Creative ways to sustain a statewide movement: Lessons from the 84

Sustainability is an indicator of a successful public health program. Given the economic environment, community health initiatives must identify creative ways to sustain their impact while overcoming fluctuations in resources.

The 84 Movement, a program of the Massachusetts Department of Public Health (MDPH) and managed by Health Resources in Action, began in 2007 to create a statewide youth tobacco prevention movement. The 84 represents the 84% of youth in MA that do not to smoke. Since its inception, The 84 has impacted over 100,000 youth in Massachusetts. The 84 engages youth in fighting tobacco in their communities while supporting them to become powerful leaders.

In the 1990's, resources were dedicated to establish groups with sole funding from MDPH. As funding dwindled, this system became unsustainable. The system evolved into a chapter model, where existing schools and community-based youth groups sign up to part of The 84.

Now, The 84 Chapter Challenge engages Chapters in tobacco prevention activities, using competition and fun as motivation. Chapters are encouraged to conduct tobacco prevention activities, attend events, and share accomplishments with other Chapters on their Chapter webpage. Points are distributed to Chapters that conduct activities or attend events, making Chapters eligible for prizes; Chapters that reach 84 points by the end of the year receive funds to host a World No Tobacco Day celebration.

Also, The 84 Chapters receive resources including trainings, technical assistance, exclusive event invitations and giveaways.

This session proposes creative ways to build program sustainability to engage youth in tobacco prevention.