Social Marketing, Tobacco Control and the African American Woman: The Indiana Experience

1. Social Marketing, Tobacco Control and the African American Woman: The Indiana Experience Anita Gaillard Director of Community Programs Indiana Tobacco Prevention and Cessation Agency agaillard@itpc.in.gov 317.234.1782

2. “Convince people against their will; they are the same people still.” Bruce Bryant, ITPC Ethnic Marketing Executive

3. IN INDIANA • The Problem • The Consequences • The Cost • The Solution • The Challenges

4. THE PROBLEM

5. Smoking Prevalence Among Pregnant Women in Indiana • Indiana has one of the highest smoking rates in the country, and the rate of Indiana mothers who reported smoking during pregnancy is considerably higher than the national average of 10%. • Approximately 18% of women in Indiana smoked during pregnancy in 2005, a slight decline from 21% in 1999. • An estimated 15,700 births each year in Indiana are affected by the mother’s smoking behavior. The cost incurred from these smoking-affected births is approximately $ 28.1 million annually.

6. Sadly, 18% doesn’t tell the whole story. • Even more alarming are the rates in Indiana counties that exceed state and national rates. • County rates range from 33% to 5%. • Seventy-two (72) of Indiana’s 92 counties have a smoking during pregnancy rate higher than the Indiana average of 18%!!!

7. THE CONSEQUENCES

8. ectopic pregnancies other birth and delivery problems brain damage during gestation growth retardation/low birth weight abnormal blood pressure in infants and kids problems requiring neonatal intensive care infant death from perinatal disorders cleft pallets and lips cancer-causing agents in infants’ blood potentially carcinogenic genetic mutations childhood leukemia infantile colic childhood wheezing respiratory disorders in childhood eye problems during childhood mental retardation attention deficit disorder other learning & developmental problems behavioral problems youth and adult violence and criminality smoking during adolescence various health problems in adulthood

9. $$$THE COST$$$

10. Medical costs related to smoking in Indiana is over $2 billion annually • Medicaid expenditures directly related to tobacco is $487 million

11. The direct medical costs of a complicated birth are 66 percent higher for smokers than for non-smokers, reflecting the greater severity of complications and the more intensive care that is required. • Neonatal health care costs attributable to smoking total more than $228 million each year in the United States. • Reducing smoking prevalence by one percentage point would prevent 1,300 low birth-weight babies and save $21 million in direct medical costs in the first year. Over a seven year period, this means the prevention of 57,200 low birth-weight babies and savings of $572 million in direct medical costs. • Providing counseling for the 25 percent of pregnant smokers on Medicaid would reduce smoking prevalence by 18 percent avoiding nearly $10 million in Medicaid costs alone per year.

12. THE SOLUTION

13. POLICY CHANGES In Government In communities With health care providers At home THE SOLUTION

14. THE SOLUTION • SYSTEMS CHANGES • Indiana Tobacco Quitline • Fax Referral • 5 A’s • Free NRT • Medicaid Benefits

15. THE SOLUTION – YOU!!

16. THE SOLUTION • ALL ARE COMPLEMENTED BY GENERAL MARKETING AND PUBLIC RELATIONS STRATEGIES • Influence • Q2W Contest • VOICE Youth Movement • Print Ads • Radio Spot • TV spot

17. Leg Iron Postcard

18. Teen Poster

19. “Big Brother” Radio Spot

20. “VOICE” TV Spot

21. THE CHALLENGES AND LEARNINGS • Changing social norms begins with changing attitude and beliefs • We determine our priorities with where we put our money • Diversity is not just ethnic when it comes to tobacco use – the hard to reach in Indiana is rural youth, African-American men, pregnant women and young adults • Let the experts help determine the strategy • Evaluate, evaluate, evaluate, adjust!

22. …and we are making a difference.

23. Questions?