Challenge
To counter peer pressure and media messages which work to lure teens into using tobacco products and to make sure University of Iowa Hospitals and Clinics is showcased as the premiere hospital of the Midwest.

Solution
To empower teens in their anti-tobacco decision by developing a one-day conference with former U.S. Surgeon General Dr. C. Everett Koop.

Steps
• Invite Dr. Koop – secure a date
• Design a coloring contest entry form and submit to elementary schools within a 50 mile radius/prizes
• Design an entry form for junior high students for a poster contest and submit to schools within a 50 mile radius/prizes
• Design a logo that appeals to teenagers
• Design all collateral pieces and invitations – Sent to local middle school students and those invited to participate through the Iowa Communication Network (fiber optic network that links all schools in Iowa for interactive programming – used to provide extensive class alternatives to outlying areas)
• Design ads and promotional materials advertising the event – Used in all free publications throughout the University of Iowa Campus such as Hancher Auditorium (often Broadway productions and dance troupes perform in Iowa City – people come from the entire state)
• Invite PBS – Public Broadcasting to participate

Publicity
Media releases to all Midwest news outlets, ICN Network link, multiple and varied communications to schools, an opinion column submitted to all Midwest newspapers and medical journals around the country, and including Web site exposure through the University of Iowa Hospitals and Clinics and the University of Iowa Athletic Department Web sites.

Elements Included in Event
• University of Iowa Cheerleaders
• Herky the Hawk, University of Iowa mascot
• Had University of Iowa players and coaches speak
• Wrote a script for a play – High school theater students presented
• Asked the most popular area TV anchor to MC the event
• School and garage bands played throughout event
• Giveaways and exhibits (real lungs)
• Video messages on large video screens from popular teen icons: Bands, Movie stars, Models
• Ran the latest stop smoking campaign commercials from organizations around the country
• Recruited parents as volunteers from all area schools
• Prepared teaching plans for educators and distributed them across the state
• Held a media conference after event
• Sent thank you notes to all those involved

Media Tracking
• ABC affiliate
• NBC affiliate
• ABC affiliate
• PBS – national
• Channel 1 – national
• Fox
• CNN – national
• 8 major daily newspapers from the Midwest attended and wrote stories
• 12 weekly newspapers
• AP wire service picked it up
• 10 radio stations ran quotes and stories from the conference and event