The Cigar Trap! Data & media campaigns addressing youth cigar use

Berkowitz, Dawn

Thursday, August 16, 2012: 10:30 AM

2209 (Kansas City Convention Center)

Ms. Dawn Berkowitz, MPH, CHES , Center for Health Promotion, Education, and Tobacco Use Prevention, Maryland Department of Health and Mental Hygiene, Baltimore, MD

Ms. Kristen Tertzakian, BA , American Legacy Foundation, Washington, DC

Ms. Lisa Moore, MPA , Delaware Health and Social Services, Division of Public Health, Dover, DE

Learning Objectives

At the conclusion of this presentation attendees will be able to:

Assess and understand national cigar use data among 18-25 year olds.
Explain how to utilize quantitative and qualitative data in the creation of media campaigns.
Describe elements for implementing an effective media campaign related to the issue of youth utilization of small and little cigars.

Cross Cutting Program Area(s): Tobacco Control Policies and Increasing Diversity/Eliminating Disparities

Audience: Program managers, state, federal, and local health department staff, as well as national organizations.

Key Points: Overview of compelling national survey data analysis on trends and brand preference among young adults will be presented by Legacy, along with state quantitative and qualitative data on cigar use from Maryland and Delaware, showing that while cigarette use is on the decline, cigar use is increasing. Newly developed media campaigns from both states – among the first in the nation to develop campaigns on this issue – will be shared. Successes, challenges, and lessons learned when developing campaigns (including focus group data) will be highlighted. Key points related to the rise in cigar use: these products are available in attractive candy, fruit, and alcohol flavors; they are often sold singly; and they are typically much more affordable than cigarettes. Cigars are currently not subject to the same FDA regulations as cigarettes.

Educational Experience: Through Powerpoint presentations and Q&A, data will be shared that audience members can use to support dissemination of the fact that flavored cigar use among youth is an issue of concern. Informational packets/toolkits will be shared from Maryland and both state websites – www.TheCigarTrap.com and www.TheDirtyTruth.com – will provide additional information and resources.

Benefits: Audience will be armed with data, fact sheets, and creative materials to develop their own media campaigns and educate their communities and decision-makers about the hazards of cigar use. Understanding lessons learned from states tackling a relatively new issue in tobacco control will assist others developing their own media campaigns.