Rural Youth Participation in Community Assessment of Neighborhood Stores

Despite regulations prohibiting tobacco marketing to children, advertisements and product placement in convenience stores still appeal to youth. The tobacco industry spends $146 million dollars annually in Washington State to advertise and generate new smokers. Studies show that exposure to advertisements, including product and advertisement placement, influence youth perceptions and have a causal relationship to tobacco use behaviors. Media Literacy Education has been used with youth to critically evaluate advertising. Adolescents participating in this assessment of marketing tactics were unaware of the amount of advertisement and strategies used by tobacco companies to market to young people.

Healthy Youth data show that 30% of Washington State 10th grades are susceptible to smoking and 36% of Grant County 10th graders are susceptible. In 2012, the Grant County Health District, Quincy Communities that Care, and students from area schools conducted an assessment of alcohol and tobacco advertisements and product placement in 20 rural Grant County convenience stores.  All participants received an educational intervention introducing media literacy and marketing tactics. Students systematically evaluated advertising using the Community Assessment of Neighborhood Stores Inventory Record.

Students reported an increased awareness of products and advertisements meant to target their age groups. Advertisement and product placement near candy and entry ways were seen in most stores. Media literacy education in Grant County youth identified a need to work with local stores to comply with advertising laws. At the end of the intervention, two stores participated in making changes to their stores and received recognition in their communities.