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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

Friday, July 14, 2006 - 12:00 PM

Last Drag LA: a multi-faceted media campaign to reach the LGBT population

Linda M. Aragon, MPH, Los Angeles County Tobacco Control and Prevention Program, 3530 Wilshire Blvd, 8th Floor, Los Angeles, CA 90010 and Matthew K. LeVeque, Rogers & Associates, 1875 Century Park East, Suite 300, Los Angeles, CA 90067.

Objective: The Los Angeles County Tobacco Control and Prevention Program (TCPP) launched a pioneering campaign to raise awareness about the disproportionately high rates of smoking among LGBT individuals as reported in a recent study by the California Department Health Services and to promote tobacco cessation resources specially tailored to the LGBT population. The objective of this session is to describe multiple media strategies that can be utilized to smokers and non-smokers in the LGBT population, as well as community leaders, policy makers and the general population.

Methods: TCPP, in collaboration with its media consultant and three community based agencies funded to provide LGBT specific smoking cessation services, developed a multi-faceted media campaign that included the following four strategies: utilize print ads designed specifically for gay publications, create an internet presence; utilize peer-to-peer communication (street team) to create a buzz about the campaign and to show that being tobacco-free is sexy and attractive, and leverage advertising and grassroots activities in the media.

Results: International AP wire story and 2 wire photos resulted in hundreds of placements throughout the country and around the world. The campaign received extensive national and international coverage with stories on CNN Headline News, NPR's California Report, and in the New York Times marketing/advertising section. There was also extensive coverage in gay publications and on internet blogs. The website averages about 1,986 hits a day and the fact sheets on the 3 funded projects have been downloaded nearly 500 times on the website