Ashes to ashes arizona s african american anti tobacco campaign
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“Ashes To Ashes” Arizona’s African American Anti-Tobacco Campaign. Robbin Day Brooks, MSW, CPP Ethnic & Rural Outreach Coordinator Arizona Department of Health Services Tobacco Education Prevention Program. Funded By Arizona Department of Health Services. Arizona’s Population in 2003.

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Ashes to ashes arizona s african american anti tobacco campaign

“Ashes To Ashes”Arizona’s African American Anti-Tobacco Campaign

Robbin Day Brooks, MSW, CPP

Ethnic & Rural Outreach Coordinator

Arizona Department of Health Services

Tobacco Education Prevention Program

Funded By Arizona Department of Health Services


Arizona s population in 2003
Arizona’s Population in 2003

  • 5,629,870 Total Arizona residents

  • 3,608,747 (64.1%) White non-Hispanic

  • 1,424,357 (25.3%) Hispanic or Latino

  • 292,753 (5.2%) American Indian

  • 185,786 (3.3%) African American

  • 118,277 (2.1%) Asian Pacific Islander

    Source: Differences In The Health Status Among Ethnic Groups, Arizona,

    2003 (ADHS Bureau of Public Health Statistics).


In arizona
In Arizona. . .

  • African American population = 185,786 people

  • Over 70% of African American residents live in Maricopa County

  • Majority of African American residents live in Phoenix Metro Area

  • Major growth: between 1990 to 2003, the African American population in Arizona increased 68.1%

Source: Department of Economic Security. “Differences In The Health Status Among Ethnic Groups,” Arizona, 2003 (ADHS Vital Statistics).



Average age at death in arizona
Average Age At Death in Arizona Americans

  • African American women live longer than African American men. The average mortality age forwomen is 65.3 years old. On the other hand, men live untilapproximately 60.0 years old.

  • African Americans had the worse or next to the worse health status among all ethnic groups in 53 of 70 health measures.

Source: “Differences In The Health Status Among Ethnic Groups,” Arizona,

2003 (ADHS Vital Statistics).


Arizona s african americans ranked 1 in mortality

Infant Mortality Americans

Infant Mortality from SIDS

Cardiovascular Disease

Diseases of the Heart

Cerebrovascular Disease

Lung Cancer

Breast Cancer

Colorectal Cancer

Prostate Cancer

Alzheimer’s Disease

Hypertension

Low Birth weight

HIV/AIDS

Arizona’s African Americans Ranked #1 In Mortality:

Source: “Differences In The Health Status Among Ethnic Groups,” Arizona, 2003 (ADHS Vital Statistics).


Health status continued

African American Women are the 2nd highest rated group for AmericansStroke. Asian men are ranked #1.

African Americans are 5x as likely to die from HIV/AIDS than White Non-Hispanics.

African Americans are nearly twice as likely than White Non-Hispanics to die from Breast Cancer.

African American infants are 2-3x more likely to die from SIDS or low birth weight.

Health Status continued:

Source: “Differences In The Health Status Among Ethnic Groups,” Arizona,

2003 (ADHS Vital Statistics).


Arizona s african american tobacco users
Arizona’s African American AmericansTobacco Users

  • Comprised of 3.3% of the Arizona population 39,015African Americans are estimated to be tobacco users.

  • Arizona’s African Americans have a 21% smoking prevalence rate.

Source: 2002 Adult Tobacco Survey, ADHS/Tobacco Education Prevention Program


Brand Preferences & Use Trends Americans

Ninety percent of African Americans prefermentholated cigarettes, such as Newport, Kool, Salem and Marlboro Mild. Researchers believe use of menthol cigarettes may contribute to increased rates of morbidity.Compared to other groups, African Americans tend to inhale deeperwhen puffing cigarettes. This can contribute to increased health complications.

Source: ACS, “Lung Cancer Takes High Tool On African Americans.” (2001).


The tobacco industry has a strong grip on African Americans that can be traced from the days when slaves worked in tobacco fields to today, where Big Tobacco employs more African Americans than any other race. African Americans are currently the second-largest group of smokers in the nation.Source: “Pathways To Freedom”


Understanding the tobacco industry s exploitive marketing approaches

Understanding The that can be Tobacco Industry’s Exploitive Marketing Approaches


Tobacco industry s view of african americans

A group with particular that can be vulnerabilities related to history, social and economic.

Exploit vulnerabilities by portraying addiction to cigarettes as a civil right and a free choice.

Provide money and social recognition, the industry suggests a picture of inclusion and friendship.

Ignore the devastating impact tobacco products have on the very people it claims to support.

Exploit African Americans by providing resources that negatively influence health & wellness.

Tobacco Industry’s View Of African Americans?

Source: African American Leadership Groups: Smoking With The Enemy.


Disproportionate wide spread destruction within the african american community
Disproportionate Wide-spread Destruction Within The African American Community:

  • Increased Tobacco-related diseases

  • Premature death

  • Increased exposure to secondhand smoke

  • Increased denial of negative consequences

  • Historical connection to African Americans, slavery and tobacco (planted it, harvested it, used it, became addicted to it)

Source: African American Leadership Groups: Smoking With The Enemy.


Do the math the cost of tobacco
Do The Math: The Cost of Tobacco American Community:

  • The tobacco industry spends approximately $25 million per year marketing in the African American community.

  • 45,000 African Americans die annually from preventable tobacco related diseases.

  • Breakdown cost $555 per person.

Source: African American Leadership Groups: “Smoking

With The Enemy”.


Media public relations marketing approaches southwest dimensions inc

Media & Public Relations American Community: Marketing ApproachesSouthwest Dimensions, Inc.


Focus groups

Conducted four American Community: Focus Groups in 11/03

85 African Americans were pre-screened on the basis of gender, age, education, geographical location, health status and availability

65 people were invited to actually participate in the Focus Groups

Each person completed a 2-page Individual Survey

Geographical locations included 8 cities.

Ages 12 to 68

52 were female

33 were males

15 were under age 18

53 of participants had at least one year of college

All participants were concerned about Health & Wellness

Focus Groups


Findings
Findings: American Community:

  • For the majority of participants, the power of the relationship and word of mouth communication approach, added credibility on if someone believed the information or not.

  • 58 of the 85 reported they collect health-related information mostly from communicating with friends, family, church members, co-workers or their primary care physician.


Common themes recommendations
Common Themes & Recommendations: American Community:

  • Acknowledge people distrust information coming from the “State Government.”

  • Deal with historical “harms” honestly.

  • Earn credibility in the community.

  • Maximize resource sharing.

  • Provide services in the community.

  • Educate community on tactics, health, etc.

  • Mobilize communities toward action.


Ashes to ashes

Ashes To Ashes American Community:

Grassroot Community Mobilization


Coordinating, implementing and executing American Community:

Ashes To Ashes


Ashes to ashes1

Ashes To Ashes American Community:

The primary objective of the Ashes to Ashes Campaign is to reachthe African-American community in Arizona, educatethem on tobacco-related diseases and negative impact on their community, and encourage use of cessation services.


Ashes to ashes strategy

Encourage Involvement. American Community:The African-American community to be co-creators of the campaign so the message would be from the community and to the community.

Evoke emotion. Traditionally, African-Americans have needed strong emotions and a revolutionary movement to promote change in the culture and community.

Personify Tobacco. Tobacco must be understood as someone who is not their friend and who hopes to incur sickness, disability, low quality of life, and ultimately genocide.

Ashes To Ashes Strategy:


Key community approaches

Promoting Awareness: American Community:

-Develop Community Partnerships

-Develop Educational Materials

-Conduct Local Outreach Activities

(Health Fairs, etc.)

-Provide Church Bulletin Inserts

Promoting Quitting:

-Promote “Smokeless Sundays”

-Train and certify Church & Community Staff on Tobacco Control

-Provide community level cessation services

-Conduct Community Outreach activities (large community events)

Key Community Approaches:


Ashes to ashes community partners
Ashes To Ashes American Community:Community Partners

  • Arizona Department Health Services

  • Tobacco Education Prevention Program

  • Southwest Dimensions, Inc.

  • Tanner Community Development Corp.

  • Black Chamber of Commerce

  • African American Churches

  • Arizona Informant Newspaper

  • County Health Departments

  • AZ Healthlinks (Worksites, Smokefree Policy, Health & Wellness Programs)


  • Arizona Smokers Helpline American Community:

  • Association of Black Cardiologist

  • Greater Phoenix Urban League

  • Arizona Opportunities Industrialization Center (OIC)

  • African American Barber & Beauty Shops

  • Black Nurses Association of Greater Phoenix

  • African American Christian Clergy Coalition

  • American Heart Association/Cultural Health Initiatives


Nine communities in arizona
Nine Communities In Arizona American Community:

  • Bethesda Community Baptist Church

  • First Institutional Baptist Church (FIBC)

  • First New Life Missionary Baptist Church

  • Greater Bethel AME Church

  • Tanner Chapel AME Church

  • Greater Phoenix Urban League

  • Arizona Opportunities Industrialization Center (OIC)

  • Tucson/University of Arizona

  • Flagstaff/Northern University of Arizona


Reaching our churches communities

Community Health Fair Eastlake Park American Community:

National Alcohol & Drug Addiction Recovery Celebration

Youth Festivals

Arizona Women’s Health Week Governor’s Luncheon

FIBC Water Safety and Health Fair

FOCUS TV Show

Healthy Action On Jackson Health Fair

Salvation Army’s One Stop Over The Top Health Fair

CHOICES Health Fair

Reaching Our Churches & Communities


Ashes to ashes pilgrim rest baptist church launch conducted on april 24 2005

7:45AM and 10:45AM Worship Services American Community:

3534 people attended services

Youth Choir, Youth Ushers, Youth Minister, Pastor and Coordinators all wore Ashes2Ashes T-Shirts during the service

Media Coverage (AZ Informant)

Pastor incorporated tobacco statistics on SIDS, secondhand smoke, and chronic diseases in his sermon “Your Body Is A Temple Of God”

Over 70 people signed up for cessation services and support

Ashes To Ashes: Pilgrim Rest Baptist Church Launch Conducted On April 24, 2005


Our media partner arizona informant
Our Media Partner: Arizona Informant American Community:

  • Records Black History

  • Reaches more than 100,000 readers weekly

  • Promotes Ashes To Ashes Campaign

  • Provides media coverage for Ashes To Ashes Outreach Activities


Secondhand smoke
Secondhand Smoke American Community:

Nationwide, the greatest risk of SHS exposure:

  • African American Pre-school aged children

  • African American Children 5 to 11 years old

  • Non-smoking spouses/partners

  • Workers in high exposure workplaces

  • Approximately 72% of African Americans are exposed to secondhand smoke, compared to 50% of Whites.

    Source: National Network on Tobacco Prevention And Poverty, Fall 2004.


In arizona african american children are at greatest risk for exposure
In Arizona: African American Children Are At Greatest Risk For Exposure:

  • 2004 Pilot-Post Program Survey (2088 4th- 5th graders and 3311 6th –8th graders).

  • In all grades, African American students scored the highest (49% for 4th –5th grades and 53% for 6th – 8th grades) in reporting they live with someone who smokes.

Source: Student’s Report of Exposure To Smoking in the Family

Unit (ADHS-TEPP Square One, August 6, 2004).



Asthma & Tobacco For Exposure:

African Americans are

3x more likely than

Whites to die from

Asthma.

Source: American Lung Association


Tobacco diabetes
Tobacco & Diabetes For Exposure:

If you smoke and

have diabetes, your

risk for early death

is 11x greater than a

person without

diabetes.

Source: American Diabetes Association



Our television ads

Our Television Ads For Exposure:

“Ben”

“Linda”

“Stories”

“Dance Spot”

“Dance Spot” (Spanish)


For more information contact

For more information contact For Exposure:

Robbin Day Brooks

ADHS-TEPP (602) 364-0824

Rev. Arnold Jackson

TCDC (602) 253-6904

Thank You!


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