SNAKES AND SHEEP SEND A STRONG TOBACCO
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
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
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.
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.
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.
FOR IMMEDIATE RELEASE: NOVEMBER 16, 2016, #067-16
MEDIA CONTACTS: Adrienne
Kung, Public Information Coordinator, Public Health Department, (626) 744-6151,
firstname.lastname@example.org OR William
H. Boyer, Pasadena Public Information Officer, City Manager’s Office, (626)