1. Describe components of an effective media campaign that counters e-cigarettes, menthol cigarettes, and flavored tobacco products.
2. Learn innovative point-of-sale campaign strategies that address health equity through tobacco retailer partnerships to directly counter pro-tobacco influences.
About the Speaker
America Rincon is the Program Coordinator I for the Tobacco Control Program at The Pasadena Public Health Department. She has been with the Tobacco Control Program since May 2015, and previously with the Substance Abuse and Prevention Program as a Community Services Representative. Prior to being hired at the Pasadena Public Health Department America worked in the Mental Health field for twenty one years. America has always enjoyed providing direct services and resources to adults, youth, families, and the community.
The City of Pasadena Public Health Department (PPHD) identified the need to address the use and popularity of emerging tobacco products, such as electronic cigarettes, menthol cigarettes, flavored cigarettes, and tobacco look-alike candy products as a result of a Community Health Needs Assessment that was conducted in 2014. The results from the needs assessment indicated an overwhelming absence of pro-health advertising in Northwest Pasadena, with 99% of tobacco retailers without pro-health advertising in the Northwest area compromised of predominantly African-American and Latino residents.
With support from the CDC Racial and Ethnic Approaches to Community Health (REACH) Program, PPHD developed a local bilingual media campaign focused on reaching Latinos and African-Americans in Northwest Pasadena. Unlike traditional media campaigns, this innovative, health equity-focused initiative featured consistent and culturally appropriate messages in a wide range of media venues including city bus shelter displays, transit ads, social media strategies, and most notably, tobacco retailers. This campaign seeks to address the growing problem of increased electronic cigarette use by middle school youth, as compared to traditional cigarettes.
The PPHD media campaign successfully recruited participation by retailers, who agreed to display campaign ads at the point-of-sale. Key informant interviews of 102 Pasadena retailers showed that nearly half (49%) were amenable to participating in a media campaign that incorporated point-of-sale ads. Media campaigns should consider partnering with tobacco retailers to implement point-of-sale messaging that is consistent with broader community messages and to directly counter pro-tobacco advertising.
Pasadena REACH Project – Protecting Those with No Voice, No Choice