The 13th World Conference on Tobacco OR Health

Objective: To establish a baseline prevalence rate for smoking in the Gay, Lesbian, Bisexual, Transgender (GLBT) Community, ages 19-35 yrs., in Vancouver. To use Mass Media in persuasion of GLBT's to contemplate smoking cessation. To provide connections and information on local support systems for smokers wanting to quit smoking.

Methods: An online and paper survey was used to collect preliminary figures on smoking, among GLBT's, in the specified age group in Vancouver. Direct interception with surveys at the Pride Parade festivities, with the target population, accomplished a stronger, more random and improved gender/age sampling for analysis. Mass Media images were developed from local, recognizable, sometimes celebrity GLBT's from the community. Our focus was the use of real people, bright colours, humour, and positive messages. Advertising strategies included the local gay newspaper, and two primary mainstream community publications. A Proud to Quit website was set up. Billboards and large bus shelter ads were placed in strategic areas of the gay community. Posters and promotional materials were present at many community events. Quit Kit guides were distributed throughout gay community venues.

Results: The Proud to Quit Campaign survey findings showed significantly higher rates of smoking among GLBT's. The preliminary figures indicated 36% of the population are smokers. The Pride Parade survey yielded figures of 38%, in a broader, random sample. Responsiveness to the Mass Media was strong, based upon website hits, online comments, registrations of quit dates and cessation group sign-ups, as well as online survey completions, community challenge and prize draw.