Background:

Tolerance and acceptance of smoking indoors by consumers is common in Greece, and for the most part, authorities turn the other cheek in enforcing long-standing legislation banning smoking in enclosed public places.

Focus of the Article:

This case study describes the “Trikala Quits Smoking” initiative, which was designed to enforce smoking legislation in Trikala, creating a new social norm to counter the national indifference to enforcing the law regarding smoking indoors. Declared a smart city three times since 2009 and considered one of the most digitally progressive cities in the country, Trikala presents a good example of how to achieve behavior change in a high-context culture. This article outlines the processes used and the lessons learned to achieve the long-term goal of protecting adults and children from the effects of indoor second-hand smoking (SHS) by changing perception and acceptance of indoor smoking by the community, business owners, and local government.

Program Design/Approach:

A citizen co-creation approach was used to design the program to attain community buy-in and change existing social norms. The Socio-Ecological Model guided this process. It engaged upstream, midstream, and downstream stakeholders, including medical professionals, commercial business owners, the municipal leadership, and citizens to initiate the change. The deCIDES framework was used to guide project implementation. Planning for the initiative started in January 2017, with implementation commencing September 2017 and the project ending June 2019.

Importance to the Social Marketing Field:

This case study is the first documentation of social marketing in Greece. Implementation of this initiative shows the value of social marketing in changing social norms for high-context cultures.

Methods:

Primary data were gathered using a citizen-orientated information gathering process consisting of open community meetings, closed group stakeholder meetings, and project member meetings. Data from the city council regarding the number of fines issued to businesses provided evidence of the intervention’s success.

Results:

Before the start of the intervention, less than five percent of businesses were compliant with the law; after implementation, 90% of the businesses were compliant. Over 1,200 inspections took place, and only 50 fines for lack of compliance were issued over 18 months. The initiative was deemed successful in banning smoking in enclosed public spaces and shifting social norms about SHS. In late 2019, a national ban on smoking in enclosed public places was enforced by the newly elected parliament.

中文翻译：

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“ Trikala戒烟”：一项公民共同创造计划设计，旨在加强希腊封闭式公共场所的禁烟规定

背景：

在希腊，消费者对室内吸烟的容忍度和接受度很普遍，而且在很大程度上，当局在执行长期禁止在封闭的公共场所吸烟的立法时，另当别论。

文章重点：

本案例研究描述了“ Trikala戒烟”倡议，该倡议旨在在Trikala实施吸烟立法，从而创建了一种新的社会规范，以应对全国对在室内吸烟的执法无视的冷漠态度。自2009年以来，特里卡拉（Trikala）被宣布为智慧城市，自2009年以来已三度被评为智慧城市，并被认为是该国最先进的数字城市之一。本文概述了通过改变社区，企业主和社区对室内吸烟的认知和接受程度来实现保护成年人和儿童免受室内二手烟（SHS）影响的长期目标的过程和经验教训。地方政府。

程序设计/方法：

使用公民共同创造方法来设计程序，以实现社区认可并改变现有的社会规范。社会生态模型指导了这一过程。它邀请了上游，中游和下游利益相关者，包括医疗专业人员，商业企业主，市政领导和市民来发起这一变革。deCIDES框架用于指导项目实施。该计划的规划于2017年1月开始，从2017年9月开始实施，该项目于2019年6月结束。

对社会营销领域的重要性：

该案例研究是希腊社会营销的第一篇文献。这项计划的实施表明了社会营销在改变高语境文化的社会规范中的价值。

方法：

使用面向公民的信息收集过程来收集主要数据，该过程包括公开社区会议，封闭小组利益相关者会议和项目成员会议。市议会有关向企业开出的罚款数量的数据提供了干预成功的证据。

结果：

在干预开始之前，不到百分之五的企业遵守法律。实施后，有90％的企业合规。进行了1200多次检查，并且在18个月内仅发出了50笔不合规的罚款。该倡议被认为在禁止在封闭的公共场所吸烟和改变有关SHS的社会规范方面取得了成功。在2019年末，在封闭的公共场所吸烟禁令的国家是由新当选的议会执行。