National Celebrities Shed Light on an “Unequal” Opportunity Killer During Black History Month

February 23, 2006, New Orleans Smoking-related diseases claim the lives of approximately 47,000 African Americans each year. During Black History Month, The National African American Tobacco Prevention Network (NAATPN), in partnership with The Louisiana Campaign for Tobacco-Free Living (TFL), is launching a radio campaign entitled Voices from the Village to educate the black community about the dangers of tobacco use and smoking. Celebrities including actor and activist Harry Belafonte, actress S. Epatha Merkerson, and sportscaster James Brown of NFL Fox Sports, speak to the unique tobacco-related concerns of the black community through public service announcements that will air on radio stations statewide.

Black History Month is the perfect opportunity to engage celebrities to raise awareness about this chronic, pervasive public health problem that plagues the African American community, says Kesia Walker, New Orleans Area Regional Coordinator for The Louisiana Campaign for Tobacco-Free Living. The Voices from the Village campaign speaks to the heart of the African American community with messages that set out to positively influence choices and ultimately save lives.

The response so far to the Voices PSA Campaign is overwhelming, says Sherri Watson Hyde, Executive Director of NAATPN. We are elated that radio stations throughout the nation want to get these messages on the air so quickly. Their participation in this effort is critical to helping all of us prevent tobacco-related death and disease.

For more than three decades, the tobacco industry has targeted African Americans with culturally sensitive advertising, merchandising, and sponsorships of athletic, cultural and entertainment events. Negotiations are underway with additional African American celebrities to record future PSAs to raise awareness about Big Tobaccos efforts to peddle their products through advertising tactics that manipulate African American heritage, culture and music.

One of the main goals of the NAATPN Voices campaign is to reverse trends outlined in a study published by the Journal of the American Medical Association (JAMA) which indicates that 34 percent of American teens begin smoking as a result of tobacco company promotional activities. The JAMA study predicts that if current trends continue, an estimated 1.6 million African Americans who are now under the age of 18 years will become regular smokers and about 500,000 of them will depart life early as a result of a smoking-related disease.

Researchers also believe that higher rates of menthol cigarette use a product targeted directly to African Americans – contributes to higher rates of lung cancer deaths among African American men which are at least 50 percent higher than Caucasian men. Menthol cigarettes also have higher carbon monoxide concentrations than non-menthol cigarettes and may be associated with a greater absorption of nicotine. These factors led us to develop the Voices campaign, especially since our risk of tobacco-related disease and death is so much higher, says Watson Hyde. We hope our PSAs encourage smokers to think twice before lighting up and nonsmokers to know what tobacco use and secondhand smoke exposure can do to our community, rich heritage and culture.

Being aware of the dangers of smoking and the tactics used by tobacco companies is the first step on the path to better health, says Walker. But quitting is the most important step a smoker can take to improve the length and quality of their life, and the air quality of those around them.

For the 70 percent of African American adult smokers who have indicated that they want to quit, the Louisiana Tobacco Quitline, 1 (800) QUIT-NOW, offers free, confidential cessation counseling for all 24 hours a day, 365 days a year. Certified cessation counselors help callers develop personalized quit plans, set target dates for quitting, and refer callers to group classes in their area.

For further information on the Voices from the Village campaign, contact NAATPN at 888-4-NAATPN or email tnsams@naatpn.org to arrange to receive CDS via mail containing the PSAs. The cost for the CD is $25.00.

The Louisiana Campaign for Tobacco-Free Living provides statewide coordination of existing tobacco control initiatives, funds innovative community programs for tobacco control, and develops statewide media campaigns to help reduce the excessive burden of tobacco use on the states resources and improve the overall health and quality of life. TFL also funds the Louisiana Tobacco Quitline, 1(800) QUIT-NOW. For more information on creating a smoke-free environment where you live, work and play, visit www.tobaccofreeliving.org. For help quitting, call 1(800) QUIT-NOW (1-800-784-8669).