Continued display of splashy Camel no. 9 cigarette advertising in women's magazines has spurred a women's health care education and public relations consultant, Kelley Connors, MPH, to spearhead a smoking prevention web site for "tween" girls. Ms. Connors, President of KC Healthcare Communications, and founder of RealWomen on Health! presented her case study in using a web intervention strategy to prevent smoking in girls aged eight to eleven at the 2009 Public Relations Society of America Health Academy Meeting in Washington, DC on May 15th.

Her strategies relied on key insights obtained through her own community of women's health advocates called RealWomen on Health!, formed to help companies connect with women on issues related to smoking cessation, weight management, caregiving and other significant health issues. "Despite a national decline in smoking rates, young girls are still exposed to intense social and media pressures to smoke", says Connors, whose firm focuses on women's health and wellness. Our public relations strategy does not use a bullhorn to share information about the dangers of smoking. Instead, we rely on the savvy internet behavior of youth to easily navigate the various games and activities on the site to learn about living smoke-free. Through this experience, our users learn at a young age about being the 'drivers' of their own health."

The Web site engages 8-11 year old girls through high-quality multimedia features, including "the girlz lounge" where users can send electronic cards, make their own door hangers, write in their own private journal, and build their own "girlz nite-in" room. A television in the "girlz nite-in" room has video advertisements designed by girls, for girls, that convey the consequences of smoking. Facts, quizzes and "ask the expert" questions answered by two Dartmouth pediatricians allow girls to test what they know and share that information with friends and family members.

About KC Healthcare Communications LLC

KC Healthcare Communications is a public relations and marketing firm that specializes in brand communications for the hospital, pharmaceutical, medical device, and biotechnology markets. Their targeted and results-oriented solutions emerge from their experience in branding & positioning, and healthcare professional and consumer engagement strategies. Their innovative expertise encompasses social media, internet radio, PR 2.0 tools and interactive technologies. For more information, visit www.kc-health.com and www.womenswellth.com/blog