Smoking Cessation Campaign
The main features of my evaluation design of the smoking cessation campaign involve examining the operations of this particular program, its objectives and methods, as well as a range of activities, which take place (Franklin & Thrasher, 1976), the target audience and the people who conduct these activities (Mignone, 2011). First of all, it is worth noting that the target audience is comparatively narrow, as it focuses mainly on smokers in the age group of twenty to thirty. The area of program implementation in British Columbia, where approximately 15-20% of residents are reported to be smokers. The media representation of the program is spread only on television and radio, which are not as popular among people of this age as, for example, social networks and other sources on the Internet.
That is why the awareness of the campaign among young people at the age of twenty to thirty would be better if the program was covered on the Internet as well, or primarily on the Internet. Advertisements on the streets would also draw more attention of this particular age group. Television and radio are primary sources of information mainly for people who are 40+. The important thing is that the program in question does not presuppose eliminating smokers’ and non-smoker’s exposure to environmental tobacco smoke, neither it focuses on preventing the initiation of tobacco use among young people (Sly, Trapido & Ray, 2002). Its only objectives are cutting back on smoking, attempts to quit, and actually quitting smoking by British Columbia residents at the age from twenty to thirty.
Thus, the aim of this particular smoking cessation campaign is to promote quitting smoking by the target audience (Horowitz & Sorensen, 1978). The program also partially deals with identifying and eliminating disparities connected to tobacco use and its impact on this age group (Sly, Trapido & Ray, 2002). The process of implementation of the program is thoroughly thought through. It is a long-term set of actions, which are grouped into several stages. There are three program implementation segments planned in March-April, July-August, and October-November. The order of the regulatory actions is appropriate and intended on effective implementation. The two out of three main components of the program (MacDonald et al., 2001), namely policy and the order of the regulatory actions and strategic use of media are taken into account and well-thought.
There are no evidence of third component implementation that is effective community mobilization. The results of surveillance of data on the factors listed above show that the awareness of the program by the target audience is enough, but it can be improved. The knowledge of the consequences of smoking in target audience is not is not very specific. The TV advertisement with a man smoking a cigarette outside a bar, getting older as he inhales, and younger again as he exhales, is a bright example of this. Although the aim of the advertisement is to show that if …
