Key Points: In 2004, about 4.7 million Black adults smoked cigarettes. Three out of four Black smokers “prefer” mentholated cigarettes. There is emerging evidence that menthol cigarettes are possibly more hazardous than non-mentholated brands. This unprecedented use begs two questions: Why do Blacks “prefer” mentholated cigarettes? And have Blacks been coerced into choosing mentholated brands by advertising?

Learning Objectives: In this workshop, learn the methodology used by the industry to target Blacks through the advertisement of mentholated cigarettes. Participants will be taught the terms, definitions, strategies, and methods employed to design and place interior and exterior signage and high profile displays at elevated rates in “focus” communities, where Blacks reside. Learn about alternative targeting for blind taste tests, giveaways and industry sponsor ships that, ultimately, translates into increased use.

Benefits: The workshop will provide a virtual tour of “Focus” communities and how they are impacted by tobacco advertising, placement and sponsorships.