Office of the City Manager

Snakes, Sheep, Message from Little Boy Sends Strong Tobacco Prevention Message

Snakes, Sheep, Message from Little Boy Sends Strong Tobacco Prevention Message


PASADENA, Calif.—Snakes, sheep and a poignant message from a little boy are part of an important, bilingual public awareness campaign unveiled today by the Pasadena Public Health Department (PPHD) to help warn against the dangers of using menthol cigarettes, electronic vaping devices and tobacco-flavored products. 

The local educational campaign in English and Spanish is focused on reaching Latino and African-American youths and adults, especially in Northwest Pasadena, with social media messages, bus shelter displays, interior placards inside Pasadena Transit buses and point-of-sale ads voluntarily used by tobacco retailers inside stores. 

City Health Officer Dr. Ying-Ying Goh said tobacco use is still the number one preventable cause of death in the United States and statistics show the use of these types of tobacco products are very popular products with Hispanic/Latinos and African Americans. 

“Most young people who use tobacco report using flavored products,” Dr. Goh said. “These products are deadly tools that hook young people onto a lifetime of tobacco use.” 

Funding for the educational campaign comes from a three-year, $1.5 million grant from the U.S. Centers for Disease Control Prevention’s Racial and Ethnic Approaches to Community Health (REACH) Program.  Currently, the federal REACH program has provided 49 grants, but Pasadena is the only city-based health department in the country to receive funding and is also the only grantee using the funds for an anti-menthol, anti-tobacco product prevention effort. 

Public Health Department Director Michael Johnson said the educational campaign seeks to:  

  • Raise awareness about the high use of mentholated cigarettes, electronic cigarettes and flavored tobacco products and the aggressive advertising tactics used by the tobacco industry. 
  • Increase knowledge about mentholated and flavored tobacco to combat common perceptions that these products are safer than regular tobacco. 
  • Shift prevailing attitudes about these products among Pasadena’s African-American and Latino adults and youths that these products are acceptable to use. 

 The current campaign was developed in conjunction with The Pastilla Institute, a Pasadena-based creative marketing and branding agency.  Several local organizations helped provide input on shaping the campaign’s messages, including the Pasadena Tobacco Prevention Coalition, NATHA (Neighbors Acting Together Helping All), Day One and the Pasadena Cigarette Stompers Youth Ambassadors. 

Over the last decade, Pasadena has been a leader in the battle against tobacco-related death and disability through adoption of innovative tobacco control policies.  For more information about the media campaign and other anti-tobacco efforts, visit www.cityofpasadena.net/publichealth/REACH, or call (626) 744-6014. 

For more than 120 years, PPHD has worked to promote and protect the health of the greater Pasadena area.  Visit the department online at www.cityofpasadena.net/publichealth.  Stay connected to the City of Pasadena!  Visit us online at www.cityofpasadena.net; follow us on Twitter @PasadenaGov, www.twitter.com/pasadenagov, and Instagram @PasadenaGov, www.instagram.com/pasadenagov; like us on Facebook at www.facebook.com/cityofpasadena; and subscribe to our YouTube channel at www.youtube.com/pasadenagov.  Or call the Citizen Service Center, 7:30 a.m. to 5 p.m., Monday through Friday at (626) 744-7311. 

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NEWS MEDIA CONTACTS: Adrienne Kung, Public Information Coordinator, Public Health Department, (626) 744-6151, akung@cityofpasadena.net  OR William H. Boyer, Pasadena Public Information Officer, City Manager’s Office, (626) 744-4755, wboyer@cityofpasadena.net  






Posted: 11/16/2016 01:00:00 PM
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