The 13th World Conference on Tobacco OR Health

Of all the programs administered by the California Tobacco Control Program, the media campaign is the one component that inspires an opinion in just about everyone. And rightly so, because since Day 1, the target has not been smokers, or non-smokers, but all residents of California. It has been the firebrand of the Program, due to its high profile in statewide electronic media, billboards, and other venues. Its messages, which had not been previously utilized on such a large scale, stressed two critical themes that engaged non-smokers, and even smokers: (1) an anti-tobacco industry strategy that served to shape public awareness on tobacco use and the role of the tobacco industry as the major contributor to disease and death; and (2) a heightened awareness of the dangers of secondhand smoke.

These two message platforms helped shape public opinion against the tobacco industry and also moved dozens of California communities to pass local policies that prohibited smoking in workplaces and bars, the antecedent for the statewide law. The success of the campaign has not been without its drawbacks. It has been the subject of numerous public record requests, lawsuits, and on-going harrassment. However, it continues to help shape public opinion and drive critical local tobacco policy development. It moves people from apathy into action.