Social marketing and tobacco policy compliance
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Author(s)
Lorna Smith and Jane Oliver
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| Presenter(s) |
Jane Oliver Health Improvement Programme Officer - Tobacco, NHS Health Scotland |
Abstract Tobacco policies vary across Scottish health boards. Whilst most have ambitions to move towards smoke-free grounds and premises the majority currently permit smoking in designated sites, with limited success at enforcement. Patients, visitors and staff are frequently smoking in non-designated areas to the detriment of the Health Promoting Health Service ethos. This study reports on the use of a social marketing approach to tackle tobacco policy compliance at Aberdeen Royal Infirmary.
Social marketing methodology was applied to assess potential causes for low compliance. A scoping exercise indicated the appropriateness of an intervention based on management support, timing and extent of the issue.
The approach identified two intervention priority areas: 1) staff policy enforcement 2) patients and visitors smoking in entrances. Core arguments underpinning each intervention were 1) staff: Irrespective of your smoking status this is a directive from your employer that you must engage with 2) smokers: This is not an anti-smoking message but pro fresh-air/ health measure.
The social marketing methodology applied to the issue of hospital tobacco policy compliance proved a highly useful tool to identify key areas for improvement. The implementation phase is now underway with six of the twelve interventions at various stages of action.
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Presenter biography Jane Oliver is the Health Improvement Programme Officer for tobacco with NHS Health Scotland. She is interested in everything to do with preventing disease, improving health and reducing health inequalities. Her role within NHS Health Scotland is her first involved with smoking cessation and tobacco control. Her work focuses on smoking cessation. Other public health interests include Nutrition and Oral Health. She studied Public Health Nutrition at Queen Margaret University, Edinburgh and subsequently gained a Pg Cert in Public Health Practice.
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Declaration of interest: None
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