Effects of a Tailored Social Marketing Campaign Targeting Smoking Policy Compliance on Smoking-Related Behaviour on Campus

Abstract

Introduction. Smoking represents a significant risk to Canadians. Young people in Canada have historically had the highest smoking prevalence of any other age group. Implementing smoking policies can be an effective strategy for post-secondary campuses to interrupt smoking trajectories and reduce the risk of campus citizens being exposed to second- hand smoke, however compliance can be a barrier to achieving these outcomes. This study examined the effects of a social marketing campaign on policy-non-compliance on a post- secondary campus in Ontario, Canada. Methods. The 3-week campaign was implemented by students and focused on policy- compliance-related objectives. Six smoking sites were observed twice a day for one week before the campaign, and one week after the campaign was completed. 4 sites were designated smoking areas, as defined by the smoking policy at the institution. 2 sites were undesignated “hot-spots” where smoking was frequently observed to occur. A butt litter audit was completed before and after the campaign to determine if butt litter decreased after the campaign. Results. At designated smoking sites, using the strict policy definition of the designated smoking sites, the proportion of observed behaviour that was non-compliant decreased in designated smoking areas (-0.079, 95% CI = 0.143, -0.0151, p < .05). Noncompliant behaviours also significantly decreased after the campaign using a more lenient measure of compliance (-0.102, 95% CI = -0.203, -0.001, p < .05). At undesignated hot spots, the average number of people using the areas to smoke decreased at both sites after the campaign. The proportion of all cigarettes which were disposed of correctly in receptacles was 75.5% before the campaign and 77.4% after the campaign. It is unclear if second-hand smoke exposure was reduced for non- smoking pedestrians despite the overall reduction in non-compliant behaviours. Conclusions. Implementing a student-led, social marketing campaign focussed on improving compliance was an effective strategy to improve compliance with smoking policy.