Because different cultures respond to different messaging, the Partnership for a Healthy Mississippi targets African American youth through programs that specifically speaks to them. The strategy of the African American Initiative is a three-pronged approach that includes advertising, faith-based programs, and targeted programs. The Advertising component includes billboards similar in style to the over advertised menthol cigarettes the tobacco industry markets to African American youths, strategically placed in urban communities. A "Question It" recreational vehicle rolls through the state, messaging to youth at local hangouts, concerts, and youth events providing information. "Question It" events and promotions, in partnership with local businesses, drive the teen consumer to the "Question It"website offering discounts by vendors on food and music purchases. The Street Team focuses on African American youth, using a guerrilla marketing approach where 5 African American college students travel around the state offering information and promotional support of the African American Initiative. Targeted programs infiltrate existing programs with anti-tobacco messages to the youths involved in organizations such as Boys and Girls Scouts, and Young Life, to name a few. As a strong foundation of the African American community, faith-based organizations are integral components of this initiative. These organizations are funded to conduct camps, which teach 4-7th graders basic life resiliency skills, with regards to not only tobacco use, but also other life choices. By targeting the African American youth in these various areas, the Partnership for a Healthy Mississippi takes a comprehensive approach to prevent tobacco use among Mississippi youth. See www.healthy-miss.org
Learning Objectives: Identify methods to integrate grassroots messaging programs Take away do's and don'ts of program implementation
Keywords: , Community-Based Health Promotion
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.