Social Marketing, Tobacco Control and the African American Woman: The Indiana Experience

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• Social Marketing, Tobacco Control and the African
  American Woman The Indiana Experience
• Anita Gaillard
• Director of Community Programs
• Indiana Tobacco Prevention and
• Cessation Agency
• agaillard_at_itpc.in.gov
• 317.234.1782

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• Convince people against their will they are the
  same people still.
• Bruce Bryant, ITPC Ethnic Marketing Executive

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IN INDIANA

• The Problem
• The Consequences
• The Cost
• The Solution
• The Challenges

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THE PROBLEM
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Smoking Prevalence Among Pregnant Women in
Indiana

• Indiana has one of the highest smoking rates in
  the country, and the rate of Indiana mothers who
  reported smoking during pregnancy is considerably
  higher than the national average of 10.
• Approximately 18 of women in Indiana smoked
  during pregnancy in 2005, a slight decline from
  21 in 1999.
• An estimated 15,700 births each year in Indiana
  are affected by the mothers smoking behavior.
  The cost incurred from these smoking-affected
  births is approximately 28.1 million annually.

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Sadly, 18 doesnt tell the whole story.

• Even more alarming are the rates in Indiana
  counties that exceed state and national rates.
• County rates range from 33 to 5.
• Seventy-two (72) of Indianas 92 counties have a
  smoking during pregnancy rate higher than the
  Indiana average of 18!!!

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THE CONSEQUENCES
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• ectopic pregnancies
• other birth and delivery problems
• brain damage during gestation
• growth retardation/low birth weight
• abnormal blood pressure in infants and kids
• problems requiring neonatal intensive care
• infant death from perinatal disorders
• cleft pallets and lips
• cancer-causing agents in infants blood
• potentially carcinogenic genetic mutations
• childhood leukemia

• infantile colic
• childhood wheezing
• respiratory disorders in childhood
• eye problems during childhood
• mental retardation
• attention deficit disorder
• other learning developmental problems
• behavioral problems
• youth and adult violence and criminality
• smoking during adolescence
• various health problems in adulthood

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THE COST
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• Medical costs related to smoking in Indiana is
  over 2 billion annually
• Medicaid expenditures directly related to tobacco
  is 487 million

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• The direct medical costs of a complicated birth
  are 66 percent higher for smokers than for
  non-smokers, reflecting the greater severity of
  complications and the more intensive care that is
  required.
• Neonatal health care costs attributable to
  smoking total more than 228 million each year in
  the United States.
• Reducing smoking prevalence by one percentage
  point would prevent 1,300 low birth-weight babies
  and save 21 million in direct medical costs in
  the first year. Over a seven year period, this
  means the prevention of 57,200 low birth-weight
  babies and savings of 572 million in direct
  medical costs.
• Providing counseling for the 25 percent of
  pregnant smokers on Medicaid would reduce smoking
  prevalence by 18 percent avoiding nearly 10
  million in Medicaid costs alone per year.

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THE SOLUTION
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THE SOLUTION

• POLICY CHANGES
• In Government
• In communities
• With health care providers
• At home

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THE SOLUTION

• SYSTEMS CHANGES
• Indiana Tobacco Quitline
• Fax Referral
• 5 As
• Free NRT
• Medicaid Benefits

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THE SOLUTION YOU!!
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THE SOLUTION

• ALL ARE COMPLEMENTED BY GENERAL MARKETING AND
  PUBLIC RELATIONS STRATEGIES
• Influence
• Q2W Contest
• VOICE Youth Movement
• Print Ads
• Radio Spot
• TV spot

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Leg Iron Postcard