The 130th Annual Meeting of APHA

Abstract #39503

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-American males 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, auto body shops specializing in Asian race cars, and popular noodle shops.

Through extensive research with the target audience, the project identified several strategies to reach the Asian-American import racers. The Ride Racing Crew, consisting of drivers recruited from the target audience who serve as role models, represents the project in drag racing events at a Northern California track. The crew members also promote the tobacco-free message through appearances at import car shows, Asian cultural events, youth events and schools; with promotional items, including calendars and club flyers featuring the cars and drivers; and through a website. The impact of the project ripples from the Ride crew members and import racing fans to the broader Asian community and especially the youth who look up to the drivers. By becoming a part of the import racing culture, the Ride Project is countering the tobacco industry’s influence while capturing the attention of this elusive audience.

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: Asian Americans, Smoking

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Ride Project, 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: Project Manager