of gender, race or background, the SmokingWords typical target student views smoking or tobacco use as a daily annoyance but chooses not to take action in support of banning tobacco use on LSUs campus. He or she does not let smoking prevent him or her from participating in a college lifestyle, for example, going to a bar that allows patrons to smoke inside the establishment.

B. Student Attitudes Breakdown

Many variables can affect students opinions and perspectives of tobacco use on LSUs campus or tobacco use in general. These variables may include health issues, personal experience, family influence or societal pressures.

Directly Affected

This group has heard of SmokingWords and has shown support for a tobacco-free LSU because enacted policies will benefit them. These students may have health issues, such as asthma. They may also have lost family members or close friends from tobacco-related deaths. Environmentalists may be a part of this group, understanding that smoking negatively affects the environment.

Apathetic Advocates

This group has heard of SmokingWords and dislikes smoking and tobacco use. However, they passively participate in advocating for a tobacco-free campus. For example, they will just sign a petition to get a free T-shirt; they may not necessarily help out the organization in direct ways.

Smokers/Opponents/Uninformed

According to Dr. Sylvester, 30 percent of the LSU student population smokes or uses tobacco. This group consists of smokers or friends of smokers who believe smoking and tobacco use are not detrimental to their health or the environment. This group also consists of students who do not know what SmokingWords is or do not fully understand Apathetic Advocate holds SmokingWords T-shirt. the organizations mission. Source: Remy D. Plas

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II. Primary and Secondary Audience

A. Primary
LSU students, age 18-24, are the primary target audience. LSUs overall enrollment is 29,549 students for the Fall 2012 semester. Fifty-two percent of students are female, and 48 percent of students are male. The university has brought in its largest freshman class since admission standards were implemented in 1988. The minority population at LSU has also increased; the African American and Hispanic student enrollment numbers have reached their highest points (LSU, 2012).

B. Secondary
The two main groups that make up the SmokingWords secondary audience are faculty and staff and visitors to LSUs campus. In Fall 2011 there were 1,106 part-time and full-time faculty members, and 3,603 part-time and full-time staff members. LSU staff members are administrative, professional, classified and other academic staff. These numbers do not include gratis, transients, graduate assistants, fellows and student employees (LSU, 2012). LSU also hosts several cultural, sporting and entertainment events throughout the year. These events bring both smokers and Events increase the number of smokers on campus. Source: Remy D. Plas nonsmokers to campus.

III. Secondary Research on the Audience

A. Demographic of College Smokers
Everyday more than 6,000 adolescents smoke for the first time, and half of them will become regular smokers. More than 22 million women in the United States smoke cigarettes daily, and tobacco kills more than 500,000 women worldwide per year. The more formal education a woman receives, the less likely she is to become a smoker. Adults with 16 or more years of education have the lowest smoking prevalence (Oral Cancer Foundation, 2010).

B. Smokers vs. Nonsmokers

Smokers are unable to compete well with nonsmokers in athletic events. Exercising can also be problematic for smokers because the adverse effects of smoking makes their hearts beat faster, which can lead to a decrease in circulation and shortness of breath. Smokers have a higher risk for developing lung, bladder, stomach and throat cancers. They are also more prone to emphysema, heart disease, stroke, bronchitis, pneumonia, colds and the flu. Thus, smokers take longer to recover from illness or infections than nonsmokers (Livestrong, 2012).

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C. Effects of Secondhand Smoke

Adults and children can inhale secondhand smoke and are exposed to the negative effects it can have on their health, including throat and bronchial irritation. Respiratory decline can occur due to bronchitis and pneumonia. Side effects can include wheezing, coughing, phlegm and shortness of breath (Livestrong, 2012). Between 400,000 and 1,000,000 asthmatic children have their condition worsened by exposure to secondhand smoke (Oral Cancer Foundation, 2012). Pregnant women can also transfer secondhand smoke to their developing babies.

D. Reasons College Students Smoke

Many college students smoke as a way to relieve anxiety and stress, and smoking typically takes place before, after or during stressful events or situations (Hames, 2008). Studies show that students who suffer from depression are more likely to become smokers and are more likely to have a difficult time quitting than nonsmokers (NIHM, 2012). In a recent survey, 31.9 percent of college smokers said they smoke to help with their depression symptoms (Texas Tech, 2012). Nicotine can temporarily calm students, but smoking can lead to more stress when students try to quit or when cigarettes are unavailable (Livestrong, 2012). College students, predominantly women, smoke as a way to control their weight. College freshman have to adjust to eating in cafeterias that dont limit their food intake. Time and budget constraints cause students to eat more junk food, which often has higher calorie content. Because nicotine is an appetite suppressant, students use cigarettes as dieting tools. When people quit smoking they tend to gain weight; this makes women less likely to stop smoking because it will impact their physical appearance (Livestrong, 2012). College students are also impacted by their peer groups and social pressures. Some college students try to reinvent themselves after high Social Smoking is prevalent among college women. school graduation. This may involve them Source: http://www.msnbc.msn.com/id/31332905 finding a new peer group or surrounding /ns/health-addictions/t/memo-infrequent-puffers-itsstill-smoking/#.UL1iDKVJAyE themselves with different influences. Students who party typically tend to become smokers, especially when drinking is involved (Livestrong, 2012). Many college students consider themselves to be social smokers. Social smokers do not consider themselves to be regular smokers and consider their smoking to be harmless; they smoke when theyre with groups of people, at parties or while drinking. Social smokers dont believe they have a nicotine dependency or that their health is compromised; they often believe they will quit smoking once they graduate from college, but thats typically not the case. Social smoking results in three different options: quitting, becoming regular smokers or becoming heavy smokers (Indiana State, 2007).

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E. Media Habits
The tobacco industry targets young audiencesmany smokers begin in their teensbecause they are the future generation of smokers and tobacco profits. Tobacco companies advertise smoking cigarettes as a way to deal with changing environments, something college students deal with on a daily basis. College students are considered replacement smokers because they replace the older generation of smokers who have quit or passed away. Tobacco companies have created specific marketing campaigns to target the replacement smokers (Media Awareness Network, 2002). Tobacco companies also use brand recognition to get their products noticed. Companies put their logos on different promotional items and give them to college students for free. Many tobacco companies even sponsor events at bars or in spring break towns, which leads to an increased number of smokers in the 18-24 category (Media Awareness Network, 2002).

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General Plan
I. Goals
Goal 1: Increase awareness of the harmful effects of smoking and tobacco use. Goal 2: Increase awareness of litter problems on LSUs campus relating to tobacco use. Goal 3: Assist SmokingWords founder, Dr. Judith Sylvester, with planning and execution of The Great American Smokeout event.

II. Objectives
Objective1: Create a promotional campaign for SmokingWords Great American Smokeout and have all promotional materials published by the week of Nov. 13, 2012. Objective 2: Have at least 100 Great American Smokeout attendees sign a petition supporting the ban of tobacco use on LSUs campus. Objective 3: Have at least 15 Great American Smokeout attendees participate in a SCVNGR trek by the end of the event.

III. Strategy
A. Communication Plan
Audience
We planned to raise awareness of the harmful effects of smoking and tobacco use and littering relating to tobacco use among our primary and secondary audiences. Our primary audience consists of non-smoking LSU students age 18-24, who view smoking or tobacco use as a daily annoyance. However, they choose not to take action in support of banning tobacco use on LSUs campus. We broke LSU students up into three categories, but the two categories we wish to target most in our communication plan are the apathetic advocates and the smokers/opponents/uninformed. Our primary audience is frequent users of social media, so most of our messages will be spread through this channel.

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Media

We wrote a media advisory, a letter to the editor and an op-ed to try and get coverage of SmokingWords participation in The Great American Smokeout. The deadline for all written pieces was Nov. 1, 2012, so we would have two weeks to spread the word about the event. We sent the media advisory to The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine, WAFB, TigerTV and KLSU on Nov. 12, 2012. We sent the letter to the editor to written publications including The Daily Reveille, The Advocate, Dig Magazine and 225 Magazine. We only sent the op-ed to The Daily Reveille because it often includes student or professor written opinion columns.

Events

Great American Smokeout ad. Source: www.cancer.org/Smokeout

The Great American Smokeout, sponsored by the American Cancer Society, is an annual, nationwide event occurring on Thursday, Nov. 15, 2012. The event challenges and encourages people to stop using tobacco; it also educates people about the many tools they can use to quit. On Thursday, Nov. 15, 2012, from 10 a.m. to 2 p.m., SmokingWords participated in the American Cancer Societys Great American Smokeout in Free Speech Alley in front of the LSU Student Union. At the event we handed out educational information on the dangers of tobacco use, including pamphlets and brochures. We also gave out promotional items, such as portable ashtrays, T-shirts and stickers. We encouraged attendees to sign a petition supporting the ban of tobacco on LSUs campus. SmokingWords utilized a geo-location based mobile application called SCVNGR in conjunction with The Great American Smokeout. The app lets users create treks where friends can discover new places by completing challenges, earning points and unlocking rewards. SCVNGR is also integrated and linkable to other social media sites, including Facebook and Twitter. SmokingWords trek took place Wednesday, Nov. 14, 2012, from 10 a.m. to 2 p.m. in order to publicize The Great American Smokeout held the following day.

Student member of SmokingWords at The Great American Smokeout on Nov. 15. Source: SmokingWords

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B. Messages
We will focus our campaign around the following messages: Message 1: Though students have the right to smoke, it can often infringe upon the rights of nonsmokers. Secondhand smoking on campus is detrimental to nonsmokers. Secondhand smoke is responsible for almost 50,000 deaths per year and contrary to belief, there is no risk-free level of exposure to secondhand smoke (American Lung Association, 2012). There are more than 7,000 chemicals found in secondhand smoke; of these chemicals, 69 are known to cause lung cancer (American Lung Association, 2012).

Message 2: Litter from cigarettes ruins the image of college campuses. LSU has a beautiful campus, but some of that beauty is lost due to the abundance of cigarette butts that can be found on sidewalks, in mulch or in parking lots. They are rarely found in ash trays or garbage cans where they belong.

Message 3: There are other outlets for relieving stress than smoking, such as exercising, meditation, journaling or getting a massage. Studies show that students who suffer from depression are more likely to become smokers and are more likely to have a difficult time quitting than nonsmokers (NIHM, 2012). Nicotine can temporarily calm students, but smoking can lead to more stress when students try to quit or when cigarettes are unavailable (Livestrong, 2012).

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C. Themes
Our campaign will promote the following themes:

Theme 1: Imagine smoke-free LSU.

Theme 2: Think secondhand smoke doesnt really affect you? Think again.

Theme 3: Cigarette litter on the LSU campus has become a major problem. Lets take our campus back.

Theme 4: You chose to smoke. You can choose to quit.

D. Channels
In order to convey our messages and themes we used a combination of traditional and modern media outlets. We used the following traditional media channels: WAFB, a local television station; LSU student media including TigerTV, KLSU, and The Daily Reveille; and local newspapers and magazines including The Advocate, Dig Magazine and 225 Magazine. We decided to send the media advisory to WAFB because it has covered SmokingWords in the past. We also chose to send each written piece to LSU student media because their primary audience is the same as oursLSU students. Lastly, we submitted our written pieces to The Advocate, Dig Magazine and 225 Magazine because they commonly include opinion pieces and information about local events in their publications. All pieces released to these outlets were at no cost to SmokingWords. The modern media channels included social media sites like Twitter and Facebook. SmokingWords already had a presence on these channels before this campaign, starting with 47 Facebook fans and 26 Twitter followers.

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IV. Deliverables & Tactics

A. SCVNGR Deliverables & Tactics
We created the following deliverables to promote our SCVNGR trek in association with The Great American Smokeout:

Deliverable: Media Advisory Contributors: Kyleigh, Mallory, Mollie & Remy Deadline: Nov. 1, 2012 Tactics: -Sent to media on Nov. 12, 2012 -Followed up via email on Nov. 13, 2012 -Sent again on Nov. 14, 2012 & followed up via phone Distribution: The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine, WAFB, TigerTV & KLSU

Deliverable: Letter to the Editor Contributors: Mallory, Mollie, & Ryan Deadline: Nov. 1, 2012 Tactics: -Sent to media on Nov. 6, 2012 -Followed up via email on Nov. 8, 2012 Distribution: The Daily Reveille, The Advocate, Dig Magazine, 225 Magazine

Deliverable: Flier Contributors: Mollie, Remy & Ryan Deadline: Nov. 12, 2012 Tactics: -Distributed on Nov. 14 &15, 2012 Distribution: LSU Student Union, the LSU Bookstore, the Quad, inside various buildings on campus

Deliverable: Postcard Contributors: Mollie, Remy & Ryan Deadline: Nov. 12, 2012 Tactics: -Distributed on Nov. 14 &15, 2012 Distribution: SmokingWords table in Free Speech Alley

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Media Advisory

We wrote a media advisory, which announced the SCVNGR trek in conjunction with The Great American Smokeout. It also explained to journalists the purpose of SCVNGR and how it was being used in conjunction with the event. Necessary information was provided to let them know how to download and use the mobile application.

Letter to the Editor

We wrote a letter to the editor, which explained the mission of SmokingWords, the purpose of SCVNGR and The Great American Smokeout. We sent these to written publications because they typically publish editorials.

Flier

We created a flier with a brief explanation of The Great American Smokeout. It also detailed the purpose of SCVNGR as a way to participate The Great American Smokeout. The flier had a QR code that students could scan with their smartphones. It led students to the SmokingWords SCVNGR page, informing them of SCVNGR and how to participate in the trek. We printed 40 fliers and strategically placed them in high-traffic areas on campus. This print media tactic was created to catch the attention of students on campus.

Postcard

We created a postcard that was distributed at The Great American Smokeout event. The postcard also included a QR code that brought students to the SmokingWords SCVNGR page, informing them of SCVNGR and how to participate in the trek. We printed 40 postcards and put them on the SmokingWords table for people to take with them when they left the event. This print media tactic was successful in promoting the campaign, as tangible materials (like a postcard for attendees to take with them) allows for a greater retention of details.

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B. SmokingWords Deliverables & Tactics

We created the following deliverables to promote SmokingWords as an organization:

Deliverable: Brochure Contributors: Kyleigh & Mollie Deadline: Nov. 26, 2012 Tactics: N/A Distribution: Created for SmokingWords future use

Deliverable: Social Media Brief Contributors: Ryan, Kyleigh, Mallory & Mollie Deadline: Nov. 26, 2012 Tactics: N/A Distribution: Partially implemented throughout the semester, but created for SmokingWords future use as a reference guide to social media

Deliverable: Opinion Editorial Contributors: Ryan, Kyleigh & Mollie Deadline: Nov. 1, 2012 Tactics: -Sent to Media on Nov. 6, 2012 -Followed up via email on Nov. 8, 2012

Distribution: The Daily Reveille

Deliverable: Template Letter Contributors: Kyleigh, Mallory & Mollie Deadline: Nov. 12, 2012 Tactics: N/A Distribution: Created for SmokingWords future use as a way to contact those who would be beneficial to the cause of SmokingWords

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Brochure

SmokingWords current brochure was very outdated and full of information that was irrelevant to our target audience of college students. We developed a new brochure with the purpose of advertising SmokingWords and its mission. The brochure contained facts about secondhand smoke and listed smoke-free college campuses in Louisiana. It will serve as a general purpose piece for SmokingWords future use.

Social Media Brief

The social media brief was created as a general outline of what potential tools can best be implemented in future social media campaigns. It explained what we have learned from our experience with SmokingWords current social media tools and made recommendations as to how social media campaigns can best be improved in the future. Future social media campaigns for SmokingWords can use the social media brief as a reference for content.

Opinion Editorial

The opinion editorial was written to help gain exposure for the organization. It focused primarily on the harmful effects of secondhand smoke and the negative effects discarded tobacco products have on the aesthetic beauty of LSUs campus. The opinion editorial encouraged the university to become tobacco-free to benefit students, faculty and visitors to the campus.

Template Letter

The template letter was created as a general piece for SmokingWords to give to other organizations in the surrounding Baton Rouge area. SmokingWords did not have any kind of promotional letter prior to this project, so we thought it was important that the organization has one for future use. The letter provided background information on SmokingWords and encouraged readers to get involved with the organization.

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Conclusion
One of the major problems we faced at the beginning of the semester was SmokingWords low visibility. Most students didnt know that SmokingWords was an organization at LSU. Throughout the semester we have increased student awareness of the organization through social media and participation in The Great American Smokeout. Increasing the visibility has also increased the likelihood of student participation and the likelihood that the student body will receive SmokingWords messages. Overall, our mini-campaign and event execution proved successful. We met all of our deliverables/tactics deadlines for The Great American Smokeout. We obtained more than 200 signatures on a petition to make LSU tobacco-free. The only objective we did not meet was the number of participants in the SCVNGR trek, as only two students participated. This could have been attributed to the fact that the trek occurred in the middle of the day when students were either in class or at work. Unfortunately we were unsuccessful in receiving any media coverage this semester. Making the university tobacco-free is a controversial topic, and media outlets are reluctant to run stories about making the campus tobacco-free because they do not want to appear biased. Media coverage of SmokingWords will increase as the organization starts to gain support from the student body, faculty and staff. In spite of not having media coverage, we were successful in increasing the visibility of SmokingWords to students at LSU, as measured by the attendance at The Great American Smokeout. In the future we recommend that SmokingWords become a student-run organization. We received a stronger response when we communicated student to student. We need to be a voice for the students, and we need to encourage them to take responsibility for their health and university. Dr. Sylvester will remain an important part of the organization, but students need to be the ones running it. Students relate better to other students than they do to faculty members. Thus, Dr. Sylvester should continue to work with SmokingWords, but as the voice for the faculty, not the organization. SmokingWords also needs to strengthen its relationship with the Student Health Center. The Student Health Center is a vital resource LSU students utilize on a daily basis. If SmokingWords and the Student Health Center could come together to educate students and offer cessation assistance, it would benefit everyone. Both organizations are concerned with student health and wellbeing, so it only makes sense that they should join forces to strengthen their messages. SmokingWords would greatly benefit from getting other student groups on campus involved with its cause and events. By teaming up with other groups, the organization can gain support and have more resources and volunteers available. For example, getting student athletes to participate or groups from the music and drama departments might result in positive reactions.

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Lastly, SmokingWords reach does not extend much further outside LSUs campus. To combat this SmokingWords must increase its use of social media. One of the ways SmokingWords can grow its current lack of user interaction would be to like other local, nonsmoking organizations on Facebook. Then SmokingWords can engage with these organizations on their pages and encourage them to join in the conversation on SmokingWords Facebook page. By increasing its social media following and interaction among fans and followers, SmokingWords will become more visible in the Baton Rouge community.

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Appendix A: References
"Acute Bronchitis in Adults Diagnosis." PDRhealth. PDR Network, 2011. Web. 2 Oct. 2012. <http://www.pdrhealth.com/diseases/acute-bronchitis-in-adults/diagnosis>. American Nonsmokers' Rights Foundation, 1 July 2012. Web. 3 Oct. 2012. <http://www.no-smoke.org/pdf/smokefreecollegesuniversities.pdf>. Branch, Chris. "Opinion Divided on Smoke-free Campus Issue." WAFB. WAFB, 26 Sept. 2011. Web. 3 Oct. 2012. <http://www.wafb.com/story/15550136/smoking>. Butler, Kim. "Program Aims at Smoke-free SU, LSU Campuses." Southern Digest. N.p., 14 Sept. 2012. Web. 1 Oct. 2012. <http://www.southerndigest.com/2.5410/programaims-at-smoke-free-su-lsu-campuses-1.577823>. "Data & Statistics." MySmokingWords. Website Builder, Mar. 2012. Web. 03 Oct. 2012. <http://www.mysmokingwords.org/Data___Statistics.html>. Egan, David. "Fresh Campus|SmokingWords." Fresh Campus|SmokingWords. N.p., Jan. 2007. Web. 03 Oct. 2012. <http://www.lsu.edu/smokingwords/>. "Fresh Campus/SmokingWords." Fresh Campus/SmokingWords. SmokingWords, n.d. Web. 3 Oct. 2012. <http://www.lsu.edu/smokingwords/>. "Greater Baton Rouge Area | Let's Be Totally Clear." Greater Baton Rouge Area | Let's Be Totally Clear. Tobacco Free Living, 2012. Web. 04 Oct. 2012. <http://www.letsbetotallyclear.org/venues/greater-baton-rouge-area>. Hames, Kara. "Personality and Social Differences of Cigarette Smoking Among College Students." University of South Carolina Upstate Research Journal. University of South Carolina Upstate, 2008. Web. 1 Dec. 2012. <http://www.uscupstate.edu/ uploadedFiles/Academics/Undergraduate_Research/Reseach_Journal/006_ ARTICLE2.pdf>. "Health and Wellness." LSU Student Health Center. Student Health Center, 2012. Web. 4 Oct. 2012. <http://www.shc.lsu.edu/index.php?page=wellness_programs>. Karp, Gregory. "Cigarettes Harm Financial Health Too." Orlando Business News. Orlando Sentinel, 11 Feb. 2007. Web. 2 Oct. 2012. <http://thesent.nl/ODmK6N>. MyFreshCampus. Fresh Campus, n.d. Web. 3 Oct. 2012. <http://myfreshcampus.com/grantees>.

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Parker, Steven. "Smoking and Health: The Facts." HealthGuidance. HealthGuidance for Better Health, 2012. Web. 2 Oct. 2012. <http://www.healthguidance.org/entry/ 6290/1/Smoking-and-Health-The-Facts.html>. "Secondhand Smoke." American Lung Association Fighting for Air. American Lung Association, 2012. Web. 2 Oct. 2012. < http://www.lung.org/stop-smoking/aboutsmoking/health-effects/secondhand-smoke.html>. "Secondhand Smoke and Cancer." National Cancer Institute. National Cancer Institute at the National Institutes of Health, 2011. Web. 2 Oct. 2012. <http://1.usa.gov/NPbZq>. "Secondhand Smoke (SHS) Facts." CDC 24/7: Saving Lives. Protecting People. Center for Disease Control and Prevention, 1 Mar. 2012. Web. 2 Oct. 2012. <http://1.usa.gov/1QCFLr>. "Smoke-free Campus Goal at LSU." - Worcester Telegram & Gazette. N.p., 16 Sept. 2012. Web. 1 Oct. 2012. <http://www.telegram.com/article/20120916/APN/ 309169901/-1/RSS02>. SmokingWords. Facebook, n.d. Web. 3 Oct. 2012. <http://www.facebook.com/SmokingWords/info>. Terrel, Katherine. "WAFB 9 News Baton Rouge, Louisiana News, Weather, Sports, SmokingWords." SmokingWords. N.p., 23 Apr. 2012. Web. 1 Oct. 2012. <http://www.wafb.com/story/17656094/smokingwords>. University Fall Facts. LSU Office of Budget and Planning. Louisiana State University, 2012. Web. 1 Dec. 2012. <http://www.bgtplan.lsu.edu/quickfacts/fall2011/ 2011%20LSU%20Fall%20Facts.pdf>.

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Appendix B: Past Media Coverage

1. http://www.wafb.com/story/17656094/smokingwords?clienttype=printable 2. http://www.wafb.com/story/15550136/smoking 3. http://www.southerndigest.com/2.5410/program-aims-at-smoke-free-su-lsu-campuses1.577823#.UGvOg7RJAyE 4. http://www.lsureveille.com/news/article_26763468-effd-11e1-b801-001a4bcf6878.html 5. http://www.wafb.com/story/17656094/smokingwords 6. http://www.therepublic.com/view/story/37fcbf9652be483babbf96954c737143/LA--LSUSmokeout 7. http://uiswcmsweb.prod.lsu.edu/manship/MassComm/AbouttheSchool/NewsStories/Mass CommNEWS2012-2013/item52757.html 8. http://theadvocate.com/home/3912696-125/effort-on-to-stub-out 9. http://www.wafb.com/story/15607158/professor-pushing-for-smoke-free-lsucampus?clienttype=printable 10. http://www.youtube.com/watch?v=44rGDJpCYz0 11. http://www.nbc33tv.com/news/local-news/smokingwords-to-take-part-in-the-29thannual-lsu-wellness-fair 12. http://www.thenewsstar.com/viewart/20120917/NEWS01/120917001/Smoke-freecampus-goal-LSU

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Appendix C: SCVNGR Trek

SmokingWords SCVNGR trek took place on Wednesday, Nov. 14, 2012, from 10 a.m. to 2 p.m. in order to publicize the Great American Smokeout on Thursday, Nov. 15, 2012 from 10 a.m. to 2 p.m. Students were able to access the trek with a QR code that was printed onto fliers and postcards. Once the students scanned the code with their smartphones, they were automatically taken to the SCVNGR website where they were then able to access the trek. The trek took participants to eight smoke-free locations on and around LSUs campus, which included: LSU Tiger Stadium o Title: Championship Plaza o Challenge Type: Specific Text Response o Challenge Description: Notice a difference in the air around the stadium on gamedays? (Less smoke, clearer air!) Identify who the new Tiger Stadium Championship Plaza is named after. o Point Value: 2 Mike the Tigers Habitat o Title: Visit Mike the Tiger! o Challenge Type: Picture o Challenge Description: Smoking around animals can be detrimental to their health. Take a picture of Mike roaming around his cage. If hes not awake, take a picture with statue. o Point Value: 2 Middleton Library o Title: Smoking vs. Studying o Challenge Type: Picture o Challenge Description: Take a picture of the amount of cigarettes in the ashtrays or cigarettes on the ground surrounding the library. Is there a big difference? o Point Value: 2 LSU Student Health Center o Title: SHC Here to Help o Challenge Type: Open Response o Challenge Description: The Student Health Center has resources to help you quit smoking or learn how to help someone quit. Have you ever used their resources? o Point Value: 2 Mulananda Yoga o Title: De-stress with Yoga o Challenge Type: Picture o Challenge Description: Instead of smoking, try yoga to ease stress. If youre with a friend, have them take a picture of you in a yoga pose. Alone? Take a picture of the studio. o Point Value: 2

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The Varsity Theatre o Title: Rock Out o Challenge Type: Open Response o Challenge Description: Varsity Theatre is one of the very few places in BR that is smoke-free. They host concerts, dancing & much more! Who do you want to watch live at the Varsity? o Point Value: 2 Barnes and Noble at LSU Bookstore o Title: Out in Old, In with New o Challenge Type: Picture o Challenge Description: The new bookstore is such a nice, clean area. Not very smoky compared to other areas of campus. Take a picture of the airplane flying high inside the bookstore. o Point Value: 2 SmokingWords Table-LSU Free Speech Alley o Title: Last But Not Least o Challenge Type: Open Response o Challenge Description: Enter a new fact or statistic about tobacco use that you learned from a SmokingWords member at the table. o Point Value: 2

As a reward for completing the SCVNGR trek, participants received a free T-shirt, which we asked them to wear on Nov. 15 to raise awareness of the Great American Smokeout.

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Appendix D: Deliverables
I. SCVNGR Deliverables
Media Advisory

30

Letter to the Editor

31

Flier

32

Postcard, front page

33

Postcard, back page

34

II. SmokingWords Deliverables

Brochure, page 1

35

Brochure, page 2

36

Social Media Brief, page 1

37

Social Media Brief, page 2

38

Social Media Brief, page 3

39

Social Media Brief, page 4

40

Social Media Brief, page 5

41

Opinion Editorial

42

Opinion Editorial, page 2

43

Template Letter

44