Christchurch

 

1.1 Background

In 2006 Community and Public Health (CPH, a Division of the Canterbury District Health Board) was working with Hornby High School to develop a landscape plan for their local park. The students also decided it would also be good to make the park smokefree.

They approached Smokefree Canterbury (a collection of agencies meeting regularly to reduce the impact of smoking on the community), who took on the role of project leader. This set off chain of events that eventually led to a Smokefree Outdoor Public Places Policy making all playgrounds, reserves, sport parks and Council events, smokefree. So far, Christchurch is the largest city in New Zealand to approve such a policy.

1.2 Smokefree playgrounds Trial

Smokefree Canterbury began advocating to the local Community Board and soon secured its support. Central to this support was the lead taken by students from Hornby High School who helped to make the issue relevant to youth.

A formal project plan and steering group was developed by the Cancer Society and CPH on behalf of Smokefree Canterbury. The Community agreed to a trial of three playgrounds in Hornby going smokefree for the months May to July 2008.

Funding was obtained from the Partnership Health Primary Health Organisation (PHO) to scope a trial of four smokefree playgrounds in three parks in Hornby. An events and communications company was contracted to organise the trial launch event. The remaining funds were spent on signage, communications and promotional materials.

The launch of the trial was at a community event for World Smokefree Day (31 May, 2008) at one of the trial parks.

1.3 Promotion

A professional media company was engaged to arrange media releases, flyers and a YouTube competition for local schools. Smokefree signage was placed at each of the trial playgrounds.  A flyer was produced and distributed around community residences prior to the launch.

1.4 Media coverage

The launch received media coverage in local papers and on both local and national television. The Hornby High School students became spokespeople for the event and were heavily involved with the publicity. A six minute slot of positive coverage was secured on Campbell Live (a national daily current affairs television programme).

The key message promoted via the media was that smokefree playgrounds are about de-normalising smoking rather than banning it.  Great care was taken to stress the need not mention “a ban” in any media.

1.5 Community Survey

During the trial, Smokefree Canterbury conducted a survey of 150 people (most were interviewed at the World Smokefree Day event) from the community to gauge attitudes towards smokefree playgrounds and parks.

The results indicated there was strong community support, with 93 percent finding smokefree playgrounds acceptable and 75 percent finding smokefree parks acceptable, even to smokers.

These results were taken to Christchurch City Council in November 2008, which approved the idea of a smokefree policy. Smokefree Canterbury, in partnership with the Council, undertook extensive consultation with stakeholders, council staff, elected members and the community on developing a document outlining policy options.

In June 2009 Christchurch City Council introduced a policy to make all parks and reserves (including playgrounds and sports parks) as well as council-owned events in Christchurch and the Banks Peninsula smokefree.

1.6 Implementation

SFC Worked closely with the Council to implement the policy. A comprehensive communications plan was developed to make the community aware of the new policy and its key messages. This involved posters on large billboards, adshels near parks, radio, articles in number of community newspaper, CCC publications, smokefree announcements and on the big screen at CCC events.

A graphic was also designed for the project and used to promote the policy.

The bulk of the plan was implemented during the summer months 2009/2010.

Funding for the communications plan was obtained from the PHO and Community and Public Health.

1.7 Signage

Designing, funding and installing signage was always on the agenda for this project as it can be costly. However, SFC did not want this to hinder the project.

A solution was found in that CCC coincidently, was reviewing its signage policy to incorporate the new “no dogs” bylaw. The smokefree message was incorporated into the new park signs. The new park signs were installed as  part of annual CCC signage renewal programme.

There was no funding available for signs in sports parks.


1.8 Evaluation

A baseline survey of 400 residents was undertaken shortly after approval of the policy. The purpose of the survey is to understand the level of community awareness of the policy and changes in awareness and smoking habits as the policy is implemented.

CCC will be reviewing the policy early in 2012 with the possibility of extension to other public outdoor areas.

1.9 What worked well

Overall, the project is considered to be successful thus far. This can be mainly attributed to:

  • The collaborative work of the Smokefree Canterbury members with Christchurch City Council was a major factor in effectively carrying out both advocacy and trial preparation.
  • Development and implementation of a detailed and comprehensive communications and public relations plan
  • The identification of key champions within Council was also crucial.
  • This policy is progressive, allowing for its scope to be re-evaluated at some further time.
  • Sufficient funding was able to be obtained after  by in from key organisations.
  • The smokefree message was able to be incorporated into CCC parks signs.
  • A committed project team.

1.10 What could have worked better?

  • At the outset of the project, Smokefree Canterbury approached Council staff who were not able to make the necessary decisions. The initial stages of the project would have been more effective if how Council worked had been thoroughly explored first.
  • Project leaders believe the trial would have been better undertaken over summer rather than winter. This would have made it easier to promote as the playgrounds are used more over the summer period.
  • Having the same CCC staff develop and then implement the policy. CCC had different departments who were responsible for differing aspects of the policy which made it difficult for SFC to keep track of who was meant to be doing what.

1.11 Suggestions

The following suggestions came from key members of the Smokefree Canterbury team:

  • Be clear about what you want to achieve and who’s going to be involved. Get all necessary parties round the table for a collaborative effort – the message is stronger when it comes from the ‘sum of the parts’.
  • Seeking financial support for media and public relations is very important. 
  • Find a council ‘champion’ who can open doors for you. 
  • Keep people informed – a good communications plan is essential.
  • Thorough consultation with the community and stakeholders will point you in the best strategic direction to go with a smokefree policy.  
  • Establish a project group or steering group to keep you on track and to get new ideas.
  • Take time to understand council processes – this will help explain to others the steps required 
  • Look at the case for smokefree outdoor areas from a council’s perspective, i.e. how might they support council plans and strategies? 
  • Consider carefully what your project is trying to achieve and how you can best evaluate "success".
  • Get the Council to commit to review the policy to keep it current and on their agenda.


 

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FURTHER INFORMATION

Martin Witt
Manager, Health Promotion and IT Services
Cancer Society of New Zealand
Canterbury West Coast Division
246 Manchester Street
Christchurch
Email: martin@canty.cancernz.org.nz

Heather Kimber
Community and Public Health
Email: heather.kimber@cdhb.govt.nz