Tobacco Teardown

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Tobacco Teardown
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What is a Tobacco Teardown?
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A youth based cleanup effort to help communities
change the way that tobacco is promoted. SWAT
teams approach convenience stores that have
tobacco advertising. Youth request that stores
teardown their storefront tobacco ads. In
exchange, the youth help clean and beautify their
store. In the case of stores who do not display
tobacco advertising and do not promote tobacco
use messages, the youth may conduct a cleanup as
an offer of appreciation to them.
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Why do a Tobacco Teardown?
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The tobacco industry spends an estimated
274.3million in Oklahoma yearly promoting a
product that kills. (www.tobaccofreekids.org)
Every year in Oklahoma, 7,500 youth under the age
of 18 become new daily smokers.
(www.tobaccofreekids.org)
Tobacco kills about 6,000 Oklahomans each year.
It is our leading cause of preventable death,
killing more Oklahomans than alcohol, auto
accidents, AIDS, suicides, murders, and illegal
drugs combined. (www.health.state.ok.us)
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Many convenience stores are located near schools,
so children are exposed to tobacco advertising on
a daily basis. Retail stores are a major focus
for tobacco industry advertising partly due to
the limits placed on advertising elsewhere such
as television, newspapers and billboards through
the Master Settlement Agreement. Because of the
high frequency of youth visiting convenience
stores, the tobacco industry promotes these
locations as ideal sites to hook youth.
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Published research studies have found that youth
are three times more sensitive to tobacco
advertising than adults and are more likely to be
influenced to use tobacco by tobacco industry
marketing than by peer pressure. One-third of
underage experimentation with tobacco is
attributable to tobacco company advertising.
(www.tobaccofreekids.org)
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How do I do a Teardown?
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First
Training on Operation Storefront Tobacco
Teardown.
second
Get all parental releases signed.
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Operation Storefront activity.
fourth
Prepare your retailer information packet.
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fifth
Make sure your local media is on board.
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Visit with your retailer. Is this safe for the
youth educator or would it be best for an adult
partner.
seventh
Tobacco Teardown activity.
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Media attention is one of the most important
aspects of the Tobacco Ad Teardown. This is the
way that the community knows what and why this
project is happening. In addition, media
attention is most likely one of the main
incentives for store participation. There are
many ways to utilize media and it is important
for teams to be creative.
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Ways to Utilize the Media
Press releases sent to radio, newspaper and
local television.
Newspaper ads, interviews (team spokesperson,
and store owners), community calendar, articles,
and letters to the editor.
Radio News, live or prerecorded interviews,
PSAs, and commercials.
Television Live on site broadcasts, news shows
and interviews.
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Role Playing
What would you do?
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Role Playing
What would you do?
If the store owner forgot that he/she set up a
meeting with you and isnt around.
- Reschedule - Call again - Show up at the
store at a random time
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Role Playing
What would you do?
If the owner only wants to remove some of the ads
but wants to keep other banners, signs and
posters in his store.
- Try to do as much as possible - Encourage the
owner to take down all of it
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Role Playing
What would you do?
If the owner says he/she makes 1,000 each month
by having outdoor ads and cant afford removing
them.
- Saves money by cleaning the lot and beautifying
the store - Removing the ads makes the store more
appealing and families like it - Ask them if they
have a contract, if so have them review it and
see how much signage is mandatory
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Role Playing
What would you do?
If the owner doesnt believe that ads have any
effect on whether people use tobacco, so why
bother?
- Give them statistics on youth tobacco use
rates - Provide them with statistics about the
incidence of tobacco use and advertising -
Tobacco users will buy from them whether or not
they advertise - Tobacco companies spend so much
to have them displayed to promote and normalize
pro-use messages to youth
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Role Playing
What would you do?
If the owner wants to know how the Teardown will
benefit them.
- Tell them that this activity will be getting
media attention. Make sure that you set this up
before the teardown takes place. Media attention
is a great way for the store to get positive
publicity. - The store will look more presentable
and get community recognition via radio,
television and newspaper. All of this is great
for business.
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Role Playing
What would you do?
If the owner is too busy to participate in the
project.
- There is nothing that they have to do. - Show
up at random times and present them with the
packet. Often times, the store manager will be
working with you and speak to the owner
themselves.
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Role Playing
What would you do?
The most important part is to build a positive
relationship with the retailer. Do not burn any
bridges. You may just be planting the seed for a
future Teardown. Many stores decide to reduce
advertising on their own just because of the
information that you are providing.
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Dont just sit there!
Lets get started!
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Tobacco Teardown