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The 13th World Conference on Tobacco OR Health

Building capacity for a tobacco-free world

July 12-15, 2006, Washington, DC, USA

Thursday, July 13, 2006 - 12:00 PM

Project Kick Butt: Minority Youth's Responses to Smoking and Tobacco Company Advertising

DuWade Moses Sr., Master's, Degree, Youth Tobacco Control Program, Jesus' Stop Restoration Center, Inc., 2319 Maryland Avenue, Baltimore, MD 21218

Objective: Project Kick Butt attempted to educate minority youth (African Americans, Latino Americans, and Native American youth between the ages of 10 and 18 years) about the dangers of smoking, secondhand smoke, and tobacco company advertisement directed at youth. Minority youth smoking rates are increasing in Maryland, and in particular Baltimore City, where tobacco companies sponsor (and provide free give-away items) more than 95% of youth entertainment events or concerts.

Methods: The methods included: workshops to educate youth about the dangers of tobacco and secondhand smoking; smoking cessation classes; mock trials (such as putting a youth portraying “Goldilocks” on trial for allegedly smoking and starting a fire at the Three Bears' house), sporting event (track meet) to educate youth about tobacco prevention and cessation, health fairs, and collecting information from youth and adults who attended Project Kick Butt events about their support or knowledge about tobacco company advertisement.

Results: Project Kick Butt found that 95% of the participating minority youth initially did not know the dangers of tobacco, secondhand smoke, and how tobacco companies target minority youth in advertising. After the interventions, 100% of participants were knowledgeable in youth-driven tobacco control methods, and 10 youth were trained as Youth Peer Tobacco Health Educators (to in turn educate other youth).