As Seen on TV: Integrating Tobacco Education Campaigns Into Your Practice

Webinar Offers Advice for Using Powerful Antismoking Campaigns

July 30, 2014 01:57 pm Chris Crawford

A couple of hard-hitting tobacco education campaigns have garnered accolades this year as effective tools to drive home the message that tobacco use is dangerous and carries serious consequences. The CDC's Tips from Former Smokers(www.cdc.gov) and FDA's The Real Cost(www.fda.gov) campaigns also offer helpful entry points for family physicians to discuss quitting tobacco use with their patients.

To help clinicians capitalize on the patient education opportunities these campaigns present, the AAFP and the American Academy of Pediatrics (AAP) will offer a free webinar titled "As Seen on TV: Integrating Tobacco Education Campaigns Into Your Practice"(www3.gotomeeting.com) that is scheduled for Aug. 7 from 1-2 p.m. CDT.

The webinar is intended to:

  • describe the content of and evidence behind the Tips From Former Smokers and The Real Cost campaigns,
  • articulate how physicians can use the campaigns to reinforce discussions about tobacco cessation and prevention with patients and their families in the clinical setting, and
  • explain how to access resources from the two campaigns, as well as AAP and AAFP tobacco-control resources.
Story highlights
  • On Aug. 7, the AAFP and the American Academy of Pediatrics will offer a free webinar titled "As Seen on TV: Integrating Tobacco Education Campaigns into Your Practice" from 1-2 p.m. CDT.
  • Lucy England, M.D., M.S.P.H., medical epidemiologist for the CDC, will present an overview of the agency's Tips From Former Smokers campaign.
  • Kathleen Crosby, director of health communications and education for the FDA, will present an overview of The Real Cost campaign.

The webinar will be hosted by the AAP and moderated by AAFP member Adam Goldstein, M.D., M.P.H., who is a professor of family medicine in the University of North Carolina at Chapel Hill School of Medicine and the founder and director of the school's tobacco prevention and evaluation programs. Goldstein recently wrote a companion editorial for AAFP News on the topic.

During the webinar, Lucy England, M.D., M.S.P.H., medical epidemiologist for the CDC, will present an overview of the Tips From Former Smokers campaign, including some of its gritty ads featuring people who have dealt with the ramifications of long-term smoking on their bodies, as well as preliminary impact data from the campaign.

Kathleen Crosby, director of health communications and education for the FDA, will present an overview of The Real Cost campaign, which is aimed at adolescents ages 12-17. She'll also show examples of the campaign's ads and review its evidence base and early findings.

Representing the AAP, Judy Groner, M.D., a clinical professor of pediatrics at the Ohio State University College of Medicine in Columbus, will offer recommendations on how physicians and clinicians can use the campaigns in discussions with patients, parents and families and where to find associated resources.

The event will conclude with a Q&A session during which webinar participants can pose queries to the presenters.

Regina Shaefer, M.P.H., director of the division of tobacco control in the Julius B. Richmond Center of Excellence at the AAP, said the goal of the webinar is simply to make conversations easier between health care professionals and the patients and families they serve.

"Health care professionals should be part of 'the communications loop' for these campaigns that patients and families may be seeing in other venues (e.g., social media, TV, Internet, print and radio)," she told AAFP News.

The webinar is part of the Talk With Your Doctor(www.cdc.gov) initiative, an AAFP-CDC partnership to increase awareness of tobacco dependence and cessation through physician-patient dialogue.


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