Problem/Objective: California is the second biggest rodeo state, with over 40 professional rodeos each year. In California, spit tobacco use is most prevalent among males in rural areas. Spit tobacco companies reach rural populations, particularly young males, by marketing their products at rodeos. Since 2002, the Buck Tobacco Sponsorship Project (“Buck Tobacco”) has worked to restrict spit tobacco sponsorship at California rodeos, with a focus on hard-to-reach rural communities.

Methods: Buck Tobacco mobilizes communities to pressure rodeo organizers in California to establish policies restricting tobacco sponsorship. The project is building a statewide coalition of local tobacco-free rodeo advocates by reaching out to individual local health agencies with tobacco-sponsored rodeos in their communities; holding “peer TA” calls to provide technical assistance through expert presentations and networking opportunities; and providing regional and on-site trainings. Buck Tobacco also collaborates with rodeo organizers and cowboys, and develops and disseminates written resources including tip sheets written by local advocates for local advocates, materials to provide to rodeo organizers interested in adopting a tobacco-free policy, and a guide to media advocacy and social marketing strategies that publicize and support tobacco-free rodeo policy efforts.

Results: Local advocates in rural areas of the state are using Buck Tobacco resources to establish policies restricting spit tobacco sponsorship at professional and college rodeos.

Conclusions: Participants will hear an overview of available Buck Tobacco resources and examples of local policy successes, followed by a brainstorming session about how to use Buck Tobacco strategies in their own communities.