State launches second phase of anti-tobacco campaign

The tobacco industry spends an estimated $26 million on marketing in Hawaii each year, which is more than triple the amount the state spends on tobacco prevention and control programs, according to state officials.

That’s why the state Department of Health and the Hawaii Public Health Institute recently launched the second phase of a public service announcement campaign to call attention to strategies used by tobacco companies that target Hawaii’s diverse populations.

The “Stronger Together” campaign identifies populations that the state says are being targeted by Big Tobacco, which has led to higher proportions of tobacco use in these communities, the news release said. The campaign is slated to run through April and includes TV, radio, digital, social media and print advertisements.

“Hawaii has made great strides in reducing cigarette smoking overall, however, the continual introduction of new products and tailored marketing strategies used by the tobacco industry have pressured certain groups to use more tobacco than others,” said Lola Irvin, administrator of DOH’s Chronic Disease Prevention and Health Promotion Division. “This campaign highlights the importance of health equity in the fight to end the tobacco epidemic in our state.”

For example, levels of smoking among Native Hawaiian adults is 17.4 percent, which is above the state average of 11.6 percent, according to the Hawaii Behavioral Risk Factor Surveillance System 2020.

Levels of smoking are also higher than the state average among Hawaii adults who say they drink excessively (22.6 percent), have lower education (21.9 percent), have income under $25,000 (20.6 percent) or report poor mental health (18.5 percent).

Marketing tactics by these tobacco companies have included pricing strategies in certain communities, glamorizing menthol flavors, event sponsorships and community outreach.

In addition, the tobacco industry has invested in and markets nicotine delivery products, such as e-cigarettes or vaping, as a tactic to target youth, the DOH said. The tobacco industry is focused on specific populations including racial and ethnic minorities, those identifying as LGBTQ+, those with lower incomes and those with mental health or substance abuse conditions, the DOH added.

Joshua Ching, a recent graduate of Kamehameha Schools, was inspired to join the Youth Council of the Coalition for a Tobacco-Free Hawaii after he saw first-hand how the tobacco industry targeted his peers.

“The tobacco industry has a history of exploiting marginalized communities like native Hawaiians, widening existing public health disparities that have wounded the lahui generation after generation,” said Ching. “That’s why I’m committed to the fight against Big Tobacco and the fight for equal justice — because standing up for the right thing is what it means to be Hawaiian.”

For more information or to get involved, visit the campaign website at StrongerTogether.hawaii.gov.

Hawaii Tobacco Quitline offers free coaching and resources to support the quit journey. Call (800) QUITNOW or enroll online at hawaiiquitline.org.

My Life, My Quit is a free program with trained coaches to help youth quit smoking or vaping. Teens can sign up by texting “Start my Quit” to 36072 or calling 855-8919989.