Download Big Tobacco Tactics Challenged at Essence Music Festival

NAATPN
National African American Tobacco Prevention Network
Contact:
Sherri Watson Hyde – (407) 708-1811
Onjewel Smith – (601) -981-8040
Health Advocacy Groups Join Forces to Keep Tobacco Companies Out of Essence Music Festival
The National African American Tobacco Prevention Network and The Louisiana Campaign
for Tobacco-Free Living Counter Targeted Efforts of Big Tobacco
July 1, 2005, New Orleans, LA – In an effort to put its money where its mouth is, two major health advocacy
organizations have joined forces to lock out persuasive tobacco advertising during the 2005 Essence Music
Festival, July 1-3 in New Orleans. This year, there will be no tobacco industry sponsorships, thanks to a
collaborative effort between The Louisiana Campaign for Tobacco-Free Living (TFL) and the National
African American Tobacco Prevention Network (NAATPN).
For decades, tobacco companies have disproportionately targeted African Americans with intensive
advertising, merchandising and sponsorships of athletic, cultural and entertainment events. The Essence
Festival, like many other similar events, is an opportunity for the industry to reach very specific markets.
The three-day cultural celebration draws more than 250,000 music fans from around the country for
empowerment seminars, marketing outreach, and music.
“We are excited about this collaboration. By working closely with The Louisiana Campaign for TobaccoFree Living, we can have a tremendous impact not only on the people of Louisiana, but the thousands of
African Americans from around the country that will be a part of the Essence weekend,” says NAATPN
Executive Director Sherri Watson Hyde. “Together, we can spread the word that our communities are being
targeted by tobacco companies that are manipulating our heritage, culture, and music to peddle their
products.”
As part of their advocacy efforts, NAATPN and TFL will host a “Memorial Wall” in the Essence marketplace,
highlighting famous African Americans including Bob Marley, Sammy Davis, Jr., Langston Hughes, and
James Baldwin, among others, who have been tragically lost to tobacco-related illnesses. Celebrity guests
and event participants will be invited to honor loved ones who are/were victims of tobacco and secondhand
smoke exposure. “It will be powerful,” added Watson Hyde.
NAATPN Essence/page 2
Research suggests that African American publications receive proportionately higher profits from cigarette
advertisements than do mainstream publications. “One of TFL’s primary goals is to eliminate health
disparities related to tobacco use in a variety of populations,” says TFL director Tom Houston, MD.
“Replacing tobacco advertising funds and counter-marketing campaigns are proven techniques to educate
communities about the deadly effects of tobacco – the leading cause of death in the United States. Through
this effort we hope to empower festival participants and persuade executives to reject advertising and
sponsorship tactics of tobacco companies that directly target the African American community.”
“Allowing TFL to replace those industry dollars is a major step towards supporting healthy communities and
lifestyles,” added Watson Hyde. “Along with communities around the country, we applaud Essence for
hosting an event that truly nurtures participants’ mind, spirit, and body.”
NAATPN is a not-for-profit organization that was founded in 1999 to facilitate the development of
comprehensive tobacco prevention and control plans and programs for African Americans in every state.
The organization, headquartered in Lake Mary, Florida, serves as a center for media and policy analysis,
and provides community competent programs, resources, training and technical assistance on tobaccorelated issues. For more information, call toll-free 1-888-4NAATPN or visit www.naatpn.org.
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 state’s resources and improve the
overall healthy and quality of life. For more information on creating a smoke-free environment where you live
or work, call toll-free 1-866-I-AM-4-TFL (1-866-426-4835) or visit www.tobaccofreeliving.org.