California’s Tobacco Control Program, Media Campaign and the Targeting

of Ethnic Markets

California’s Tobacco Control Program, Media Campaign and the Targeting

of Ethnic Markets

Lourdes Baezconde-Garbanati, Ph.D., MPHLourdes Baezconde-Garbanati, Ph.D., MPHDirector, HiDirector, Hisspanic/Latino Tobacco Education Network, Norris panic/Latino Tobacco Education Network, Norris

Comprehensive Cancer Center, IPR, Comprehensive Cancer Center, IPR,

University of Southern CaliforniaUniversity of Southern California

Sao Paulo, Brazil, May 24, 2000Sao Paulo, Brazil, May 24, 2000

California’s Tobacco Control ProgramCalifornia’s Tobacco Control Program

Nov. 1988 - Proposition 99 increased by 25 Nov. 1988 - Proposition 99 increased by 25 cents each pack of cigarettescents each pack of cigarettes,created a ,created a movement never before seen in public movement never before seen in public healthhealth

Expected Outcome = Prevention and Expected Outcome = Prevention and cessationcessation

California’s Tobacco Control ProgramCalifornia’s Tobacco Control Program

DENORMALIZATIONDENORMALIZATION Focus on reducing social acceptability of Focus on reducing social acceptability of

Tobacco useTobacco use Exposure to ETSExposure to ETS Availability of tobacco to childrenAvailability of tobacco to children Saturation of the Saturation of the ccommunity with tobacco ommunity with tobacco

imagesimages

Denormalization StrategyDenormalization Strategy

Lasting change in youth behavior regarding Lasting change in youth behavior regarding tobacco can only be secured by first tobacco can only be secured by first changing the adult world in whichanging the adult world in whicch youth h youth grow up ...grow up ...

Strategies to reduce tobacco useStrategies to reduce tobacco use

Reduce exposure to ETS and reduce Reduce exposure to ETS and reduce tolerance to exposure tolerance to exposure

Counter proCounter pro--tobacco influencestobacco influences Reduce youth aceReduce youth acesss to tobacco form retail s to tobacco form retail

or social sourcesor social sources Provide cessation servicesProvide cessation services

OutcomesOutcomes

Decreased tobacco consumptionDecreased tobacco consumption Decreased tobacco use prevalenceDecreased tobacco use prevalence Decreases youth uptake of tobaccoDecreases youth uptake of tobacco Decreases exposure to ETSDecreases exposure to ETS

DHS-Tobacco Control ProgramDHS-Tobacco Control Program

Statewide evaluationStatewide evaluation

Statewide media campaignStatewide media campaign

61 Health Departments / Coalitions61 Health Departments / Coalitions

TOBACCO CONTROL SECTION (TCS)TOBACCO CONTROL SECTION (TCS)

4 E4 Etthnic Networkshnic Networks

11 Regional Linkage programs11 Regional Linkage programs

150-200 competitive grantees150-200 competitive grantees

ClearinghouseClearinghouse

California’s population estimatesCalifornia’s population estimates

American Indian…………. .3 millionAmerican Indian…………. .3 million Black……………………… 2.2 millionBlack……………………… 2.2 million Asian/Pacific Islander……. 3.7 millionAsian/Pacific Islander……. 3.7 million Hispanic………………….. 9.8 millionHispanic………………….. 9.8 million White…………………….. 16.3 millionWhite…………………….. 16.3 million TOTAL…………………. 32 millionTOTAL…………………. 32 million

The PartnershipThe Partnership

TCS Statewide media campaign and Ethnic TCS Statewide media campaign and Ethnic NetworksNetworks

Advertising:Advertising: Asher and Partners (General market)Asher and Partners (General market) Carol Williams Advertising (African Am.)Carol Williams Advertising (African Am.) Imada Wong (Asian)Imada Wong (Asian) Ad Americas (Latino)Ad Americas (Latino)

The PartnershipThe Partnership

Public RelationsPublic Relations Rogers and Associates (General market and Rogers and Associates (General market and

American Indian)American Indian) Young Communications (African Am.)Young Communications (African Am.) Durazo Communications (Latino)Durazo Communications (Latino) Imada Wong (Asian/Pacific Islanders) Imada Wong (Asian/Pacific Islanders)

Research / Focus GroupsResearch / Focus Groups

Since 1990, advertising agencies have conducted hundreds Since 1990, advertising agencies have conducted hundreds of focus groupsof focus groups

SIMILARITIES IN ETHNIC COMMUNITYSIMILARITIES IN ETHNIC COMMUNITY Protective over familiesProtective over families Respond to emotional and heart wrenching messagesRespond to emotional and heart wrenching messages Angered by targeting of their children and communities Angered by targeting of their children and communities

by the tobacco industryby the tobacco industry Quit smoking for their family, but not necessarily for Quit smoking for their family, but not necessarily for

themselvesthemselves

Ethnic public relations - Unsung heroes of the campaignEthnic public relations - Unsung heroes of the campaign

Crisis managementCrisis management Spokesperson trainingSpokesperson training Press conferences and press releasesPress conferences and press releases Op ed pieces, news articlesOp ed pieces, news articles Reposition tobacco with etReposition tobacco with ethhnic pressnic press Work with ethnic press to break historical Work with ethnic press to break historical

financial ties to tobaccofinancial ties to tobacco

Role of the Ethnic NetworksRole of the Ethnic Networks

4 Ethnic Networks4 Ethnic Networks Asian/Pacific IslanderAsian/Pacific Islander Hispanic/LatinoHispanic/Latino American IndianAmerican Indian African AmericanAfrican American

Work Jointly and Individually addressing Work Jointly and Individually addressing particular population issuesparticular population issues

Role of Ethnic NetworksRole of Ethnic Networks

Provide expertise on local, regional and statewide Provide expertise on local, regional and statewide activities at grass roots levelactivities at grass roots level

Provide input on proposed strategy of overall campaign Provide input on proposed strategy of overall campaign and ethnic specific themesand ethnic specific themes

Provide feedback on scripts, storyboards and other creative Provide feedback on scripts, storyboards and other creative conceptsconcepts

Provide a “cultural reality check” of the impacted Provide a “cultural reality check” of the impacted communitycommunity

Provide community spokespersonsProvide community spokespersons Hold media events to counter proHold media events to counter pro--tobacco advertisingtobacco advertising

Role of Ethnic NetworksRole of Ethnic Networks

Why important to work with the various Why important to work with the various culturally specific Networks?culturally specific Networks? Mission is to build leadership which become Mission is to build leadership which become

allies in tobacco controlallies in tobacco control California has a very diverse population California has a very diverse population

makeupmakeup Latinos, for example, represent over 48% of Latinos, for example, represent over 48% of

some counties, such as Los Angelessome counties, such as Los Angeles

Role of Ethnic NetworksRole of Ethnic Networks

In 1997 Philip Morris (Marlboro spent $12.5 million In 1997 Philip Morris (Marlboro spent $12.5 million

advertising in the Latino community)advertising in the Latino community) Latinos are specifically targeted by the Latinos are specifically targeted by the

tobacco industry becausetobacco industry because Have a youthful populationHave a youthful population Large purchasing power Large purchasing power

In 1998 Latino purchasing power was $348 billion, In 1998 Latino purchasing power was $348 billion, and is expected to increase to $965 billion in 2010)and is expected to increase to $965 billion in 2010)

Examples of California’s Programs support CessationExamples of California’s Programs support Cessation

Ethnic Networks promote in language CA Ethnic Networks promote in language CA Smokers HelplineSmokers Helpline

CA Smokers Helpline 1-800-NoBUTTSCA Smokers Helpline 1-800-NoBUTTS Second Hand Smoke Protection is a priority Second Hand Smoke Protection is a priority

-work, home, and public places is -work, home, and public places is mandatorymandatory

Tobacco Education ClearinghouseTobacco Education Clearinghouse

Media Campaign Program ExamplesMedia Campaign Program Examples

Make 2000 Year to Quit (Y2Quit) SmokingMake 2000 Year to Quit (Y2Quit) Smoking Outreach kits for local projectsOutreach kits for local projects Driven by public relations, but implemented Driven by public relations, but implemented

locallylocally Tailored to general population and for ethnic Tailored to general population and for ethnic

populationspopulations Designed assist local projects in cultural and Designed assist local projects in cultural and

significant dates (s/as Valentine’s day)significant dates (s/as Valentine’s day)

California’s Media Campaign ExampleCalifornia’s Media Campaign Example

For a Voice CampaignFor a Voice Campaign 1-800 4 A voice 1-800 4 A voice

telephone response system and websitetelephone response system and website Media driven designed to give the public an Media driven designed to give the public an

opportunity to tell their story about how tobacco opportunity to tell their story about how tobacco has hurt their lives or loved oneshas hurt their lives or loved ones

Callers can leave their stories or ask for cessation Callers can leave their stories or ask for cessation referrals and materials or become involved referrals and materials or become involved

Lessons LearnedLessons Learned

Ensure media activities support and work in Ensure media activities support and work in tandem with other tobacco education and tandem with other tobacco education and prevention programs for a synergistic prevention programs for a synergistic outcome. outcome.

-Colleen Stevens-Colleen Stevens

Head of CA Media CampaignHead of CA Media Campaign

Lessons LearnedLessons Learned

““Of all programs administered by the Of all programs administered by the Tobacco Control Section, the media Tobacco Control Section, the media campaign seems to be the one component campaign seems to be the one component that inspires an opinion in just about that inspires an opinion in just about everyone.”everyone.”

Colleen Stevens, Head Media CampaignColleen Stevens, Head Media Campaign

Lessons LearnedLessons Learned

Find the best advertising and Public Find the best advertising and Public Relations agencies possible for the job and Relations agencies possible for the job and build a strong and close partnership with build a strong and close partnership with themthem Agency will have an understanding of the Agency will have an understanding of the

strategic and political restrategic and political reaalitlityy of your tobacco of your tobacco control universe and of competing demandscontrol universe and of competing demands

Will understand their role as partners clearlyWill understand their role as partners clearly

Lessons LearnedLessons Learned

Media Agencies will have and secure Media Agencies will have and secure superior creative expertise, producing superior creative expertise, producing powerful, effective, daring advertisements powerful, effective, daring advertisements and marketing toolsand marketing tools

Size and fiscal capacity of agency is Size and fiscal capacity of agency is importantimportant

No conflict of interestNo conflict of interest

Lessons LearnedLessons Learned

Integrate the media campaign with local Integrate the media campaign with local activitiesactivities

Acknowledge the work of the public Acknowledge the work of the public relations groups in the campaignrelations groups in the campaign

ConclusionsConclusions

Coordinate media and local programsCoordinate media and local programs Empower community advocatesEmpower community advocates Be culturally sensitive and use power of the Be culturally sensitive and use power of the

community and its peoplecommunity and its people Oversight and accountability are keys to Oversight and accountability are keys to

successsuccess Provide strong leadership and allow for Provide strong leadership and allow for

program flexibilityprogram flexibility

ConclusionsConclusions

Build environments that support tobacco control, Build environments that support tobacco control, cessationcessation

To get kids to quit, change adult behaviorsTo get kids to quit, change adult behaviors Second hand smoke messages work in tandem with Second hand smoke messages work in tandem with

exposing industry tactics exposing industry tactics Don’t get caught up in media glitz only - Local Don’t get caught up in media glitz only - Local

programs must be well funded programs must be well funded Media is to support and work in conjunction with Media is to support and work in conjunction with

local activitieslocal activities

Countering Pro-tobacco messagesCountering Pro-tobacco messages

With our MSA seWith our MSA setttlemetlemennt the Tobacco t the Tobacco Industry is Morphing!Industry is Morphing!

Be able to adapt Be able to adapt ““We’ve always opWe’ve always opppereraated in a restrictive ted in a restrictive

environment. We are really quite agile in our environment. We are really quite agile in our ability to adapt”. Phillip Morris, 6-14-99 Ad ability to adapt”. Phillip Morris, 6-14-99 Ad AgeAge