Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #109516

Amari Sokoya Pearson-Fields, MPH, Kathleen DeBold, and Farrah Darbouze. Mautner Project, the National Lesbian Health Organization, 1707 L Street, NW, Suite 230, Washington, DC 20036, 202-332-5536, apearsonfields@mautnerproject.org

Numerous studies have pointed to increased rates of smoking among lesbians and women who partner with women. In one study smoking rates for lesbians was 70% higher than that of heterosexual women. However, to date few anti smoking counter-marketing campaigns have specifically addressed this population. Delicious Lesbian Kisses is a social marketing campaign aimed at reducing smoking among lesbians over 40. The project is being implemented through a partnership between the Mautner Project, the National Lesbian Health Organization, and four LGBT community-based organizations across the country. The goal of the campaign is to de-glorify cigarette smoking in this population and change social norms regarding the acceptability of smoking. Through creative messaging and provocative artistic design, the campaign will draw the attention of lesbians and women who partner with women. Program components include earned and paid media, outreach materials, and website. A unique outreach strategy has also been developed to raise awareness about the project. “Kiss Teams,” made up of 6-8 health individuals, have been trained to perform community based activist health education. This presentation will describe the creation and utilization of Kiss Teams for anti-smoking advocacy and outreach, national implementation strategies and the utilization of earned and paid media.

Learning Objectives:

• Understand the principles of social marketing.
• Describe aplication of social marketing principles to a lesbian specific anti-tobacco campaign.
• Describe the implementation of the outreach component of a lesbian focused anti-tobacco social marketing campaign.

Keywords: Lesbian, Social Marketing

Related Web page: www.deliciouskiss.com

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.