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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

Mobilizing youth and young adults in import car culture

Stella Jun and Jay Jasper Pugao. Project RIDE, Bay Area Community Resources, 3270 Lakeshore Ave., Oakland, CA 94610

Objective: The audiences will learn how to engage and mobilize a hard-to-reach youth/young adults population through innovative street guerilla marketing campaigns and trainings that highlight a tobacco issue as a social justice issue.

Methods: The primary component of RIDE's campaign strategy to engage and mobilize a hard- to –reach youth/young adults who are often not in school is embedding the tobacco sponsorship, free tobacco product sampling and Second Hand Smoking issues in a popular youth culture- import car scene.

RIDE outreaches to the youth/young adult population in underground culture through an innovative street marketing campaign which includes (a) research on our target community through surveys and focus groups; (b) a visible presence at major and local car shows through booths; (c) a guerrilla watchdog and marketing strategies such as video surveillance and documentation of tobacco marketing and (d) intensive trainings on tobacco as a social justice issue


RIDE incorporated the needs and demands of import car enthusiasts and armed them with tobacco knowledge and community organizing skills. After surveying 3,000 young import tuners at cultural events and import car events, RIDE developed the marketing campaigns and recruited over 300 volunteers across 5 states and helped over 15 import car shows and teams to adopt tobacco-free sponsorship policies at both institutional and grassroots levels.

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