Francophones and Tobacco Use in Canada Lessons Learned From the Tobacco Demand Reduction Strategy 1994-1997

2.0 Key Lessons Learned from 1994 to 1997

2.4 Lesson IV - The need to reflect basic values and life priorities

To be effective, programs and campaigns must reflect the basic values and life priorities of Francophone smokers and be tailored in such a way as to strike the chords most likely to influence attitudes and behaviours.

2.4.1 Francophones dislike current approaches and messages

What is very striking among Francophones is the large number of smokers who say they want to quit smoking and have tried in the past. The ironic twist, however, is their intense dislike of anti-smoking approaches and messages. These are perceived as being holier-than-thou, i.e. moralistic and judgmental. This approach is a direct affront to one of their most basic values, i.e. smoking is a personal choice and an individual right, and to their culture which is more permissive in regard to smoking and lifestyle.

The following is a summary of key lessons that have emerged from various experiences over the years about how best to approach Franco-Canadians.

• Change the thrust of the anti-smoking message
  The information being conveyed is too negative. People want encouragement.
• Offer practical solutions
  Besides chewing gum and drinking water, what can be done to replace the feelings of pleasure and freedom associated with smoking?
• Provide realistic content
  Francophone teens in particular view ad content as ridiculous and unrealistic; they can also sniff out a translation in a second. They want humor and impact.
• Tackle the issue from a broader perspective
  The current focus should be broadened to include other key aspects, e.g. stress management, nutrition, self-esteem.
• Make use of the targeted community's resources
  Instead of using the usual channels, tap into the Francophone community's networks, vehicles and make contact with its leaders.
• Form alliances
  The vast majority of Francophone smokers say they would quit smoking if it came from their doctor, or another respected health professionnal. Find ways of partnering with the community's health care providers.

The social marketing how-to guide entitled "Franco-Ontarians and Their Health: Knowing What to Look for", published by the Ottawa-Carleton Health Department in 1995, offers a number of other useful tips.

• Tell a story
  Rather than relate facts and statistics embedded in a message of "don't do this or that", convey the message in simple, colorful language.
• Strike the right cultural chord
  For example, Franco-Ontarians are very down-to-earth and dislike the use of "flowery" language. They far prefer social contact to written messages, and must first trust the messenger before accepting the message.
• Translate messages into images that reflect the cultural reality
  People always respond better to images that reflect their culture, language, way of being and view of life.
• Establish an interpersonal link
  Franco-Canadians rely heavily on word-of-mouth and social contact to keep in touch with the world around them.

2.4.2 No single approach or resource suits all Francophones

A striking characteristic of Francophone smokers is their pride, in this case, pride in being able to quit on their own or to stop "cold turkey." If they were to seek a form of support, it would most likely be limited to an information session on the effects of withdrawal and what to do. However, research tells us that many of them are heavily addicted to nicotine. Survey data from 1994 showed that 13% of Francophone smokers smoked more than 25 cigarettes a day.

Research also tells us that no specific form of support would suit all Francophone smokers or even a majority of them. However, they have stressed the need for more promotion of locally available cessation resources. In their opinion, this would be a far more constructive approach than endlessly telling them to stop smoking.

2.4.3 Training, tools and networking wanted

To be effective in a Francophone community, health promotion officers, communicators, promoters and marketers need to be properly trained, well-equipped and have access to networking opportunities.
There is broad recognition that more prevention, protection and cessation efforts are needed, especially with respect to the higher-risk Francophone groups such as youth and women. However, steps must first be taken to properly train and equip front line people. Skill and knowledge-building workshops, information dissemination, the sharing of lessons learned and networking are key to helping those involved in the movement for tobacco control play their role to the fullest extent possible.

Workshops held in Bathurst and St. Boniface in 1995 provided an opportunity to discuss specific needs and issues which included:

• The difficulty of finding and connecting with other health promoters, communicators and marketers involved in the Francophone tobacco control movement;
• The importance of offering discussion forums and think-tank sessions to build on basic knowledge, acquire new skills and tools and share lessons learned;
• The regular sharing of practical tips and information that can be tested and/or put to good use in different communities.

The importance of continuing the development of an inventory of existing resources, both human and material, was also stressed. The inventories developed through the Price Waterhouse study ⁽⁴⁵⁾ are a starting point worth pursuing. Steps should be taken to ensure that the resulting directories of what's available also list existing French-language projects and resources, in addition to bilingual and English-language materials.

Furthermore, efforts should be made to identify Francophones involved in various networks of the tobacco control movement as well as their field of expertise.