Field Notes Inside an Integrated Communications Agency

North Carolina, through the leadership of the Health and Wellness Trust Fund, chaired by Governor-elect Bev Perdue, has produced groundbreaking work in teen tobacco use prevention efforts. Media campaigns and grassroots intervention efforts have contributed to historic lows in middle school and high school tobacco use.

A few years ago, the HWTF realized North Carolina was winning the battle in high school only to lose the war with young adults, as smoking rates among 18-24 year olds were the highest of any demographic group. So the HWTF launched additional programs for this group including grassroots programs on colleges and funding for QuitlineNC, a telephone coaching service for young people who want to quit. (Studies show over half of young smokers have tried to quit and failed.)

Research show the programs are working. The UNC School of Medicine found a significant drop in tobacco use among young adults since the program was launched. North Carolina’s rates are now below the national average and that’s something to cheer about here on Tobacco Road.

Check out some of the communications support for the HWTF initiatives.