Latino Youth: A Hot Market

1
Latino Youth A Hot Market

• Reducing Tobacco Use Among Young Adults
• April 30, 2009
• Presented by
• Alejandro Garcia-Barbon, MIM

2
Latino Population

• Latinos make up between 14 of total US
  Population
• Largest racial/ethnic group in US
• There are between 40.4 million Latinos in US (not
  counting the undocumented).
• Fastest-growing racial/ethnic group
• Latino population grew by 58 percent between
  1990-2000 (compared to 13.2 percent for rest of
  nation)
• Young population 50 are under the age of 26
  and 35 are younger than 18.
• Spectacular growth anticipated

3
Percent Distribution of Latinosby Type 2000
4
Companies Want Latino Youth to
BUY BUY BUY
PEPSI
5
Companies Want Latino Youth to
BUY BUY BUY
Doritos Enrique Iglesias
6
Latinos and Tobacco
7
Smoking Prevalence

• 23.5 of adults (46 million people) are
  regular smokers.
• 33 of people below the poverty line smoke,
  compared with just 23 of those at or above the
  poverty line.
• 13 of people with an undergraduate degree smoke
  cigarettes, compared with nearly 40 of those who
  went only through early high school.

8
Adult Tobacco PrevalenceLatinos and Other Groups
32
22
21
16
13
9
SmokingRelated Morbidity Mortality

• Smoking causes cancers of the lung, larynx,
  mouth, esophagus, and bladder and contributes to
  cancers of the pancreas, kidney and cervix.
• Each year, smoking kills more people than AIDS,
  alcohol, drug abuse, car crashes, murders,
  suicides, and fires combined!

10
Effects of Smoking on Latino

• Lung cancer is the leading cause of cancer deaths
  among Latinos.
• Coronary heart disease is the leading cause of
  death among Latinos
• Latino men smoke at much higher rates than Latina
  women

11
Factors Contributing to Smoking

• Poverty (double the National rate).
• Low educational achievement.
• Highest drop-out rate in nation.
• Drop-outs smoke at higher rates than those in
  school.
• Mental health (smoking may be a marker for
  underlying mental health problems, such as
  depression certainly true of Mexican American
  women and Latino boys).

12
Smoking Related Factors Among Latinos

• Advertising
• Many Latinos are not receiving anti-smoking
  messages and advice from health care providers on
  quitting smoking and the dangers of tobacco.
• In 2000, 8.3 of low-educated Latino men who were
  current smokers had been advised by a physician
  to stop smoking compared to 59.6 percent of
  low-educated White men.

13
Smoking Related FactorsAmong Latinos

• Latinos are the most likely to be uninsured of
  all racial or ethnic groups. 47 million uninsured
  - 15.5 million of them are Latinos.
• One in four (25.4) Latino children ages 6-17
  years do not have any health care visits to an
  office or clinic within a year. This rate was
  higher than that for White (13.7) or African
  American Children (18.2).

14
Latino Youth and Tobacco
15
Percentage of U.S. High School and Middle School
Students Reporting Smoking Cigarettes by
Race/Ethnicity (2007)
16
Percentage of U.S. High School and Middle School
Students Reporting Cigar by Race/Ethnicity (2007)
17
Percentage of U.S. High School and Middle School
Students Reporting Smokeless Tobacco Use by
Race/Ethnicity (2007)
18
Smoking Prevalence

• More than 80 of adults who are addicted to
  tobacco began smoking when they were
• under the age of 18 years.

19
This is what the TOBACCO INDUSTRY SAID about why
they LOVE LATINOS

• Poorly educated, downscale economically...Hispan
  ics may offer BWT a rather attractive
  opportunity.
• (Brown Willamson Tobacco memo, 1980)

20
Tobacco Industry Marketing Strategies
21
Advertising

• Tobacco companies advertise in magazines with
  high youth readership, including Sports
  Illustrated, People, Rolling Stone, Hot Rod,
  Glamour, Vibe, Motor Trend, Spin, Mademoiselle
  and others.
• Youth readership totaling more than two million
  or more than 15 of the magazine's overall
  readership.

22
Advertising

• Tobacco ads are created to get young adults to
  think smoking will make them
• independent
• tough
• strong
• popular
• happy
• "KOOL"
• attractive
• self-reliant

23
Advertising to Young Adults

• After the 1998 Master Settlement Agreement the
  industry began to focus on a new and totally
  legal target audience - you, the 18-24 year old.
• The third largest cigarette company in the United
  States, Brown Williamson, spends 30 million
  per year on bar promotions.
• Big Tobacco is big on sponsoring musical events
  they know college students are into. During 1999,
  Philip Morris sponsored 117 events at bars and
  nightclubs featuring groups like the Violent
  Femmes, Los Lobos, and Smash Mouth. The KOOL MIXX
  2004 was a DJ competition that gave out a 10,000
  cash prize. Also sponsored by KOOL was the New
  Jazz Philosophy Tour, which, in 2006, featured
  Busta Rhymes, Miri Ben-Ari, and The Roots.
• An internal document from RJ Reynolds states that
  the alternative weeklies are an ideal way to
  reach the Millenial generation because these
  publications are often free at coffeehouses and
  nightclubs - locations where this generation
  hangs out.
• One study showed that 1 in 10 college students
  have gone to an industry-sponsored party.

24
New Advertising Strategies
25
New Advertising Strategies
26
New Advertising Strategies
27
New Advertising Strategies
28
New Advertising Strategies
29
New Advertising Strategies
30
(No Transcript)
31
New Advertising Strategies
32
Flavored Cigarettes
33
Flavored Cigarettes
34
Flavored Cigarettes
35
KOOL DJ Mix
36
What Can We Do?

• Organize
• Develop Partnerships
• Outreach

37
Effective Strategies
Expressions of Community Norms
Limitations on Access
Strategies
Strategies Based in Schools
STRATEGIES
38
Limitations on access help reduce availability to
minors.

• Enforce minimum purchase age laws -aimed at
  retailers -aimed at youth
• Strengthen minimum purchase age laws
• Reduce social availability
• Reduce overall community availability of tobacco

Limitations on Access
ACCESS
39
Enforcement aimed at retailers helps prevent
sales to youth.

• Vigorous use of compliance checks
• Application of appropriate sanctions to violating
  merchants
• Education of merchants regarding techniques and
  responsibilities
• Development of community support for enforcement

Limitations on Access
ACCESS
40
Expressions of Norms discourage would-be
smokers and relate their behavior to the
community as a whole.
Expressions of Community Norms

• Controls on tobacco advertisingfor Latinos
• Parent coalitions to reduce use of tobacco
• Media campaigns, media advocacy, and
  counter-advertising

NORM
41
Events-focused strategies seek to shape the
community norms.
Expressions of Community Norms

• Prohibition of tobacco sponsorship of public
  events
• Prohibitions/Controls on tobacco use at community
  events or in public areas
• Community sponsorship of a tobacco-free
  activities for youth

NORMS
42
School-based strategies educate youth and get
them involved in prevention.

• School policies regarding tobacco use on school
  propertyor at school-sponsored events
• Prevention curricula
• Media literacy programs

Strategies Based in Schools
SCHOOL-BASED
43
Youth and Adult Partnerships
44
Youth and Adult Partnerships Challenges of
Working with Youth
45
Youth and Adult PartnershipsA Different World
46
Youth and Adult PartnershipsWhy do we need
youth partnerships?
47
Youth and Adult PartnershipsWhat can we do to
make the partnership stronger?
48
THANK YOU!

• Alejandro Garcia-Barbon, MIM
• [phone]
• albarbon1_at_yahoo.com