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APHA Scientific Session and Event Listing

James T. White II, MSCED, Boston Area Tobacco Control Coalition, The Medical Foundation, 622 Washington St., Dorchester, MA 02124, 617-423-4337 ext. 508, jwhite@tmfnet.org

This presentation will describe the Boston Area Tobacco Control Coalition's (BATCC) comprehensive counter marketing campaign – “Standing up to Big Tobacco” – which addresses health disparities, and counters big tobacco through community education, grass roots research activities, and media advocacy. The Standing up to Big Tobacco campaign shed light on the issues of minorities and residents in low income communities and mobilized them to take action against tobacco companies and their retail outlets. The 1998 Surgeon General's Report correlated high smoking rates among minorities to tobacco industry marketing which placed disproportionately high number of billboards and other advertisements in these communities. Excessive tobacco use contributes to higher rates of smoking-related chronic and preventable diseases among minority residents as compared to their white counterparts. Given the elevated health risk in these communities, BATCC worked with community partners to implement a compelling campaign: tobacco ads were assessed through Store Alert surveys; anti-tobacco media ads were developed and promoted; “Don't Be a Fool” spoof postcards distributed; and a youth rally was held to influence norms and attitudes of the community.

Learning Objectives: