An anti-smoking campaign aimed at 16,000 Michigan high school students, enabling them to participate in awareness programs and engage in peer advocacy, has been funded by Blue Cross Blue Shield of Michigan through the 2007-08 school year. The start of the campaign is timely as the nation focuses on smoking cessation during the Great American Smokeout(R) on Nov. 15.

"Encouraging teens to live tobacco-free is part of our comprehensive program to improve the health of all Michigan residents," said Lynda Rossi, Blues vice president of public policy and social mission. "We want to do all we can to prevent youngsters from facing serious health conditions later on in life. Blues efforts to improve the health of young people range from tackling teen tobacco use to our commitment to the state's MIChild program, which provides health and dental coverage to eligible children."

High school students are a key group in which to reduce the harmful effects of tobacco use, smoking and secondhand smoke. According to the 2004 Michigan Youth Tobacco Survey, 80 kids try their first cigarette in Michigan every day and another 50 become daily smokers. It also shows that 17 percent of high school students are smokers.

High schools participating in the Blues program have chosen from a variety of activities to promote smoke-free environments. Some students are creating coupon books giving discounts at smoke-free restaurants or presenting plaques honoring those restaurants. Others are conducting surveys of smoke-free apartment buildings and hope to encourage apartment owners to launch smoke- free policies. Still others are producing reports to businesses on the economics of going smoke-free.

The high school campaign is just one part of the Blues' comprehensive tobacco prevention efforts. BCBSM has partnered with the American Lung Association of Michigan and Tobacco Free Michigan (tobaccofreemichigan.org), a grassroots organization dedicated to promoting tobacco-free environments and improving the health and quality of life for Michigan residents through education and advocacy.

The Blues also are among a growing list of companies across Michigan and the nation that have broadened their policies from prohibiting smoking in their buildings to establishing smoke-free campuses. The Blues prohibit smoking and the use of tobacco products by employees and visitors on all company property, including its outdoor campuses, whether owned or leased. The aim is to improve the health and well-being of all individuals at Blues facilities. With such efforts, it joins with other companies in the Campaign for Smokefree Air (makemiairsmokefree.org), a Michigan coalition.

BCBSM and its affiliated HMO, Blue Care Network, offer resources to help many of their health plan members quit smoking through "Quit the Nic," an award-winning program available to many employer groups with Blues coverage. Participants receive telephone support, educational materials and opportunities to work with a health coach about how to kick the habit. Health coaches help develop a plan of action, establish a quit date and serve as a support system by offering encouragement, answering questions and evaluating progress. Blues members can enroll in "Quit the Nic" by calling BlueHealthConnection(R) at 800-775-BLUE (2583).

Throughout the current school year, 12 grant recipients are managing the 27-school campaign with Blues grants ranging from $30,000 to $50,000 plus required matching funds. They are:

East Michigan

-- Flint: Genesee County Health Department Mid-Michigan

-- Lansing: Ingham County Health Department

-- Midland: Midland Community Cancer Services West Michigan

-- Benton Harbor: Berrien County Health Department

-- Charlevoix: Northwest Michigan Community Health Agency

-- Grand Rapids: Tobacco Free Partners Upper Peninsula

-- Escanaba: Menominee Health Department

-- Kingsford: Dickinson-Iron District Health Department

-- Newberry: Luce-Mackinaw Tobacco Reduction Coalition

-- Negaunee: Marquette County Health Department

-- Hancock: Western Upper Peninsula District Health Department

-- Sault Ste. Marie: Chippewa County Health Department

Grantees were selected based on their previous success in initiating smoke-free worksite policies in their respective communities. Along with policy and education-based activities with students, the grantees are coordinating a counter-marketing media campaign as part of the campaign.

At each school, teens are involved in peer-to-peer education and leading youth advocacy efforts as part of the American Lung Association's Teens Against Tobacco Use program. As part of each grant, principals pledged that their schools will earn or maintain a "24/7 Tobacco Free" designation, survey students' behavior and attitudes toward tobacco use, and teach the tobacco module of the Michigan model curriculum developed by the State of Michigan that covers the health consequences of tobacco use and related issues. The campaign also directs individuals seeking information or help to the Michigan Tobacco Quitline at 800-QUIT-NOW (800-784-8669).

The American Lung Association of Michigan has been dedicated to the prevention of lung disease and the promotion of lung health since its inception in 1907. Through education, advocacy and the support of research, ALAM (alam.org) is committed to keeping youth tobacco-free.

Blue Cross Blue Shield of Michigan, a nonprofit organization, provides and administers health benefits to more than 4.6 million members residing in Michigan in addition to members of Michigan-headquartered groups who reside outside the state. The company offers a broad variety of plans including: Traditional Blue Cross Blue Shield; Blue Preferred, Community Blue and Healthy Blue Incentives PPOs; Blue Care Network HMO; BCN Healthy Blue Living; Flexible Blue plans compatible with health savings accounts; Medicare Advantage; Part D Prescription Drug plans, and MyBlue products in the under-age-65 individual market. Blue Cross Blue Shield of Michigan and Blue Care Network are nonprofit corporations and independent licensees of the Blue Cross and Blue Shield Association. For more company information, visit bcbsm.com.