«Here we are» – Smoke-free places
Denormalize the consumption of (e-)tobacco products at and around schools together with vocational and middle school students.
Background
The consumption of (e-)tobacco products is often still seen as normal in various pleasure-oriented social settings. Young people in particular are strongly influenced by their social environment and the perception of what is considered normal. The increase in e-cigarettes could lead to a renormalization of classic tobacco products. Against this background, the participatory and scientifically based pilot project “Here we are” aims to denormalize the (e-)tobacco consumption at public places relevant to youth.
Reference project «REACH – Target group profiles in tobacco prevention»
This sub-project forms part of the reference project «REACH – Target group profiles in tobacco prevention».
Objectives
The main goal of the project is the development and testing of health-promoting measures to denormalize the consumption of (e-)tobacco products. The focus is on vocational and middle schools and their immediate surroundings in the city of Basel. Special attention is paid to the two segments of young people who are characterized by being social and self-confident and having a smoking environment or being rebellious and risk-taking and having a low future orientation. These segments make up 37% of the youth population and also have a high smoking prevalence.
Method and procedure
The project builds on the segmentation of the REACH project of the Tobacco Prevention Fund (TPF). The measures are developed participatively with the young people and an advisory board consisting of youth workers, scientists, and project leaders from similar TPF projects. The impact of the measures is evaluated through surveys, observations, and objective data, such as the number of cigarette butts per week and school.
Results
Follow-up project «re:norm»
The «re:norm» project aims to denormalise the consumption of tobacco and nicotine products in school settings and to strengthen health-promoting norms in the long term.
Project organisation
Project management
- Prof. Frank Wieber, Deputy Head Research, ZHAW School of Health Sciences, Institute of Public Health
- Prof. Steffen Müller, Co-Head Institute, ZHAW School of Management and Law, Institute of Marketing Management
Project team
- Dominique Truninger, ZHAW School of Health Sciences, Institute of Public Health
- Dr. Jesse Bächer, ZHAW School of Management and Law, Center for Consumer Behavior
- Dr. Nina Heim, ZHAW School of Management and Law, Center for Consumer Behavior
Project partner
- Dr. Bettina Höchli, University of Bern, Institute of Marketing and Management, Department Consumer Behavior
- Dr. Gilles Chatelain, The Behavior Lab GmbH
- Dr. Dominik Egli, Construction and Transport Department of the Canton of Basel-Stadt
Client
- The project was commissioned by the Tobacco Control Fund TPF.
Project duration
- 01.11.2023-31.01.2025