2018 Tobacco and Alcohol Retail Assessment Findings + ...

Health Promotion and Chronic Disease PreventionPUBLIC HEALTH DIVISION

2018 Tobacco and Alcohol Retail Assessment Findings + Technical

Assistance ToolkitJohn Donovan, Senior Vice President, Metropolitan Group

May 8, 201910:30am - 12:00pm

Oregon Health Authority

Health Promotion and Chronic Disease Prevention Section Oregon Public Health Division

Agenda Overview

• Meeting Purpose and Agenda Review• Project & Communication Plan Technical Assistance

Toolkit Overview• Statewide Report and County Fact Sheets• Toolkit Elements • Media Planning and Tools/Support• Next steps

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What does this mean for you

• We heard the request for tools to help communicate• This is an ongoing process, don’t feel rushed to go faster

than makes sense for your county• There is a lot of help here and more support available• Take the process one step at a time, communicate with

your leadership, engage with your partners, decide what makes sense together

• Don’t hesitate to ask questions or for help from OHA• This is a great way to build support for your program!

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Tobacco Retail Assessment Overview

• Gain a comprehensive understanding of the tobacco industry’s presence in retail environments in Oregon

• Understand the tactics the tobacco industry uses to target Oregon residents, particularly youth, communities of color, and people living with lower incomes

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Technical Assistance Toolkit Overview

• Statewide report• Statewide report summary and county-level fact sheets• Email announcement blurb for internal and external dissemination• Sample social media posts to announce the report and share its findings • Short newsletter article to announce the assessment results• Sample talking points about the assessment and report, key findings, and

options for policy engagement• PowerPoint presentation, with background information, results and

options for policy engagement, customizable for different audiences• Sample press release with blanks for customization to each county

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Statewide Report : Cover

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Statewide Report : About the Assessment

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Statewide Report: Findings

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Statewide Report: Policy Solutions

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Statewide Report: Policy Solutions

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Statewide Report: End Notes

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Statewide Summary + County Summary Sheets

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WHAT IS OHA’S TOBACCO PREVENTION AND EDUCATION PROGRAM (TPEP)?

The Oregon Tobacco Prevention and Education Program (TPEP) of the Oregon Health Authority (OHA), works collaboratively with Local Health Departments (LHDs) to implement community tobacco prevention and education programs that are grounded in best practices for tobacco control and seek to make sustainable policy, systems and environmental change.

To create a current picture of what tobacco retail marketing looks like across the state, local health department staff and volunteers visited more than 2,000 Oregon tobacco retailers in 2018. Using a standardized assessment tool, these visits provided comprehensive data on how the tobacco industry pushes its deadly products across Oregon.

The findings were clear: the tobacco industry targets people in Oregon, especially youth, communities of color and people living with lower incomes. Consider these facts from the assessment:

The tobacco industry spends over $100 million each year in Oregon1, putting its products front-and-center where people, including kids, will see them every day. This drumbeat of promotion is intentional. It is designed to manipulate consumers, spark nicotine cravings and generate impulse tobacco purchases among people trying to quit. These ads also lure teens and young adults to a deadly product.2 The dominance of youth-targeted promotions begins on the exterior walls and windows of stores, with big, colorful ads that often are at the eye level of a young child.3 Tobacco retailers place attractive images of tobacco products alongside ads for snacks and treats that kids love, such as sodas, hot dogs and chips.4

OHA’s assessment sheds light on the variety and intensity of tobacco marketing targeted at youth. It also shows how industry targets communities that already experience higher rates of tobacco use and tobacco-related chronic disease and death. To learn more about the retail assessment results and how counties, tribes, and community advocates are fighting back, read the full statewide report.

• To read the full statewide report, please visit: [link updated once created].

• To stay in touch with tobacco news and prevention, follow Smokefree Oregon on Facebook.

• To get involved, please visit: smokefreeoregon.com/what-you-can-do/

1-7 For more information on data sources, please visit: smokefreeoregon.com/sources/

ASSESSING OREGON’S RETAIL ENVIRONMENTSHINING LIGHT ON TOBACCO INDUSTRY TACTICS

12" 1 in 5 of tobacco retailers in the retail assessment placed tobacco products within a foot of candy or toys.

3 in 4 Oregon high school students reported seeing e-cigarettes ads in stores, online or in other media in 2017.

Among 11th-graders between 2016 and 2018, use of e-cigarettes increased by 50%.

64% of retailers offered discounts to make tobacco accessible to youth and low-income individuals.

1 in 2 retailers displayed outside advertising for at least one type of tobacco product.


Q&A

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Sample Talking Points: Overview

• Use as a starting point, not as a script that you have to memorize• Follows report structure and logic chain• Includes anticipated questions and recommended responses• Intended to be customized for specific audiences and situations• Intended to be a living document that can grow and evolve over time

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Sample Talking Points: About the Assessment

• Report sheds light on the tobacco industry’s marketing and advertising tactics in Oregon retail locations.

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Finding: Tobacco is sweet, cheap and everywhere• Sweet tobacco flavors are prominently marketed and designed to hook

youth.• 92 percent sold fruit- or candy-flavored products (e.g., e-cigarettes in

flavors such as “Pebbles Donuts”).• These flavors are designed to appeal to underage consumers by masking

the natural harshness and true taste of tobacco.• In Oregon, e-cigarette use among 11th graders is approximately 13

percent as of 2017 and rising rapidly here and across US.• 4 out of 5 Oregon youth who have used tobacco started with a flavored

product.

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Finding: Tobacco industry makes sure retailers sell tobacco cheap to keep low income customers

• The tobacco industry frequently incentivizes retailers to offer discounts and coupons.

• “Single serving” products, such as small flavored cigars, can be sold for $1 or less.

• 53 percent of tobacco retailers advertised cigarillos for less than $1.• 76 percent of tobacco retailers in the assessment had a price discount on

at least one tobacco product.• Industry-driven discounts target low-income communities and youth with

limited budgets.

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Finding: The tobacco industry targets communities of color.

• Of the retailers that sold cigarettes, 96 percent sold menthol cigarettes.– The tobacco industry markets menthol products heavily in African American

communities and uses themes of black empowerment and identity.– 60 percent of African American youth prefer Newport, a brand of menthol

cigarettes, compared with 22 percent of white youth.• The commercial tobacco industry steals cultural imagery and values from

tribal nations’ sacred tobacco traditions to sell addictive products.,– Commercial tobacco companies also target American Indians and Alaska

Natives with promotions, events and giveaways.

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Finding: Tobacco ads are front and center in most stores, many are next to candy and toys.

• Approximately 50 percent of tobacco retailers used outside advertising for at least one type of tobacco product to maximize their brand presence.

• Tobacco retailers placed attractive images of tobacco products alongside ads for snacks and treats that kids know and love, such as sodas, hot dogs and chips.

– 20 percent of tobacco retailers in the assessment placed tobacco products within a foot of candy or toys. Kids who see tobacco marketing more often are more likely to start smoking.

• By the time a shopper reaches the register, tobacco promotions are inescapable. The tobacco industry spends more than 75 percent of its promotion and advertising dollars in the retail environment.

• Exposure to tobacco ads has been linked to impulse tobacco buys among adults who are trying to quit and to relapse among people who have quit.

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Calls to action: Talking points about policy solutions

• Tobacco retail licensure requires businesses to obtain an annual license to sell tobacco and e-cigarettes.

• Increasing the price of tobacco products is a proven strategy to help people quit and keep youth from starting.

• Prohibiting flavored tobacco products would get rid of fruit- or candy-flavored products designed to appeal to youth, as well as menthol products that are marketed heavily to African Americans.

• Proximity and density policies would limit the number of tobacco retailers that could be located in certain areas, such as near a school.

• Tobacco-free pharmacies, another use of tobacco retail licensure and proximity and density restrictions, would keep deadly tobacco out of the places Oregonians go for medicine, flu shots and health care advice.

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Q&A

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Email Announcement

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Social Media Posts

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Newsletter Article

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PowerPoint Presentation

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Q&A

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Earned Media Planning

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Earned media is an important way to leverage retail assessment findings and to advance ongoing communications efforts. • An earned media event generates interest in your work. The goal of the

event is to “earn media”—or to get stories about your work published in news outlets.

• Earned media help reach new community members and increase the credibility of your findings. Earned media are not paid advertisements. Earned media offer reporters what they need: compelling, important information to share with their audiences.

• Even though you are not paying for media coverage, earned media expenses include staff time and event costs.

• Use the checklist provided by OHA for earned media event planning.



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• Receive approval from your Public Information Officer, County Health Administrator or Tribal Health Administrator.

• Develop a list of appropriate reporters and outlets in your community.

• Identify your spokesperson or champion.

Outlet Type Outlet Name Contact Name Notes or ConsiderationsTV Station KVOM Mary Gomez

Health ReporterMary publishes health news twice a month.



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• Develop an earned media event planning timeline and event program.• Conducting a well-organized media event involves:

– Preparing the speakers and the location,– Considering the logistics both for the media attendees as well as the

spokespeople,– Managing the event program, including the amount of time for speaker

remarks and answering follow-up questions, and – Following-up with media that did not attend.

• The event is also an opportunity to leverage the media channels you control—your web pages, Facebook page or Twitter account—before, during, and after the media activities.

• Finally, the event is a chance to engage and empower partners.


Sample Press Release

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Q&A

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THANK YOU!

QUESTIONS OR CONCERNS?

SARAH WYLIE, OHA HEALTH PROMOTION STRATEGIST [email protected](971) 673-1051

mailto:[email protected]

2018 Tobacco and Alcohol Retail Assessment Findings + ...

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