NY Tobacco Control Program's multi-level approach to policy change at the point of sale

Tobacco control policy change has traditionally had its first successes at the community level. In recognition of this, CDC's Best Practices includes community mobilization as a core component of a comprehensive state tobacco control program. The tobacco industry has traditionally been more successful at influencing policy at the state level. The New York Tobacco Control Program (NYTCP) has developed and implemented a focused, multi-level approach to build demand and support for policies that will reduce tobacco industry influences at the point of sale (POS). In this presentation we will describe program activities to advance policy and keep internal Department of Health (DOH) staff educated on the issue and to help decision makers see POS as a priority. Further we will describe the Program's community-level efforts to build public demand for POS policies. The Program facilitated collection and packaging of local data to support key program messages in support of POS policy change. They developed and promoted dissemination of core messages through paid media and used the statewide infrastructure of voluntary agencies, including the American Cancer Society and the Campaign for Tobacco-Free Kids, to create earned media by integrating core POS messages into key “tobacco days” such as the Great American SmokeOut.