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

Abstract #67313

Andrea Craig Dodge, MPH, MSW, Tobacco-Free Events Project, Public Health Institute, 505 - 14th Street, Suite 810, Oakland, CA 94612, 510-302-3324, acdodge@phi.org, Pam C. Wilson, BS, Pac/West Communications, 8600 SW St. Helens Road, Suite 100, Portland, OR 97070, and Patricia G. Nichols, MA, Sanders County (Montana) Public Health Department, 1093 Mullan Road E, Superior, MT 59872.

Tobacco companies have recently experienced increasing legal restrictions on traditional marketing strategies, such as television advertising. At the same time, tobacco companies have expanded their sponsorship of events such as rodeos, racing, and dance performances. This panel will present strategies to reduce tobacco sponsorship of rodeo events in California, Oregon and Montana. In California, the Tobacco-Free Events Project (TFEP) is coordinating five local-level advocacy groups across the state who are working to establish anti-tobacco sponsorship policies at rodeos, using media advocacy and social marketing materials that they helped develop. Project findings will be disseminated to inform future efforts. In Oregon, the state’s tobacco prevention media campaign organizers have developed strategic media relations materials that can be tailored by local-level tobacco prevention coordinators for their communities as they work to reduce and eliminate tobacco sponsorships of their family-oriented rodeos. In Northwest Montana, a weak economic base presents a challenge to local rodeos. Tobacco Use Prevention Specialists have focused attention on community values assessment, media advocacy and education as a means to limit or discourage tobacco sponsorship of area rodeos. The health department has been successful in influencing local fair board members to resist and decline additional tobacco sponsorship.

Learning Objectives:

At the conclusion of the session, participants will be able to:
• Describe the problem of tobacco sponsorship of rodeos in California, Oregon and Montana.
• Recognize ways of involving local-level organizers in the development of social marketing, media advocacy, and policy materials and plans.
• Articulate how social marketing, media advocacy and community organizing can be utilized to develop an effective health policy campaign.

Keywords: Tobacco Industry, Community Health

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: N/A
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.