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APHA Scientific Session and Event Listing

Jennifer K. Ibrahim, PhD MPH MA, Department of Public Health, Temple University, 304D 1700 North Broad St., Philadelphia, PA 19122, 215-204-9657, jibrahim@temple.edu and Stanton A. Glantz, PhD, Center for Tobacco Control Research and Education, University of California, San Francisco, Suite 366 Library 530 Parnassus Ave, University of California, San Francisco, San Francisco, CA 94143-1390.

Background: Extensive research has demonstrated that public education through media campaigns is an effective means to reduce smoking prevalence and tobacco consumption. Aggressive media campaigns that confront the tobacco industry's deceptive practices are most effective and therefore a prime target for attack. Beginning with the creation of first public tobacco control media campaign and continuing to the present day, campaigns in Minnesota, California, Massachusetts, Arizona, Florida, Oregon and the American Legacy Foundation have been continually attacked by the tobacco industry.

Methods: Information on tobacco control media campaigns was gathered through a review of internal tobacco industry documents, newspaper and journal articles, reports, and interviews with key players including health advocates and government officials.

Results: Since the mid-1980s, the tobacco industry has attempted to prevent the creation of media campaigns or if the campaigns were created, the industry worked to limit the target audience and content of the messages. As the tobacco industry witnessed the association between a decline in prevalence and consumption in states where tobacco control media campaigns were running without restrictions, the industry turned to political allies to limit or eliminate funding. In recent years, the tobacco industry has shifted its attention from the legislature to the courts, using various litigation strategies to weaken or terminate media campaigns.

Conclusion: Tobacco control advocates must learn from the lessons of the past and be prepared to directly confront the tobacco industry and its third party allies to defend anti-tobacco media campaigns or they will become a thing of the past.

Learning Objectives: Following the session, participants will be able to

• Identify means by which the tobacco industry has worked to weaken or eliminate tobacco control media campaigns.
• Evaluate strategies used by advocates and administrators of the media campaigns to respond to these threats.
• Recognize and modify the lessons of the past to be prepared to respond to future attacks on tobacco control media campaigns.

Keywords: Media Campaigns, Tobacco Control

Presenting author's disclosure statement:

Any relevant financial relationships? No