The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62837

Stella Jun, BA¹, Janet Abbott, BA¹, and Nedra Kline Weinreich, MS². (1) RIDE Project, Public Health Institute, 490 Golf Club Rd., Pleasant Hill, CA 94523, 925-680-5173, stellajun@earthlink.net, (2) Weinreich Communications, 23724 Stagg Street, West Hills, CA 91304

Motorsports is an area that traditionally has been heavily targeted by the tobacco industry. One segment of racing fans (Asian-Americans between the ages of 18 and 24) has a particularly high rate of tobacco use. This group comprises a distinct subculture of aficionados who are involved in customizing and racing their own four cylinder Asian imports. The RIDE Project seeks to change social norms and behaviors related to tobacco use among these young adults by presenting its tobacco-free message in places where young Asian drivers congregate in Northern California, such as car shows, drag races, Asian auto body shops, and popular noodle shops. Through extensive research with the target audience, the project identified several strategies to reach the Asian-American import car enthusiasts. RIDE Crew, consisting of drivers recruited from the target audience who serve as role models by transforming their love for cars as a powerful way to make proactive changes in their communities, represents the project through appearances at import car shows, Asian cultural events, youth events and schools; with tobacco-free promotional items, including posters and air fresheners; and through a website. Young Asian men are in need of both smoking prevention and cessation resources, and those who are involved in the Asian import scene are receptive to receiving this intervention in the context of their specialized subculture. By becoming a part of the import car culture, the RIDE Project is countering the tobacco industry’s influence while capturing the attention of this elusive audience and the broader Asian community.

Learning Objectives:

At the conclusion of the session, the participant (learner) in this session will be able to:
• Recognize the effectiveness of using Asian import racing as a vehicle for reaching Asian-American young adults with tobacco control messages.
• Identify the methods that can be used to promote a tobacco-free lifestyle in a motorsport sponsorship program.
• Understand the steps needed to replicate this program.

Keywords: Community-Based Health Promotion, Tobacco

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Public Health Institute
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: employee