Recorded presentation

Jana Sczersputowski, BA, Educational Message Services, Inc., 2300 Alessandro Drive, Suite 100, Ventura, CA 93001, 805.653.6000, jana@emsmail.org and Gail Muniz, Clark County Health District, 625 Shadow Lane, Las Vegas, NV 89106.

In Clark County, Nevada, a large number of individuals from the Latino community are employed in the service sector leading to a disproportionate amount of this community being affected by secondhand smoke.

The Cero Humo social marketing campaign reaches monolingual Spanish speakers living and working in Clark County, Nevada. Implemented by the Clark County Health District and funded by the American Legacy Foundation, the purpose of the Cero Humo social marketing campaign is to raise awareness about second hand smoke, to increase access to culturally appropriate tobacco cessation services and to develop a basis for future policy changes regarding secondhand smoke in Clark County.

Five educational displays with take-away brochures were designed in Spanish. Based on “narrowcast” methodology program materials are placed in public private spaces (for example within stalls in restrooms) in community venues such as churches, stores, restaurants, beauty salons, clinics, social service and in places of employment. This placement allows the materials to become part of individuals’ daily environments, and thereby continually reinforces the message that “advocating for smoke free environments” is a behavior supported by their social environment.

Evaluation data collected after four months of program implementation indicated that 78% of participants reported exposure to program materials. Individuals exposed to a unique aspect of the campaign were more likely to have confidence in their abilities to protect others from smoke and advocate for a smoke free environment. Process data shows that individuals are calling for information and enrolling in tobacco cessation services listed on program materials.

Learning Objectives:

Understand the importance of changing individual’s daily environments (work, home and community) to influence health decisions. Gain insight into narrowcast social marketing as a strategy to affect individual’s daily environments in support of reducing exposure to secondhand smoke and tobacco cessation. Learn about the planning, implementation and evaluation of such effective social marketing education and prevention programs. Recognize how narrowcast social marketing is able to address the specific needs of the Hispanic community with culturally and linguistically appropriate materials and delivery components. Appreciate the following communication elements as important when reaching Latino population’s with a message about second hand smoke
• increasing skills in communication about avoidance of second hand smoke, and
• targeting second hand smoke prevention training for those who smoke or are exposed—either at home or at work.

Keywords: Latino Health, Public Health Education and Health Promotion

Presenting author's disclosure statement:
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Educational Message Services served as a subcontractor to the Clark County Health District with respect to the development and implementation of social marketing components.

Recorded presentation