2. Engaging Inuit youth in tobacco use reduction
using video stories on quitting
Authors: Catherine Carry, Kendra Tagoona,
Denise Rideout, Alana Kronstal, Stephanie Chess
7th National Conference on Tobacco or Health
Nov. 1-4, 2011

3. Background
• National Aboriginal Health Organization (NAHO) -
Aboriginal-designed and -controlled body.
• Inuit Tuttarvingat - Inuit-specific centre at NAHO.
• Participates in knowledge development opportunities
and knowledge translation activities.
• Prepares multi-media knowledge tools and products
related to specific issues and the broader determinants of
health for public use.
All photos © NAHO

4. Background cont’d
• Inuit Tobacco-free Network (ITN) developed in 2009-10 with
funding from Health Canada’s Tobacco Control Program (TCP).
• Purpose: to increase sharing of knowledge and experiences
related to tobacco use reduction in Inuit communities.
• Project guided by the National Inuit Tobacco Task Group
coordinated through Inuit Tapiriit Kanatami (ITK).
• Tools: Public website and e-mail listserv.
• Engage in project activities, research and other partnerships.
Hopedale,
Nunatsiavut

5. Youth Video Project (Part I)
• Hired Kendra Tagoona (co-author): Coordinate web research,
develop web content incl. videos, do content management for
ITN website.
• Had quizzes and other school relevant content, but
wanted to engage youth in product development.
• Using our networks incl. the National Inuit
Youth Council, identified five youth in the four Inuit
regions and Kendra for filming Inuit in Ottawa.
Kendra Tagoona, web
and video project
coordinator

6. Youth Video Project
Methods
Mailed/e-mailed to the youth:
• A brief project overview and a contract to sign.
• Consent forms for subjects.
• A Flip video camera to use and keep loaded with a short
tutorial on how to get good footage and sound.
• A USB stick for storing/returning footage.
• One page of flexible guidelines for collecting
interviews on experiences about tobacco use
and quitting in their respective communities.
Nunavik high school student and
videographer, Vicky Chevrier

7. Youth Video Project
Methods cont’d
• Video content: real life stories by Inuit who have been
affected by smoking and/or quit or trying to quit.
• Film editor: seven short videos in the Inuit
language/ English, an introductory clip and
a public service announcement.
>Added music, graphics and archival
public footage to increase appeal.
• Videos: posted on YouTube, and
Inuit film site (ISUMAtv) with links
on the ITN website.
Photo from the “Pangnirtung
Youth” video

8. Inuit Tobacco-free Network (ITN)
Youth Video Project (Part II)
Smoke Stories: Quit Clips by Inuit Youth
Video Screening Contest
in Nunavut classrooms – February-March 2011
Iqaluit kids in an igloo

9. Smoke Stories: Quit Clips by Inuit Youth
Video Screening Contest
• Goals: Increase youth viewing of the quitting videos;
Encourage students to think seriously about the decision to
smoke and to think about quitting, if they had already started
to smoke.
• Partner: Government of Nunavut (GN-HSS) - Ainiak Korgak,
Manager, External Public Health Relations and staff funded by
Health Canada (TCP).
• Contest informed by evaluation of Territorial
Smoke Screening Program run for a number of
years in YK, NWT and NU schools.
Photo from ‘Selma’s Story’ video

10. Smoke Stories: Quit Clips by Inuit Youth
Video Screening Contest cont’d
• Developed promotional info and press release, and teacher’s
package: a teacher’s guide incl. a student viewing form, a class
results form, and prize structure.
• Launched contest registration for Grade 7-12 classes in
Nunavut schools during National Non-Smoking Week in January
2011.
• Prizes were for classroom participation not individual students:
31 Flip cameras; ten $500 and one $750
Amazon gift certificates through a draw.
• GN staff e-mailed and called schools:
175 classes registered by the deadline;
viewing packages mailed.
Photo from ‘Elders’ Perspectives’ video

11. Video Screening Contest cont’d
• For each video, the student viewing form asked if the
video would be good for airing on CBC North TV or not?
• Teachers were to:
- screen videos in the Inuit language or English.
- have students determine their favourite for TV.
- hold a discussion with students.
- rate statements on overall class
responses.
- respond to statements/questions.
- fax or e-mail results form.
Photo from “Nain Youth” video

12. Video Screening Contest cont’d
Challenges:
• Funding period too short – allowed only one month for
viewing/voting.
• Results deadline extended one week due to:
- Winter weather delayed postal delivery of viewing
packages to many communities.
- Many teachers attending conferences during voting
period.
Results:
• 38 class viewing results received by the final
deadline – less than 1/3 of the registration.
• Averaged estimates indicate between
380 and 760 students participated.
Photo from winning video “Quitting”

13. Video Screening Contest
Results cont’d
From 37 completed results forms reflecting teacher impressions
Teachers agreed/strongly agreed that:
• The videos made students aware of how difficult it is to quit – 84%.
• The videos made students aware of the harmful effects of smoking – 76%.
• Their students were interested in a discussion after watching the videos – 75%.
• The videos made students consider the
possibility of quitting – 73%.
• The videos made students aware of quitting
strategies – 70%.
Fall in Nain, Labrador

14. Video Screening Contest
Results cont’d
Teachers agreed/strongly agreed that:
• Their students related better to Northern made videos than to
international anti-smoking ads – 62%.
• The video made students aware of where to find help with
quitting – 62%.
• The videos reinforced students’ decisions not to
start smoking – 51%.
• Watching these videos has made students decide
to quit – 38%.
Arctic cotton

15. Video Screening Contest
Results cont’d
• Do you feel that prize incentives are necessary to encourage
participation in Tobacco Reduction education? Almost 60% of
teachers said ‘yes.’
• Were the prizes appropriate? Almost 70% said ‘yes.’
Teacher comments (30/37 gave comments):
• More videos, personal perspectives.
(The videos were awesome!)
• Prizes & incentives of non-smokers &
quitters.

16. Video Screening Contest
Results cont’d
Teacher comments cont’d
• Live speech by someone severely affected by smoking.
• Students expressed that graphic videos are more effective
than personal stories, [the] videos are too long and too slow to
keep attention of youth.
• Students … didn’t like any or choose a winning video.
• More visits from Community Health Representatives to talk
about it.
• Snuff is more of a problem than smoking (5/18 smoke, 9/18
use snuff).

17. Video Screening Contest
Results cont’d
• More videos and worksheets that student from the North
relate to – ALL my students smoke.
• Videos not suitable as TV commercials.
• More Smoking Sucks booklets – are using it now, and
students say they want to quit.
• Gum, patch, cold turkey, gym activities.
• Incentives: not necessary but definitely a good use of
government $.

18. Video Screening Contest
Results cont’d
Winning Video – “Quitting”
• Announced through a press release to Nunavut.
• CBC North TV ad space purchased.
• Two minute excerpt broadcast in both the Inuit language
and English over two weeks in March 2011.
• “Elders’ Perspectives” video almost tied with “Quitting.”

20. Video Screening Contest
Learnings
Things that went well:
• Offering Inuit language and English versions.
• Flip cameras and Amazon gift certificates.
• Providing teacher’s guide and simple fax back class results form.
• Class prizes spread benefit.
• One class result form reduces administration.
• Partnering with GN-HSS – they already had relationships with
Nunavut schools.
• Media coverage.

21. Video Screening Contest
Learnings cont’d
Things to change:
• Similar contest in the North needs six months, not three.
• Make 1.5 - 2 minute video stories, not 3 - 5 minute ones.
• Spend more time/money on ‘souping up’ the videos.
• Include a handout on quitting strategy messages and info on
where to get quitting help.
• Target more Gr. 7-8 classrooms, if messages include prevention.
• Engage an Inuk youth role model as a champion.

22. Videos, contest documents and results report available at:
www.InuitTobaccofree.ca
Join the ITN at: itn@naho.ca
Thank you.
For more info:
Catherine Carry, Senior Program Officer
Inuit Tuttarvingat, National Aboriginal Health Organization
220 Laurier Avenue West, Suite 1200
Ottawa ON K1P 5Z9
Direct Line: 613-760-3515
E-mail: ccarry@naho.ca