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October Frame of Mind
As the weather (and hopefully schedules) begin to cool down, it's important to carve out time for our health. In October, TSET health communication programs are overflowing with resources to help Oklahomans of all ages eat better, move more and live tobacco free.
Shape Your Future has fun ways to keep kids happy this Halloween with fun physical activity ideas and ways to help them celebrate without extra sugar. Oklahoma Tobacco Helpline and the TSET Healthy Youth Initiative are treating you to brand new ads in October. Plus, Tobacco Stops With Me helps Oklahomans understand the impact of nicotine and dusts off a fan favorite social-digital campaign for the spooky season.
Finally, the Better Health podcast delves into how TSET makes an impact year-round and statewide through the Healthy Living Incentive Grants.
Read on to learn more.
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Shape Your Future
Monthly Content
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Up the fun quotient this All Hallows' Eve with a NEW Halloween Scavenger Hunt download. Get a fun workout while trick or treating or when out seeing festive decorations.
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Keep things cooking with two of the newest (and easy) recipe videos from SYF: Breakfast Pizza and Broccoli 5 Ways! Watch for them on Facebook and Pinterest.
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Let’s face it. The health effects of added sugar in our diets is downright SCARY! Worse? It can pop up in the seemingly most innocent of places. A Hidden Sugars instant article helps readers understand and avoid the high amounts of sugars that are less known in everyday foods.
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Are you a Cowboy or a Sooners fan? No matter who you root for on game day, our partners at Healthy Schools Oklahoma and OU/OSU Athletics has a rooster full of sports-inspired workouts for the whole family, featuring a couple of very special guests. Watch for posts on SYF social media and video stories on Facebook and Instagram.
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TV, Cable and Radio
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Print and Display
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Digital and Social Media
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Low socioeconomic status (SES) is associated with poor health-related quality of life outcomes in the United States. Therefore, it’s beneficial to target prevention and educational messaging for better health to low SES individuals. Beginning October 11, SYF will run a digital and social Low SES flight consisting of:
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Website and Email
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A new crop of SYF emails are ripe for the picking! Watch for the October Teacher Email on the 19th and the General Email on the 26th!
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Partnerships
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OU/OSU
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OU and OSU football games continue through the fall, and SYF joins them each home game! Fans can receive a FREE Shape Your Future-OU or OSU-branded water bottle to fill up at one of many SYF water stations throughout the stadiums. Also, check out the Shape Your Future quiz on the in-stadium Digital Seat app for a chance to win tickets and memorabilia while learning about your health.
KJRH
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TSET Healthy Youth Initiative
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Tobacco Prevention
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The newest tobacco message package (MP), “The Great Manipulator,” launched on digital and social on September 2. This fourth MP from Behind the Haze discusses how nicotine manipulates a person's mind in a way that can change their emotions.
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Down and Dirty will be running a third MP, “Dreamtaker,” in mid-October on social and digital, with radio running statewide beginning Oct. 4.
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Rescue Agency will launch tobacco message testing at the end of September to help TSET determine future MPs to run in Oklahoma.
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Obesity Prevention
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Rescue Agency has completed the one-year Nutrition follow-up survey with 200 teens across Oklahoma. An important finding is that teens aware of the Swap Up campaign were significantly more likely to report that eating fruits and vegetables is important to them and if they were to drink more water they would perform better in sports/exercise compared to teens unaware of the campaign. Other highlights from the tracker included:
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Overall campaign awareness is high at 72%
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The Swap Up campaign was found to be relevant among 67% of participants
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82% of teens identifying as overweight reported the campaign provides information that can help them improve their nutrition
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Participants reported positive perceived effectiveness scores for each ad, indicating all the ads were effective and therefore likely to stimulate thought or action among participants
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80% of overweight participants agreed that the recommendations in the “Fuel for Football” and “Blank-minded” ads were something they find acceptable to try at least once
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75% agreed the recommendations were things they could realistically do over and over again as a new routine
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While only 67% of teens reported that they drank a bottle or glass of water 2+ times per day in the past 7 days, that is up from 62% in 2020
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Teens were most motivated to drink more water by the statement "Drinking plenty of water can help you feel more alert and increase brain performance" (62%)
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Teens were most motivated to eat more fruits and vegetables by the statement "Fruits and veggies are packed with vitamins and nutrients that do hundreds of things to make you feel good, including boosting your energy and mood" (56%)
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Oklahoma Tobacco Helpline
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TV, Cable and Radio
Testimonials Feature Couple's Journey to Tobacco Freedom
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| Chase and Candace of Glenpool, Oklahoma, were both smokers for over 12 years — and tried to quit multiple times. It wasn’t until their first daughter turned two when reality hit: they needed to be there for their family. They needed to quit smoking, and this time for good. |
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The couple loves doing things together. Together, they made the commitment to quit smoking — and together they reached out to the Oklahoma Tobacco Helpline. The result? This dynamic, inspiring Oklahoma duo conquered tobacco — as a team. Watch for their new testimonials, the Helpline's first to feature a couple quitting together, to run October 18 - November 7. |
This flight of Helpline TV, cable and radio spots will also include testimonials from Veramae of Drumwright, who smoked for more than 50 years.
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Digital and Social
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World Heart Day is September 29. OTH will share a media release and feature posts on Facebook and Twitter encouraging people to quit tobacco for better heart health.
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Flight one of the OTH campaign targeting male tobacco users runs through October 17.
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OTH remarketing campaign, reaching out to those who visited the site, but didn’t complete registration, also runs through October 17.
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Flight two of the OTH Benefits campaign will launch October 18.
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The first flight of SoonerCare Members campaign concludes October 3. SoonerCare is Medicaid in Oklahoma.
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The first flight of SoonerCare Physicians campaign will run October 11 to November 28.
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Print and Display
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- The Helpline will also make October print appearances in: The Black Chronicle, The Tulsa Oklahoma Eagle, Native Oklahoma Magazine, Mvskoke News, Oklahoma Dental Association Journal, Oklahoma Academy of Family Physicians quarterly magazine, Oklahoma Academy of Pediatrics Journal, D.O. Journal, Oklahoma's Nursing Times and more than 15 rural publications owned by CNHI (Community Newspaper Holdings Inc.).
- Gas pump toppers and pharmacy signage will continue to promote the Helpline to Oklahomans in October.
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Tobacco Stops With Me
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Monthly Content
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Returning just in time for spooky season is Tobacco Stops With Me's award-winning Halloween series, Youth Vaping Horrors. This creative messaging, part of the Protect Our Youth campaign, reveals the dangerous truth behind vaping and encourages parents to talk to their kids about living tobacco and vape free.
- TSWM will also launch a series of website click ads that explain how Big Tobacco exploits lower income neighborhoods and the FREE services offered by the Oklahoma Tobacco Helpline.
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- Starting October 11 and running until November 7, Big Tobacco Targets returns to pull back the curtain on devious tobacco marketing tactics:
- Tobacco companies spend upward of $9.1 billion a year promoting their products. With today’s stringent tobacco marketing laws, the industry has discovered new ways to effectively push their product. It's no secret -- Big Tobacco targets minorities, women and military members with deceptive marketing practices.
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Big Tobacco Targets is dedicated to humanizing the communities targeted by the tobacco industry. Using the sinister words of tobacco executives, members of minority groups speak truth to power and say no more putting profits over people. Instant articles focused on:
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Website and Email
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When it comes to the dangers of tobacco products, it’s critical to understand the impact of nicotine. TSWM created a new landing page sharing the specific dangers of the chemical that hooks users and keeps them coming back for more. Over time, Big Tobacco has developed products that reinforce nicotine addiction through flavors, highly persuasive marketing and the use of social media to target young consumers. Get a better understanding of how nicotine impacts young bodies and minds, along with the serious risks involved.
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The TSWM Cultivated Email is set to deliver to newsletter subscribers on September 28.
- Stay in the know! Be sure you're set to receive our monthly news. Sign up now!
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Digital and Social
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| For years, Oklahoma has been at the mercy of tobacco companies. That's Not OK. Running through November 7, the Not OK campaign is focused on educating Oklahomans on the benefits of comprehensive tobacco policies that have proven to positively impact populations in other states. These messages include the benefits of clean indoor air, preventing smoking/vaping in cars when children are present, and banning menthol/flavored tobacco to reduce youth initiation of tobacco. |
TV, Cable and Radio
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- TSWM will be live on traditional media channels starting October 25 and will run through November 7. More details coming soon.
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Print and Display
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- In October, TSWM will be live in Oklahoma Living, Oklahoma Senior News and Living, Mvskoke News, Journal Record, Oklahoma Gazette, Black Chronicle, Tulsa Oklahoma Eagle, The Oklahoma Publisher, The Oklahoman, Tulsa World and more than 15 rural CNHI publications.
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TSET Better Health Podcast
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Environment and Health: Oklahoma Municipal League
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| Dr. Francis Shelton, mayor of Boley, with (l-r) Mike Fina, Oklahoma Municipal League executive director, Connie Befort, former TSET Program Manager, TSET Healthy Incentive Grants - Communities (retired) and TSET Executive Director Julie Bisbee |
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COMING SOON! In episode 19, join the TSET Better Health Podcast team for an inside look at the annual Oklahoma Municipal League conference and how TSET Healthy Incentive Grants benefit cities and schools. Since 2012, TSET has awarded Healthy Incentive Grants to more than 130 cities and towns and to numerous school sites and districts, and every grant creates healthier local environments – as determined by local residents and officials. This episode tells more about the grants that any qualifying school or community in Oklahoma can apply for, and how Healthy Community and School Incentive Grants have benefited the students, staff and community of Granite Schools and the residents of Boley and Muldrow, Oklahoma.
Hear interviews with city leaders Dr. Francis Shelton, Boley Mayor; Matthew Duke, Muldrow Town Administrator; and Listena Prickett, former Granite Public Schools Principal.
TSET Incentive Grants for schools and communities influence the structure of the environment and, in turn, improve health outcomes for all Oklahomans.
All episodes and transcripts of the national award-winning* Better Health are available on the TSET website at tset.ok.gov/podcast and everywhere podcasts are listened to.
*The TSET Better Health Podcast is a 2021 recipient of a national Clarion Award from The Association of Women in Communications. Better Health took top honors in the Newspaper Regular Opinion/Editorial category.
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Have questions regarding the information found in this bulletin? Please contact your health communication consultant, Lance Thomas or James Tyree for assistance.
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