Learning Objectives: Describe the tobacco control program elements successfully implemented in this primarily Mexican-American border region.
Abstract: The purpose of A Smoke-Free Paso del Norte is to reduce adult smoking rates from 21.5% to 15% in the primarily Mexican-American Upper Rio Grande region of Texas and southern New Mexico. With $3.4 million from private foundations, a community coalition was formed and staged multifaceted intervention implemented. Cessation programs and policy advocacy, both complemented by locally produced bilingual media, were initial focal points. Cessation programs included collaboration with the American Cancer Society’s national Quit Line, cessation clinics for adults and youth, printed materials, and training on clinical practice guidelines. Demand for cessation positively correlated with television advertisement; demand was greater for printed self-quit materials than for cessation clinics. Public opinion supporting a smoke-free ordinance increased from 67% to 79%; multiple smoke-free ordinances/policies were passed/strengthened in the region. With continual evaluation, major components for prevention of smoking initiation among youth and prevention among college-aged women were built. After two years of implementation, current adult smoking rates in region have dropped to 17.3%. Process evaluation indicates that Mexican-Americans in the region respond well to ‘family-centered’ messages versus more aggressive media; examples of these media will be provided. Further, programs funded under $10,000 annually had minimal contributions to a comprehensive approach. An appropriately funded tobacco control program appears to have a positive impact, although modifications are required when working with a Mexican-American community.
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