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Lynn Ong



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    OA10 - The Slow Pandemic – Tobacco Control in the Prevention of Lung Cancer (ID 170)

    • Event: WCLC 2020
    • Type: Oral
    • Track: Risk Reduction and Tobacco Control
    • Presentations: 1
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      OA10.06 - Achieving the Tobacco Free Generation Endgame: #1 Reimagining the Implementation of Better Mass Tobacco Prevention Education (ID 1039)

      10:30 - 11:30  |  Presenting Author(s): Lynn Ong

      • Abstract
      • Presentation
      • Slides

      Introduction

      In the last decade, the tobacco endgame vision has gained increasing discourse, especially the Tobacco Free Generation (TFG) concept. The original TFG ideology proposed phasing out tobacco products amongst generations born in and after a certain birth year, specifically 2000. The ideology has transformed into a social movement that is anchored on educating and activating these generations to be tobacco-free.

      Methods

      Since 2012, we have produced education content to activate these generations. Video competitions were organised, where youths created videos voicing their opinions about TFG under mentoring by medical students in 2013, and without mentoring in 2014. As the TFG social movement gained international interest, youths from the Philippines and South Africa came on board to produce videos from 2016 to 2019 under the guidance of medical doctors. Videos were uploaded onto social media for public viewing. Video themes were analysed against World Health Organisation’s core components of tobacco prevention education using qualitative data analysis software Nvivo.

      Presenting on TFG at schools is essential to our TFG education model. A key feature of our school programme is based on the WHO’s concept on replacement smokers, who are youths targeted by tobacco companies to replace smokers who quit or die from smoking and smoking-related diseases. Understanding this concept supplements the important life skills needed to resist negative peer pressure. As an outcome measure of our education model, we conducted cross-sectional studies on 1201 students, aged eight to 19 years old, from 13 elementary and secondary schools who attended these programmes.

      Results

      Thirty-four videos were produced. Videos produced under mentoring demonstrated more positive themes (good life skills, changing social norms, creating a generation’s identity), and fewer negative themes (including smokers’ guilt, antagonism against smokers). Our TFG education content included international languages with contextualisation for local communities to embrace the TFG concept strongly.

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      A clear majority (90%) supported the TFG concept, significantly higher than previous papers by Khoo in 2010 (70.4% support) and Trainer in 2016 (75% adults, 68% youths support) when surveys were conducted based on ideology support without prior education on TFG concept. 96% students were convinced that smoking is dangerous to one’s health; 97% were determined not to become a replacement smoker.

      Conclusion

      It is important to have optimised, compelling education materials prior to achieving any tobacco endgame. The TFG social movement reimagines a new educational approach for a non-antagonistic tobacco endgame strategy. Achieving zero smoking prevalence in future generations is now possible.

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