Online Program

Countering the prevalence of youth cigar use: The cigar trap

Tuesday, November 5, 2013 : 11:30 a.m. - 11:50 a.m.

Dawn Berkowitz, MPH, CHES, Center for Tobacco Prevention and Control, Maryland Department of Health and Mental Hygiene, Baltimore, MD
The Maryland Department of Health and Mental Hygiene's Center for Tobacco Prevention and Control is one of the first programs/states in the nation to address the alarming increase in cigar use among youth. Maryland Youth Tobacco Survey data show that while cigarette smoking rates among underage youth decreased by 40% between 2000 and 2010, during that same time period, cigar use (i.e. small, often flavored cigars such as Black and Milds, Swisher Sweets, etc.) increased by 11%, making current prevalence of cigarettes and cigars nearly identical. This presentation will highlight Maryland's data, as well as available national cigar use data - looking at use of flavored cigars, gender, race/ethnicity, and concurrent use of cigarettes and other tobacco products. Utilizing a review of the data, Maryland worked with a contractor to develop a cutting-edge campaign on youth cigar use. An overview will be provided of quantitative and qualitative research, focus group results, and messages/taglines tested. The resulting "The Cigar Trap" campaign includes print and outdoor media, radio ads, and toolkits containing fact sheets for partners. The campaign has received national attention, including a front page article in The Washington Post, and Ms. Berkowitz has been asked to present at several national meetings and webinars, including the National Conference on Tobacco or Health, the Smoking Cessation Leadership Center, and Public Health Grand Rounds at the Johns Hopkins School of Public Health. Successes, challenges, and lessons learned from campaign development and execution will be highlighted.

Learning Areas:

Administer health education strategies, interventions and programs
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
Identify national and state-specific cigar use data among youth and young adults. Explain how to utilize quantitative and qualitative data in the creation of media campaigns. Describe elements for implementing an effective media campaign related to the issue of youth utilization of small and little cigars.

Keyword(s): Tobacco, Cigars

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have overseen statewide and federally-funded tobacco control efforts for the Maryland Department of Health and Mental Hygiene for 15+ years. I developed "The Cigar Trap" campaign as a result of an American Recovery and Reinvestment Act grant application I submitted addressing the alarming rise in cigar use rates, necessitating health communications efforts educating parents, advocates, and the public of this disturbing trend. The campaign was developed from quantitative and qualitative research methods.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.