Students at the City of Bath College are being encouraged to question the misconceptions they have about smoking.
An innovative smoking prevention campaign has been launched to challenge the student assumption that most of their peers smoke.
A recent college survey of 325 students revealed they thought 52 per cent of their peers smoked when in reality only 28 per cent of students are smokers.
The campaign – which has the key message that ‘seven out of ten students don’t smoke’ – aims to change common perceptions about smoking habits.
Over time it is hoped that students will realise non-smoking is the ‘norm’ and this will delay or prevent their uptake of smoking.
A follow-up survey will be carried out in about a month’s time to see if the high-profile campaign has been successful in changing people’s views. The college hopes to reduce the perceived number of smokers from 52 per cent to 42 per cent.
City of Bath College Activities Leader Scarlett Mosnier said students may wrongly think a higher number of their peers smoke because of boasting.
She said: “It’s about changing people’s perception of smoking with a positive message.
“Students think 52 per cent of students smoke while in reality it’s only 28 per cent. That’s seven out of ten students who don’t smoke.
“Students often think most people around them are smokers. We want to show students it’s more popular not to smoke than to smoke.
“Our primary goal is to correct people’s perception of smoking and change the way they think.”
The ‘seven out of ten students don’t smoke’ campaign message is now on posters and banner stands around the college, on the student intranet and a Facebook page has been created.
Branded T-shirts are also being made and the college coffee shop is to start using branded paper cups.
The campaign is being funded by the Primary Care Trust as part of the Director of Public Health Award, which aims to show shows that staff and students can create healthy outcomes.
It comes just weeks after staff were awarded a Healthy Further Education Certificate for meeting the rigorous online self-assessment framework to raise the health and well-being of students.
Scarlett added: “When students leave school and come to college, they often feel grown up as there is a smoking area and they are able to walk off the premises and into shops to buy cigarettes.
“This is why our campaign is a very visual thing to try to grab their attention.
“The long-term aim is to help smokers stop or cut-down but for the time being we want to stop people taking up smoking. We are showing people that it’s not the norm.”
Many students who already smoke said they did so due to peer pressure and the social aspect. They are now being advised to pick up a quitting pack and ‘ignite a conversation’ with the college nurse.
The survey found 80 per cent of students smoked roll-ups, 21 per cent of students have started smoking since joining college and 65 per cent wanted to quit.
The campaign’s eye-catching artwork has been designed by Level 3 graphic design student Darcey Beau.
