5008.1: Wednesday, November 15, 2000 - 8:55 AM

Abstract #16566

Developing healthy education messages to combat the tobacco industry's targeting of youth

Nicole A. Boyd, JD and Melanie Corley, CHES. Partnership for a Healthy Mississippi, 350 West Woodrow Wilson, Suite 499, Jackson, MS 39213, 601-362-0740, nicole.boyd@healthy-miss.org

The Partnership for a Healthy Mississippi provides a multi-faceted, systemic approach to reducing the tobacco industry’s targeting of youth. Before developing programs, the Partnership conducted both qualitative and quantitative research to ensure age appropriate and culturally tailored messages were implemented. For effectively messaging to Mississippi youth, nationally renowned researchers created two distinct strategies - the Age of Reason (ages 5-12) and the Age of Rebellion (ages 12-18). Using CDC guidelines and the Partnership’s research, the Partnership developed comprehensive school educational and advocacy programs in grades K-12.

R.A.T. (Reject All Tobacco), designed for K-3rd grade youth, utilizes in-class learning activities and media. A digitally animated purple rat and accompanying performance troupe educate students through a song and dance performance. Trained teachers integrate classroom activities into existing subjects. Television spots urge children to teach up to family members.

S.W.A.T. (Students Working Against Tobacco), an activity-based program, targets 4th-7th grade youth. Interactive learning activities, school speakers, and advocacy teams educate and empower students to become tobacco-free advocates on a grass-roots level.

For youth over age 12, through a counter marketing and interactive campaign, “Question It”, and Frontline, a community and school- based advocacy movement; youths are encouraged to explore the freedoms from tobacco manipulation and addiction.

The Partnership provides a continuum of specific messaging to youths in grades K-12 through the age targeted programs. The programs and messages are incorporated into the schools, communities, and media throughout the state and all work together to encourage youth to lead positive, healthy, tobacco free lifestyles.

Learning Objectives: 1.Identify ways to effectively message to youths about tobacco 2. Recognize the importance of implementing age-appropriate health education messgaes 3. Identify methods for incorporating comprehensive K-12 tobacco education messages into existing curricula

Keywords: Tobacco, School-Based Programs

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
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.

The 128th Annual Meeting of APHA