Tobacco Cessation Marketing and Education Campaign
Quit Tobacco—Make Everyone Proud is an integrated marketing and education campaign particularly aimed at junior enlisted active duty personnel who have the highest rates of tobacco use. It is available to active-duty service members, Veterans, retirees, and their family members and is sponsored by the U.S. Department of Defense (DoD)/TRICARE® with collaboration from the Department of Veterans Affairs (VA). As DoD policies continue to restrict tobacco use, there is a greater need for positive education approaches (cessation interventions) and supporting tools and resources. Comprehensive tobacco-control programs have shown that using a number of different strategies simultaneously, including educating individuals about the harmfulness of tobacco use along with offering support tools and resources, help those who do use tobacco to stop.
All TRICARE-eligible beneficiaries and VA enrollees can get smoking and smokeless tobacco cessation support through DoD’s award-winning Web site, http://www.ucanquit2.org . The site offers interactive, Web-based tobacco cessation training (www.ucanquit2.org/train2quit.aspx), real-time live encouragement with trained tobacco quit coaches through 24/7 Live Chat services, customizable quit plans and calendars, text quit tips, a savings calculator, games, and much more.
Weight Management Program
Childhood obesity is a serious problem in the United States as well as within the Military Health System. As part of a White House initiative, a Department of Defense Childhood Obesity Working Group was formed to allow collaboration between the Services and the other areas of the Department of Defense that work on issues that impact military children and their families. Led by Military Community and Family Policy and Health Affairs, this group is working on initiatives through the schools, child care centers, commissaries and exchanges, recreation centers, and both the direct and purchased care segments of TRICARE. Guided by the recommendations in the White House Task Force on Childhood Obesity Action Plan, “Solving the Problem of Childhood Obesity Within a Generation”, released in May 2010, the activities of the working group will focus on making healthy foods more available and convenient, helping health care providers identify and treat children who are overweight or obese, and providing education to families on ways to reduce screen time and help their children be more active and make good food choices.
TMA's Get Fit website (http://www.tricare.mil/getfit/) has information for both adults and kids on healthy eating and improving physical activity. It provides information and resources, including links to other Websites that promote these goals, such as the First Lady’s “Let’s Move” campaign and USDA nutritional information highlighting, the 2010 Dietary Guidelines.
That Guy Campaign
That Guy is the Department of Defense/TRICARE Management Activity’s multi-year, integrated communications campaign with goals to: 1) raise awareness of the negative effects of excessive drinking and 2) shift attitudes about binge drinking and 3) help reduce binge drinking among junior enlisted personnel ages 18 to 24 among all branches of service. The innovative, non-traditional marketing campaign uses humor and a peer-to-peer approach to reach the target audience with messages that remind them: “Don’t Be That Guy.” This research-driven campaign combats binge drinking through a coordinated series of online and offline efforts including advertising and promotions, viral marketing, a Web site (www.thatguy.com), social media such as Facebook and YouTube, public service announcements (PSAs), collateral materials, and special events. Recent results from the Department of Defense’s largest survey of Health Related Behaviors Survey (HRB) showed a decrease in binge drinking among the target audience. Findings also showed lower rates of binge drinking at installations where the That Guy campaign was implemented, compared to “control” installations where there was no That Guy activity.