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| CLIENT: |
Indiana Tobacco Prevention & Cessation Agency, Indiana High School Athletic Association & Network Indiana |
CHALLENGE:
Tobacco is a leading cause of preventable death in Indiana. Knowing many lifestyle decisions are
made early in life, special efforts are made to reach and educate high school students about making
healthy lifestyle choices. The Indiana Tobacco Prevention Cessation (ITPC) agency was created in
Indiana as part of the master settlement agreement with tobacco companies nationwide. The
formation of ITPC permitted the much needed resources to conduct comprehensive education,
prevention, and cessation efforts across Indiana. A portion of these resources allowed for the
creation of an extensive tobacco prevention campaign in Indiana high schools spearheaded by the
IHSAA.
 SOLUTION:
Emmis Community Outreach saw ITPC's need to reach young people across Indiana with the anti-tobacco
message as well as the Indiana High School Athletic Association's (IHSAA) work to cultivate high
school athletes to be good team players on the field, in the classroom and in life. Bringing the
two organizations together yielded a statewide tobacco prevention effort through the high schools
and the local community. The partnership with Emmis Community Outreach, ITPC and the IHSAA
blossomed to reach students statewide; more than one million Hoosiers were impacted by radio
messages on Network Indiana alone!
The overall tobacco prevention campaign included print collateral in the schools to reach teachers,
coaches, students, classroom and sports anti-tobacco messaging, a statewide radio campaign and
more. The joint venture with Emmis Community Outreach allowed former IHSAA athletes, who are now
community leaders, to share their stories on Network Indiana and encourage high school students to
lead tobacco free lives.
RESULT:
Emmis Community Outreach was pleased that this partnership with Indiana Tobacco Prevention and
Cessation and the Indiana High School Athletics Association took the important anti-tobacco
message into schools and communities statewide. These efforts, in conjunction with others across
the state enabled Indiana to experience a 26 percent decrease in youth start up rates.
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