Countering the prevalence of youth cigar use: The cigar trap

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.