Rendez-vous 140
Friday, June 21 2002
Barbara is Coordinator for the Navajo County Tobacco Education and Prevention Program
Producer and host of the weekly radio talk show: Tobacco Talk, Show Low , Arizona, USA
Thank you Barbara for accepting our rendez-vous. May I ask you to introduce yourself ?
Barbara Bruce: Thank you, Philippe, for inviting me to be a part of Rendez-vous. Allow me to introduce myself with a bit of background information that illustrates the circuitous route I traveled to get to my current destination. As a resident of The White Mountains of Arizona, a beautiful place to "get away from the heat," I work for two different entities. I am the Program Coordinator for the Navajo County Tobacco Education and Prevention Program.
As a Certified Cessation Specialist/Instructor/Observer with the program I facilitate adult cessation classes at the County Health Department. Additionally, as Associate Faculty at Northland Pioneer College, I conduct cessation classes at the college, whereby a college credit is given for completion of the class. I also free-lance with Petracom Media ( a Division of ABC News and owner of six local radio stations in our area, 3 A M and 3 FM), producing and directing a weekly local community affairs show . This show is in addition to the tobacco radio talk show I host. Being in a rural community, these positions actually compliment one another, enabling me to reach businesses and individuals regarding tobacco education and cessation services.
Prior to becoming involved in the Tobacco Program, my background was hotel management and legal.
When the first job for Adult Cessation was posted with the County in 1998, I saw it and intuitively knew that it was MY job. So many people applied for the job that I wrote a poem about tobacco and weight control so that I would be remembered. It worked! I was one of the fourteen finalists given an opportunity to give a 15 minute presentation on the subject of my choice. With only an evening to prepare, I walked around K-Mart (we only have a few stores in our area for shopping) hoping to find some sort of prop that might inspire me. I spied just the right thing: the new Pepsi One six foot display - a cowboy with a bandana around his neck, a holster around his waist, and ready to blast anyone with a Pepsi One in one hand and a Mountain Dew in the other. His boots were visible and between his chest, and just above his boots, his body was covered with a distorted reflective shield similar to a mirror. After persuading K-Mart to loan me the display for the job interview, I loaded the cowboy in the back of my pickup truck and headed home to write the winning presentation. Though the subject was my choice, I felt it had to be on TOBACCO. Knowing the Marlboro man met his demise due to his tobacco use, I decided that the subject would be Tobacco and Self Esteem. Arriving at The Health Department for the interview with my Cowboy in hand (modified for the interview), it was evident from the facial expressions of the other interviewees that they wondered what I was there for. When the time arrived for my presentation, I hauled in my display. The Pepsi One and the Mountain Dew had been replaced with a pack of Marlboros and a pack of Kools. In closing, I stated that the Marlboro Man was the envy of every man and the dream of every woman, but had low self esteem, stuffing his feelings by using tobacco. I invited each member of the panel to step forward to look into the distorted mirror, reflecting the distorted sense of self one experiences when using a smokescreen, to deal with their real issues and not loving themselves. I got the job!
I had to have the job. I smoked for 23 years and after 3 real serious attempts I finally became a nonsmoker. I knew what it was to smoke and what it took to quit - plus, my husband died at 46 because he COULD NOT give up his addiction to tobacco. Because the timing was right, I knew that I could truly make a contribution toward helping others give up this deadly habit. I knew that I possessed the understanding, the enthusiasm and the passion to truly make a difference for the addicted smokers of this world!
Q1. When and why did you start your "TobaccoTalk"?
Barbara Bruce: After becoming Certified in several Stop Smoking Programs as a facilitator and beginning the first Cessation Classes in the County, I knew, as a former smoker, that everybody wants THe QUICK FIX. I had begun the first Zyban Patient Assistance Program in the State in our County and people came out in droves. Sometimes there was standing room only. I also knew that if we were to be successful, we had to get the word out about tobacco's devastating effects. I needed to be heard. I also knew that "quitting for the kids" was not working and I had an idea focusing on pets.
Early in 1999 I explored the idea of a radio show with my supervisor. We went to a local station and spoke with the Operations Manager. I told him I wanted to have an hour radio show - the first half hour would feature a guest that I would interview and the last half hour would be allocated for listener to call in with questions and comments. I also wanted a co-host - Windsor, The St. Bernard who would assist with communicating the 4Ds to the audience - primarily DEEP BREATHING, which he did quite well. Windsor's message to the audience was, "if you won't quit for the kids, quit for us pets, we have a lower life expectancy." The Manager wanted to know how much experience I had in radio. The answer, of course, was NONE. He informed me that it was most difficult to do a 15 minute interview, let alone an hour. I assured him I could do it. He said he was sorry but they just couldn't do a show like that. We thanked him for his time and as we were exiting, he stopped us and said he didn't know why, but he was going to give us a chance. We agreed on a 3 month trial period on Wednesday nights from 8 to 9 pm. I called the show Rescue 1010 (the phone number to the station ended in 1010), The White Mountains only Radio Talk Show regarding Tobacco. He told me to write a 30 second spot about the first show and to record it. I did and we were off. Three months went by fast and we were reaching people. Further, with a Southern Accent, I only had to open my mouth to speak for someone to recognize my voice. We continued in this manner for about a year. We even developed a billboard with the Windsor, our St. Bernard Mascot, sporting a mini oxygen tank strapped under his neck (in place of the popular brandy keg) which read: "Still Smoking? Can't Breathe? Want to Quit? Windsor To The Rescue." We bought him a red wagon, filled it with Quit Kits, and allowed his to be the special attraction at community events. Windsor was such a hit that he was awarded an Honorary Cessation Certification from The Arizona Cessation Training and Evaluation Team. He was a Radio Star. Much to our dismay, he did the Beethoven Thing and slung drool across the studio, resulting in expulsion by the Engineer. I let him sit out in front of the studio while I continued doing the show - giving him credit for encouraging people to quit smoking around their pets. The station changed our Primetime Wednesdays to Saturday mornings which turned out to be a "sleeper." When I was approached by another Radio Station to bring the show there, I knew it was the thing to do - if they would put me on NewsTalk Radio, resulting in a different format. They also had 4 stations that I could use to advertise the show, thus increasing our coverage. I made the transfer with some modifications, asking "Dr. Laura" to move over because "Tobacco Talk" (our new name) was coming to NewsTalk Radio. The show was positioned just before Art Bell and right after Michael Reagan so I knew I would have some new listeners. 2002 was the beginning of our third year with "Tobacco Talk."
Q2. A one hour format seems long. Why did you choose it and how does it work out? How big do you think your audience is? Is the show aired outside of Arizona?
Barbara Bruce: One hour worked well in the beginning, interviewing a guest and then allowing call ins. It takes more time to prepare for an hour show, especially as my cessation classes were increasing. When I went to the new station, I had decided to go to a 30 minute format with no call ins. I did the show live for two years and then decided to pretape the show, allowing me to interview persons all over the country, regardless of the time difference. Further, by this time, I had learned to operate my own board and didn't have to have an engineer for the show. I have learned that even if some of the people just hear the promo for the show, they are getting the message. I write 30 second spots that incorporate the point I want to make for that particular show. The music that is put behind the promo is also very important - it can grab the attention of the listener and resonate in their heads all week long.
Our audience reaches Apache and Navajo Counties in Arizona, spilling over to the edge of our neighboring State of New Mexico. The Cities of Show Low, Pinetop/Lakeside, Whiteriver, Greer, Snowflake, Taylor, Holbrook, St. Joseph City, Winslow, Springerville, Eager and St. Johns hear our show. We have six stations that promote the show 7 days a week from early morning until late night. Due to heavy tourism in the summer, beginning April through October, the number of people that we reach varies. Winter also attracts many visitors if the snow cooperates which changes the numbers of our audience. One thing I do know, anywhere I go, if I "open my mouth," someone always asks, "Are you the Tobacco Lady?" They tell me how great they think it is that we are putting out the message about tobacco.
Q3. How long does it take you to prepare the show? Is it a full time job for you? Does it involve other staff? How do you choose your guests? Do you use the phone for your interviews?
Barbara Bruce: Preparation for the show varies, depending on my guest(s). I do research on the Internet and review any materials provided by the guest. I rely primarily on my own experience as a former smoker and my training with the tobacco program. In addition to my certifications by The State of Arizona, I am also certified in The American Lung Association's "Freedom from Smoking" and "NOT (Not on Tobacco) programs, The American Cancer Society's "Fresh Start," Community Intervention's "TEG and TAP" and Hazelden's "Your Next Step, 12 Step Cessation Program." All of these programs have provided me with tools I use in my interviews. Facilitating cessation classes I am constantly in touch with the different feelings and experiences my groups share. This gives me ideas for future shows. Sometimes I get an idea from something over our ListServe about a tobacco issue, or from a magazine article, a book or a newspaper. I like to focus on information I can bring to the listeners to let them know "they can quit." Inviting credible tobacco advocates, as well as local persons who have quit through our program, is another avenue I use. Interviews are done both by phone and in person. I do them anytime, day or night, to get the guest. I even did a show with the FM Monitor in Uganda which I did live at 10 pm at night here - and it was the 6am the next day in Uganda. As a member of The World Global Partnership for Tobacco Control, I do a monthly show with Anna White in Washington, D.C. We focus on tobacco as a global problem and often interview advocates from around the world. We bring the current issues to the local listeners to allow them to see that tobacco addiction is world-wide. With only a small staff in Navajo County, as The Media Representative for the Program, I produce, and direct and host the radio show. As its creator, though I have enlisted the participation of others, it is my passion, not theirs, and they remind me of that often. It is not to say that they don't appreciate its results.
Q4. Is the show expensive to produce? How is it funded? Do you rely on sponsors, advertisers?
Barbara Bruce: Radio provides the best medium for reaching our listeners for the least amount of money. It also helps that Petracom Media recognizes the importance of such a show. They give us a rate that allows us to keep doing the program as a service to our listeners. We pay for the show through our advertising budget in our Tobacco Program. If funding is reduced or the budget is cut, we may reach out to advertisers or sponsors for assistance in keeping the show going. One thing is for sure, even if the Tobacco Education and Prevention Program should end the radio show, I will find a way to continue the program. As we look at syndication and expansion of the program to the Internet, we are exploring grants and sponsorships.
Q5. Have you been approached by people wanting to develop similar talk shows? What advice would you give?
Barbara Bruce: When I first began the show, I spoke about it at our Annual and Regional Meetings in Arizona. I offered assistance and information. Only two persons came forward for information. I was sure that everyone wanted to do a radio show. I realize today that you have to have passion and enthusiasm for anything that you want to be a success. We all have different gifts - but if you are willing to do something simply for the love of it, you are on the right track. If you wake up in the morning and can't wait to get to work, barring you are just a work-a-holic, and you are doing a service for others, you have discovered where you are supposed to be. One lady in a tobacco program in another State shares my passion for radio. When she asked about the show, I interviewed her on the show to allow her to see how I did it first hand. I shared with her how I began and offered her negotiating tips and "how to(s)" in launching her own show. I have since been approached by a physician who would like to do such a show in another State. We are sharing ideas and plan to meet for further discussion at The National Conference in San Francisco this year.
Q6. Is there anything else you would like to add?
Barbara Bruce: I hope that we will soon to be able to share "Tobacco Talk" with every State and Country in the World. Each week I tell our listeners two things: "We want to help you quit if you want to. First you have to want to, and second you have to believe that you can do it. If you come to our program you probably want to and if you are in our group, you will see you are NOT ALONE...and you will get you motivated." I end the show with "The Journey of a Thousand Miles begins with the first step...make that first step and give us a call at 532-6050." I welcome inquiries and INTERVIEWS regarding "Tobacco Talk." Thank you again, Philippe, for allowing me to share a bit of creativity with people working diligently to "make a difference in our world."
Thank you Barbara for taking the time to be with us today.
P.S: I discovered Barbara in the June/July issue of STOP! The US editor of the only magazine for smokers who want to stop is Scott Thompson. Thank you Scott.
If you want to know more about STOP! Contact: [email protected]
Unfortunately, Stop! has now disappeared.
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