Operation Storefront Survey: An urban perspective on tobacco products and advertisement accessibility

Background: Studies show that point-of-purchase advertising and promotion in combination with access to products directly influence brand and product selection. Cleveland, Ohio is a large metropolitan city which is inundated with retail outlets/corner stores whose counters are beleaguered with tobacco displays, signage and special offers. The “Operation Storefront” study has enabled public health to partner with community development neighborhood agencies and youth volunteers to conduct interior and exterior surveillance of tobacco signage and products in corner and convenience stores.

Method: This study uses the survey research method to 1) ascertain surveillance data on exterior and interior tobacco promotions and product placement and 2) spatial analysis of corner/convenient stores demonstrating higher quantity of advertisements and products and proximity to schools and parks. The study included a sample of corner stores in the metropolitan area of Cleveland, Ohio.

Results: The partnership will allow public health to work with store owners to reduce the number of exterior and interior tobacco signage and utilize posters promoting healthy messages, created by youth, that counter tobacco companies marketing efforts for interior and exterior store display (June 2009, final analysis report ).

Discussion: The implications of our findings will be used to engage community stakeholders in advocating for change through health education and promotion activities in addition, to local policy and legislation enforcement.