Out with the old, in with the new!

Spice things up in the kitchen in 2021! Cooking healthy meals with your family can help create heathly habits and wondeful memories for a lifetime. What healthy goals do you have for the new year?

Podcast Talks Healthy Holidays and New Year Inspiration

In episode 10 of the TSET Better Health Podcast, experts share healthy holiday tips and recipes to start the new year off right.

Seasons greetings from TSET!

This month, hosts James Tyree and Cate Howell spread holiday cheer with podcast guests Jeremy Morrison and Valarie Carter.

Jae Morrison, an obesity prevention specialist for the Oklahoma State Department of Health, talks about ways to stay physically active during the winter season and best practices for sticking to your healthy New Year’s resolutions. Valarie Carter, chef and instructor at OU-TU School of Community Medicine, shares what culinary medicine is, which ingredients are best to use for the season, and a couple of healthy and tasty holiday recipes.

Add the TSET Better Health Podcast to the sounds of the season. Episode 10 is available now. Listen at tset.ok.gov/podcast or or anywhere you listen to podcasts.

And be sure to follow TSET on FB and Twitter (@OklahomaTSET) for additional content and podcast updates.

TSET Healthy Youth Initiative

Participants in the tobacco message testing were asked a variety of questions to assess current vape preferences, including the types of vape devices used, preferred flavors and brands. Disposable vapes were the most popular type of vape among Oklahoma teens, and the top disposable vape brand was Puff Bar.

• In November, the Rescue Agency wrapped up message testing with Oklahoma teens for both tobacco and vaping prevention as well as obesity prevention. Message testing comprised of virtual one-on-one interviews to help determine future ads to include in the TSET Healthy Youth Initiative education campaign. The full Vaping & Tobacco Prevention Report was presented to TSET on Dec. 2, and the Obesity Prevention Report was presented on Dec. 9.

Key findings from tobacco and vaping prevention message testing include: Teens acknowledged that vaping is harmful and addictive, and the financial burden of vaping was a top concern. With ad testing, teens found scenarios that related to their personal experiences to be thought-provoking and effective. They gravitated toward depictions of situations they considered realistic, which rendered the ads more relatable. Teens liked ads that incorporated sound and visual elements to drive the message. Ads that fostered a serious tone were considered motivating and effective. The second Message Packages for Behind the Haze and Down and Dirty are set to launch at the end of February and run for eight weeks. My Life, My Quit "End the Cycle" digital campaign is live! These ads will run on Behind the Haze social and digital platforms.

Swap Up is the nutrition campaign of the TSET Healthy Youth Initiative, which aims to help Oklahomans 13-18 fight obesity and live longer, healthier lives.

• The new teen obesity prevention brand will officially be called "SWAP UP." In testing, participants described this brand name as "catchy," "easy to remember," and felt that the message was to "swap out an unhealthy option for a healthy option," which they felt was aligned with the goal of the campaign.
• Key findings from obesity prevention message testing include:
  • Teens believe their eating habits need to change, and they are receptive to nutrition information and recommendations.
  • Ads that fostered a light-hearted tone through humor were considered motivating and effective.
  • Ads that conveyed the message in novel and visually creative ways were attention-grabbing.
  • Teens gravitated toward messaging that was communicated in a casual, authentic manner.

Oklahoma Tobacco Helpline

The Oklahoma Tobacco Helpline's rural print campaign runs late December and early January.

Help Oklahomans Resolve to be Tobacco Free

• A New Year's 2021 grantee release will be available for download at OK In The Know. We encourage you to use this customizable release to earn media coverage of the Helpline's services and resources for your family, friends and community. A statewide media release will be distributed by TSET at the end of December. 
• A second December press release highlights achievements from the FY20 Annual Report, including high satisfaction scores and benchmarks.
•  1-800-QUIT NOW (1-800-784-8669) or OKhelpline.com exist to help all Oklahomans live tobacco-free lives. Quitters and supporters alike can also connect with the Helpline through social media. We're on Facebook, Twitter (@OKhelpline) and Instagram.

Print and Display

The Oklahoma Tobacco Helpline's Rural Print Campaign runs late December and early January. It will encourage tobacco users to commit to their New Year's Resolutions and use the Helpline's free services to successfully quit and stay quit. The statewide pharmacy and gas station campaign continues in January with stand-up displays at 50 pharmacies and gas pump toppers/nozzle sign displays at 150 locations. The Oklahoma Tobacco Helpline will make January print appearances in: The Black Chronicle, Tulsa Oklahoma Eagle, Mvskoke News, Native Oklahoma, Oklahoma Dental Association Journal, Oklahoma State Medical Association (OSMA) Journal, Journal of the Oklahoma Osteopathic Association, Oklahoma Academy of Pediatrics E-newsletter and Oklahoma Nursing Times.

Helpine TV, Cable and Radio

• Helpline ads return to TV, cable and radio in late January.

Digital and Social

A new animated gif on social media is for those looking to quit, support from friends & family goes a long way.

• Santa's sleigh is full of social and digital creative around the Helpline in December and January.
• Quitting tobacco is tough, especially during the holidays. And love, encouragement and support can be the best gifts someone can receive along their quit journey. A new animated GIF (image at top) promotes that spirit as the year draws to a close.
• We help to prepare more future quitters to revel in a tobacco-free lifestyle with more New Year's content in the form of an instant article and promoted posts. These provide tips and encouragement.
• We continue to promote the benefits of the Helpline as well as resources to help Oklahomans stay quit. These campaigns run mid-December through Feb. 14.
• Instant Articles going live in January will target health care providers, feature resolution motivation and tips to keep your resolutions.
• Late January will see a website click ad campaign focusing on positive life changes.
• January will bring a focus on quitting tobacco during pregnancy. The animated video and illustrated web click ads were developed with SoonerCare members in mind, but can be a positive push for any pregnancy affected by tobacco use. 
• The Helpline will also launch creative for our 18-24 and male audiences in January. 

Website

• OTH website makeover continues! Phase II of OKhelpline.com will allow us to follow up with website visitors who didn't complete signup. Other changes include fresh testimonial blogs, additional Spanish language options, updates to interactive quizzes, a media room refresh and an easier way to order materials! Stay tuned for these updates.

Brand Standards Guide Updates

The Helpline's Brand Standard Guide is in the process of being updated to include My Life, My Quit among other changes: Add a section called “Text Usage Guidelines.” On first reference: “the Oklahoma Tobacco Helpline, a program of TSET." On subsequent reference: “OTH” or “the Helpline.” Integrate My Life, My Quit into the OTH Brand Standards Guide. First reference is: “My Life, My Quit, brought to you by TSET.” Subsequent reference: “My Life, My Quit” or “MLMQ." The website is: MyLifeMyQuit.com or mylifemyquit.com. Add logo guidelines for MLMQ. Add “Text Usage Guidelines."

Shape Your Future

Monthly Content

Shape Your Future is here to help Oklahomans get New Year's ready! As we head into January, make one new healthy goal for yourself -- whether it be adding more physical activity to your daily routine, or simply adding new or healthier food to your plate at every meal. Be sure to share our New Year's Toolkit on Pinterest. This free, downloadable resource provides a 3-day meal plan, ready-made grocery list and even a 5-day workout plan to help kickstart 2021 the healthy way. Website click ads also point to our New Year's Toolkit this month. Now that you've made plans for a happy, healthy New Year, how do you make them stick? Promoted posts will share tips for keeping your resolutions on track. Be sure to follow us on social medial and share the posts with your circle!  Chef Valarie Carter is the face of our Shape Your Future Healthy Kitchen partnership with Tulsa's KJRH-TV ... and does she have a gift for you! Chef Carter, who's also an instructor of culinary medicine, gives insight into how easy it is to give winters meals a healthy makeover with many ingredients you may already have in your pantry. Be sure to watch for this special blog in January.

Traditional Media

• Following a short hiatus, Shape Your Future returns to TV, cable and radio in January with two NEW spots in our Power of One Campaign -- one focused on proper sleep and the other on the benefits of water. Look and listen for these ads Jan. 4-18.
  • See the complete suite of Power of One videos on the Shape Your Future YouTube channel.

New ads focused on proper sleep and drinking more water premiere on TV, cable and radio in January.

• The Power of One campaign also makes print appearances in Metro Family and Tulsa Kids magazines in January, with easy ways to add healthy habits to your daily routine.

Digital and Social Media

Paid digital flight in January will cover Healthy Living 101, Self-Awareness and Whole Health messaging. The flight runs Jan. 4-31. Healthy Living 101 creative will include all Power of One 30-second promos as well as ads on 4 Ways to be Healthy, Calories, Emotional Eating, Screen Time, Understanding Food, and Understanding Physical Activity.  Self-Awareness creative will consist of testimonials from Alex, Rita and Chad as well as our popular Health Quiz. Whole Health responsive display ads cover 20-Minute Meals, Budget-Friendly Recipes, Healthy Dollar Store Buys, Exercise Time, Free Local Activities, Meal Prep, and At-Home Workouts. Shape Your Future will also run messaging focused on our African American audience on our social media channels Jan. 4-31.

Website and Email

• We're making our list and checking it twice! Be sure you're signed up to receive our monthly Shape Your Future emails. The first edition of 2021 will hit inboxes on Jan. 12.

This New Year, Shape Your Future encourages families to make a fresh start! Our January e-blast promotes aour FREE Healthy Toolkit that provides a meal plan, workout ideas and more!

• Metro Family and Tulsa Kids January E-blasts focus on creating a fresh start to the new year. E-blast go out on Jan. 13.

Partnerships

Scissortail Park Farmers Market Cooking Series Check out NEW recipes in December from local chefs and restaurants, featuring the freshest and healthiest local ingredients available at the Scissortail Park Farmers Market. The latest recipe is the second video in a three-part series from Kam's Kookery in OKC. See how quick and easy it is to make a sizzling, fiber-rich side from simple greens. Yum! KJRH Shape Your Future Healthy Kitchen Don't miss new recipes each week from Chef Valarie Carter and the Shape Your Future Healthy Kitchen! Watch Shape Your Future on social media and our website to see them first and download the recipe cards! Check out an easier take on cabbage rolls.

Tobacco Stops With Me

What does vaping have to do with viral infections? More than you'd think.

Defenseless Spot Coming to Doctors' Offices, Theaters Statewide

• Starting Dec. 4, Tobacco Stops With Me will be contributing educational messaging for audiences at cinemas and doctors offices throughout Oklahoma.
• The "Defenseless" message - focusing on the dangers of vaping weakening the lungs' ability to fight off viruses - will be rotated into more than 119 waiting room locations statewide, as well as cinemas in rural and metro communities across Oklahoma. Watch now.

Website and Email

New Blog: "American Cancer Society's Great American Smokeout Continues Offering Hope for a Smokefree Future" For 45 years, the Great American Smokeout has offered smokers across Oklahoma and the U.S. an opportunity to quit tobacco for a day – or for a lifetime. We spoke with Paula Warlick, grassroots manager for the American Cancer Society Cancer Action Network (ACS CAN) about the event and how it raises awareness about tobacco cessation and encourages tobacco users to begin their quit journey. Blog Coming Soon: Doug Matheny, Programs and Initiatives Manager for State and Local Policy at the TSET Health Promotion Research Center, talks about the history of preemption in Oklahoma and how it was so effective, Big Tobacco used it as a national model.  The monthly TSWM Partner Email is set to deliver on Dec. 21. TSWM's Cultivated Email will be distributed to subscribers on Dec. 29. Stay informed! Sign up now. As the Free The Night contract comes to a close, assets including the smokefree bar finder tool are being migrated to StopsWithMe.com. Special attention will be paid to driving digital advocacy, in addition to newsletter signups. Optimizations will be made to the get involved page in support of this effort.

Digital and Social

Parents: Be a pillar of support for your kids to ensure they don’t turn to vaping as a way to deal with stress.

• Big Tobacco Targets Flight 2 will begin Jan. 4 and runs through Feb. 14 highlighting the tobacco industry's decades of malicious targeting of minority populations to create generations of addicted users.
• In January, two promoted posts will focus on encouraging people to support quitters in their life who are making New Year’s Resolutions to quit smoking or vaping
  • Vaping can be directed at parents helping support their teens, as seen in the creative above.
• In January, we want to ask our Facebook fans to show their support by using our new profile frames, commenting on our post and share photos of their own Tobacco Stops With Me stickers.
• In January, TSWM will run a policy instant article in monthly content to help educate people about protections that are proving positive results in other states.
• In January, TSWM will share an instant article about preemption in Oklahoma. The article is meant to educate people about preemption and how it affects people across Oklahoma.

TV, Cable and Radio

• Flight 6 of TSWM television runs Jan. 11-24. Among others, the flight will feature Not OK: The Line, Oklahoma Standard and Defenseless - which is co-branded with the TSET Health Youth Initiative. These video spots and more are viewable on TSWM's YouTube.

Print

• In January, the Not OK print campaign will continue with rotations in the following publications: The Oklahoman, Tulsa World, Oklahoma Gazette, Black Chronicle, Tulsa Oklahoma Eagle, Native Oklahoma, Mvskoke News, The Oklahoma Publisher, Journal Record, Oklahoma Senior News, Oklahoma Living, plus CNHI and rural publications.

If you have questions regarding any of the information found, please contact your health communication consultant, Lance Thomas or James Tyree for assistance.