December 16, 1997

Contact: Bonnie Widerburg, (971) 673-1282

Tobacco Prevention and Education Program Gets Underway

(PORTLAND) Oregon's Tobacco Prevention and Education Program is underway and its presence is beginning to be felt in communities throughout the state. The program is a direct result of voters' passage of a tobacco tax initiative last fall, which earmarked revenues to the Oregon Health Services for a tobacco prevention and education program. It was legislatively approved during the 1997 session.

"Our efforts are dedicated toward one goal, to decrease tobacco use and its impact on the health and economic well-being of Oregonians," says Elinor Hall, Health Services Administrator. The program being launched is innovative, coordinated and comprehensive and has been designed in consultation with other state and national experts. "Oregon is benefitting from successful models throughout the country," Hall states.

A fundamental strength of the Tobacco Prevention and Education Program is that it operates through a mix of local and statewide activities. Total budget for the program is $17 million over two years, and the money is being distributed in five critical areas:

Community-based activities: In October the state began awarding grants to county health departments to coordinate and fund community prevention and education activities through local coalitions. Each local coalition must focus on reducing youth access to tobacco and creating tobacco-free environments. The funding each county receives is determined according to population and merit of the application. Hall says that most grants will be awarded by the end of January, 1998.

School-based activities: Starting in February, 1998, grants will be awarded to school districts that wish to establish or strengthen comprehensive tobacco prevention programs. Districts must meet specific criteria: establishing and enforcing tobacco-free policies, linking with local tobacco prevention efforts, using a proven curriculum, involving parents and families, training school staff, supporting cessation efforts and participating in evaluation activities. A second round of funding opportunities for school districts will occur in July, Hall said. All applications will be reviewed jointly by the Department of Education and the Health Services.

Statewide public awareness and education: Tobacco prevention ads have already begun airing on commercial and cable television stations throughout Oregon. In December, a contract will be issued to a communication firm to develop and implement a more extensive, on-going public awareness and education campaign throughout Oregon. The multi-media campaign will deliver messages about the dangers of tobacco use and second hand smoke, and the benefits of quitting smoking. Additional elements of the campaign will include high visibility prevention and recognition events, education materials and show-casing positive role models for youth.

Statewide and Regional Projects: Grants will be awarded for special populations and innovative and special tobacco prevention and education projects that are statewide and regional in nature. These will include funding for multicultural populations, a quitter's hotline, conferences and technical assistance, and local training. A special allocation is set aside for grants to Indian tribes, to meet their special needs as sovereign nations.

Evaluation of the Tobacco Reduction Program: A comprehensive evaluation of the program's activities and outcomes will be conducted by Health Services staff. They will assess how well tobacco prevention activities are being implemented throughout Oregon and the changes that have occurred as a result of the program. A high level External Evaluation Oversight Committee, chaired by Professor Clara Pratt of Oregon State University, will monitor the evaluation process. Other committee members are from the federal Centers for Disease Control and Prevention, the Oregon Health Sciences University, the Oregon Research Institute and the University of California.

A key partner in the development and success of the tobacco prevention program is the Tobacco-Free Coalition of Oregon, a broad-based alliance of organizations and individuals working to reduce tobacco consumption and economic costs in Oregon. In January the Governor appointed a Tobacco Reduction Advisory Committee to advise and assist the Health Services in developing the program. Representatives from private organizations and public agencies dedicated to reducing the harmful impact of tobacco use on Oregonians serve on the committee. This fall, Ms. Gerry Odisio, M.P.H., was appointed as the Tobacco Prevention Program Manager at Health Services. Odisio has many years experience in developing and managing public health programs, and has particular interest and expertise in tobacco prevention efforts.