Spit tobacco: The basics, marketing at rodeos and young adults Andrea Craig Dodge, MPH, MSW Director Buck Tobacco Sponsorship Project (510) 302-3324 acdodge@phi.org Buck Tobacco is funded by California Proposition 99 and by the Public Health Trust, Public Health Institute
Harms of spit tobacco 1 pinch/pouch of spit tobacco = nicotine in 3 to 4 cigarettes Oral leukoplakia small, white precancerous patches - can appear after one week of spit tobacco use Only 56% of people with oral cancer live beyond 5 years after diagnosis Source: Mayo Clinic
Spit tobacco use Nationwide: 2% past month use overall. Men & women age 18 to 25: 19% use rate in rural areas v. 5% in urban areas Source: Substance Abuse and Mental Health Administration (2004). National Survey on Drug Use and Health: National Findings, Detailed Tables. www.samhsa.gov California: Boys age 12 to 17: 9% in rural areas; 5% in urban areas Ages 12-17: 8% of whites; 4% of Latinos Adult males: 5% in rural areas; 2% in urban areas Source: Gilpin et al (2001). The California Tobacco control Program: A Decade of Progress, Results from the California Tobacco Surveys, 1990-1998. La Jolla, CA: University of California at San Diego.
Most popular spit tobacco brands nationwide: Youth age 12 to 17: Skoal (35%) and Copenhagen (22%). Young adults age 18 to 25: Skoal (40%) and Copenhagen (22%). Skoal and Copenhagen are products of the US Smokeless Tobacco Company (USSTC), the major tobacco sponsor of rodeos. Source: Substance Abuse and Mental Health Services Administration. (2004.) Results from the 2003 National Survey on Drug Use and Health: Detailed Tables. www.samhsa.gov
Tobacco company sponsorship of events Event sponsorship and sampling are increasingly important to spit tobacco companies Federal Trade Commission: in 2001, spit tobacco companies spent $17.9 million on free samples, and another $17.9 million on sporting events including rodeos USSTC is the major sponsor of rodeos.
Rodeo sanctioning groups For local rodeos, membership provides access to critical items: Prize purses Publicity Rodeo programs Famous cowboys Top stock contractors
Rodeo sanctioning groups Professional Rodeo Cowboys Association (PRCA) is largest and oldest; hundreds of professional events each year with audiences in the millions Professional Bull Riders, Inc. (PBR): Founded in 1992 by rodeo cowboys; bull riding only; extreme sport
Rodeo sanctioning groups National Intercollegiate Rodeo Association (NIRA): 137 member colleges; over 3,500 participants annually. www.collegerodeo.com NIRA athletes often move on to the professional associations
What s included in tobacco promotions at rodeos? Video game waiting to be placed inside a sampling tent at the PRCA National Finals Rodeo in Las Vegas, 2003 Sampling booths Program ads Title sponsorships Banners and other signage Scoreboards 8-second counters Flags carried during ceremonies
How do tobacco promotions affect kids and families? Research findings: Advertising and promotion encourage tobacco use among youths. (1) Adolescents decisions to start smoking are influenced more by tobacco marketing than by parental smoking or peer pressure. (2) In: TALC Model Policy for Rodeos (http://talc.phi.org). (1) Committee on Preventing Nicotine Addiction in Children and Youths, Institute of Medicine, Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths (Barbara S. Lynch & Richard J. Bonnie eds, 1994). (2) Nicola Evans et al., Influence of Tobacco Marketing and Exposure to Smokers on Adolescent Susceptibility to Smoking, 87(20) J. Nat l Cancer Inst. 1538 (Oct. 19, 1995)
How do tobacco promotions affect kids and families? Promotional events may encourage the initiation or the progression of tobacco use among college students. Rigotti N, Moran SE, Wechsler H. (2005). US college students exposure to tobacco promotions: prevalence and association with tobacco use. American Journal of Public Health 95(1):138-144.) 51% of PBR fans over age 18 said they were likely to purchase a product because it was a PBR sponsor. Scarborough Sports Marketing (2003) and R&R Research (2002). Advertise with Professional Bull Riders. www.pbrnow.com/media/advertise/print
The solution: policy change Kid on a mechanical bull ride next to a USSTC Sampling tent at the Oakdale Rodeo in Stanislaus County, CA, 2004 Policies that restrict tobacco use and marketing at rodeos can prevent the US Smokeless Tobacco Company (USSTC) from continuing to market their products in an environment where they can reach the highrisk groups (children, young men, rural populations, etc.)
College rodeo policy work in progress Buck Tobacco local project at Cal Poly San Luis Obispo rodeo California State Student Association (CSAA) Resolution on tobacco marketing IMPACT Program project at CSU Fresno rodeo
College rodeo policy successes South Dakota State University, NIRA Jackrabbit Stampede policy: "Publicity (including but not limited to fliers, advertisements, commercials, etc.) can NOT have the following: Any promotion of alcohol, tobacco or other Drugs; No explicit sexual material Montana: College National Finals Rodeo (NIRA) rejected USSTC sponsorship
Buck Tobacco Resources California statewide campaign started in 2002 to address spit tobacco sponsorship of rodeos In 2005, obtained Prop 99 funding to develop new resources and disseminate existing tools from first phase Now available: TA, conference calls, policy & media materials, trainings, ads and other resources
We can succeed! PRCA Poway Rodeo PRCA Mother Lode Round-Up Other major sponsors exist: PRCA recently replaced the USST Cup title series with the Pace Picante ProRodeo Series California Rodeo Salinas replaced its USST scoreboard with one sponsored by Dole Vegetables