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Promoting the Initiative

Well-planned promotion of the tobacco-free campus (TFC) initiative will help employees become aware of the initiative and its benefits and reduce the number of questions received from employees. A communication plan is critical for providing your planning committee, partners, and management with the most current information about your plans to promote the TFC initiative. This section will discuss:

Developing a Communication Plan

Developing a communication plan and timeline is advisable for smooth implementation. The communication plan can be developed in parallel with the previous steps in this toolkit so that it is ready for use when the planning phase is complete. You may want to consider developing separate communication plans for the policy and cessation services components of the initiative in case the components are not implemented simultaneously.

Communication Plan Components
• Project name
• Sponsoring departments
• Contact person
• Issue to be addressed
• Project goals and objectives
• Target audiences
• Prelaunch communication strategies
• Ongoing communication strategies
• Timeline for implementation
• Evaluation plan

Below are some sample questions that will help you develop your communication plan:

See the example templates (TFC Cessation Services PlanPDF file (PDF-140k), TFC Policy Implementation PlanPDF file (PDF-136k)) for guidance in developing your communication plan(s). The information in this section and the following sections should help you work through this template for your specific situation.


Key Communication Messages

When promoting cessation services to your employees, take an empathetic approach that recognizes the power of nicotine addiction and focuses on offering support to tobacco users who want to quit. Be careful to avoid stigmatizing tobacco users. Provide information on the cessation services that are available to employees through the organization and their health plan and direct employees to free health education resources (e.g., www.smokefree.gov) and your state’s quitline, which can be accessed by calling the National Network of Quitlines (1-800-QUIT-NOW, 1-800-784-8669). Promotional materials should also include contact information so that employees can ask questions and request additional information while maintaining their confidentiality.

Communications and publicity about the policy should clearly explain its rationale and provisions. Specifically spell out where and when the policy does and does not apply. Reiterate the organization’s commitment to helping tobacco users who want to quit and refer employees to additional sources of information on cessation services.


Potential Communication Strategies

Communication strategies will be influenced by the size of the organization, the number of campuses, and the amount of education needed (as determined by the employee survey). Consider distributing promotional materials and information through various channels. Develop strategies that are specific to and appropriate for each component of the initiative, but look for opportunities to promote the initiative as a whole, and its pro-health message.

General Strategies

Cessation Services Strategies

Policy-Specific Strategies


Next Steps

After you have completed the communication plan(s), your next step is to plan for the implementation of your TFC initiative and prepare for its ongoing operation.


TFC Example Tools


Other Helpful Information

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Page last reviewed: May 22, 2007
Page last updated: May 22, 2007
Content Source: Division of Nutrition, Physical Activity and Obesity, National Center for Chronic Disease Prevention and Health Promotion