Department of Health Prevents Tobacco Industry Marketing to Young Adults With Groundbreaking Concert Partnership

Department of Health Prevents Tobacco Industry Marketing to Young Adults With Groundbreaking Concert Partnership

Innovative Effort Targets Age Group With Stagnant Smoking Rates

OLYMPIA, Wash., April 27 /PRNewswire/ -- The Washington State Department of Health today announced a groundbreaking partnership with House of Blues Concerts Inc., Pacific Northwest Region that prohibits tobacco sponsors from sampling and promoting their products at numerous musical events this year. The partnership allows the Department of Health to educate concert-goers, specifically young adults, about the harmful effects of tobacco and secondhand smoke.

"Overall we're making great progress reducing tobacco rates, but we are having trouble getting through to young adults, ages 18 to 29," said Secretary of Health Mary Selecky. "By partnering with House of Blues Concerts in the Pacific Northwest, we are able to use live music events to help educate young adults about the dangers of tobacco use and the resources available to help smokers quit."

Each year, the tobacco industry spends more than $160 million in Washington to promote tobacco products. Since the 1998 Master Settlement Agreement, which prohibits direct marketing to youth, the tobacco industry has focused marketing efforts on young adults. Despite significant reductions in both adult and youth smoking rates statewide, new evidence shows the rate for those aged 18-29 is holding steady at about 28 percent. And, this age group is the least likely to take advantage of the free resources available to help smokers quit, like the toll-free Tobacco Quit Line (877-270-STOP).

"We're pleased to provide the Department of Health the opportunity to get their message in front of our young concert-goers," said Jeff Trisler, Senior Vice-President of the House of Blues Concerts, Pacific Northwest Region, the largest concert promoter in the state. "We're also happy to support educating young adults about the dangers of tobacco and secondhand smoke."

The partnership marks the first time a major concert promoter in the Northwest has worked with a government agency and passed on sponsorships with tobacco companies. Under the campaign name, "Tobacco Smokes You," the Department of Health is sponsoring the Sasquatch! Music Festival on May 28. The department will deliver anti-tobacco messages at The Gorge Amphitheatre and at concerts statewide during the summer concert season. An estimated 17,000 - 22,000 people will attend the Sasquatch! Music Festival; the majority are young adults ages 18-29.

The Department of Health is also working with the nonprofit Seattle Theatre Group (STG), which operates The Paramount and The Moore Theatres, to reach youth and prevent them from taking up the tobacco habit. The department sponsored last weekend's More Music @ the Moore event, which showcases young, local artists.

"You have to fight fire with fire," said Josh LaBelle, STG Executive Director, "Tobacco companies must market to young adults to replace the older smokers who die. Concerts are a great place to reach young adults with the truth about tobacco."

To reach key audiences in Northwest concert venues, the Department of Health will present educational advertising, host informational tables, and field street teams that will engage concert-goers and educate about the dangers of tobacco and the quit support available.

For more information, go to http://www.tobaccosmokesyou.com/tsy/media.php.

Visit the Washington Department of Health Web site at http://www.doh.wa.gov/ for a healthy dose of information.

Source: Washington State Department of Health

CONTACT: Tim Church, Communications Office of the Washington State Department of Health, +1-360-236-4077 or pager +1-360-534-0068

Web site: http://www.doh.wa.gov/ http://www.tobaccosmokesyou.com/tsy/media.php

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