Truth

Latinx Inclusivity

Emma Alvarado

Overview

1. Latinx health disparities background
2. How Big Tobacco targets this demographic
3. Example of past successful inclusive campaign
4. Recommendations & social media content
5. Call to Action

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Latinx Health Background

• Nearly 1 in 10 Hispanic/Latino adults currently smoke cigarettes 4.
• Despite generally lower rates of smoking (exception of PR & Cuba), smoking is the leading preventable cause of morbidity and mortality among the Hispanic/Latino population in the U.S. 4.
• Cancer is the primary cause of death among the Hispanic/Latino Americans, followed by cardiovascular disease. More than 43,000 Hispanic/Latino Americans are diagnosed with tobacco-related cancer each year and more that 18,000 die as a result 4.

Latinx Health Disparity

• In 2015, Hispanic adults who smoked were less likely to recieve advice to quit from healthcare professional than non-Hispanic white adults who smoked 2.
• Fewer Hispanic adults have health insurance coverage than white adults who smoke which may explain the difference in treatment 2.
• The use of tobacco-cessation quitlines among Hispanic persons remains low, especially among those who speak Spanish 2.

How Big Tobacco targets Latinx community

• Tobacco industry looked at the population as “lucrative,” “easy to reach” and “undermarketed.” 4.
• Began using U.S. Census Bureau data to track demographic trends in order to more accurately target growing communities 4.
• Compensation to Hispanic/Latino merchants for displaying advertisements in predominantly Hispanic/Latino neighborhoods 3.
• The industry has also sponsored Hispanic/Latino cultural events, provided scholarships, and made contributions to Hispanic/Latino political action committees to maintain its influence 3.

Past CDC Campaign

• Tips from former smokers (TIPS) is a campaign that features many racial and ethnic groups
• CDC was successful in their effort to reach the Hispanic/Latinx community by sharing messages that feature the community and their experiences
• Testimonial was translated into Spanish
• Publicized on Spanish-language television
• Made hotline that routed callers to state-specific Spanish language service (1-855-DEJELO-YA)

How can we improve?

• Make our content more accessible to Spanish speakers!
• Truth has NO spanish ads
• Ads that are being run in Puerto Rico (U.S. territory) are only in English
• Take a look at past successful inclusive campaigns and learn what they are doing right
• Ask ourselves: What content have we made in the past and how can we make them available to Spanish speakers?

Spanish Tiktok Example

Quitting Expert on Discord

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• We currently have quitting expert Margaret Leplante on Discord who has been great at connecting with others and offering professional advice

Adding Yeimi EX Coach to Whatsapp

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• More than 30 millions Hispanic Americans use WhatsApp
• This number is greater than Hispanic Americans on Instagram and Twitter
• Offers easy free wifi-messaging to other Latin American countries

Partnering up with Hispanic/Latin Artists

• Daisy Salinas is a Latina leader who demonstrates how visual art can be used as a tool for activism
• Creates Fanzines which are handmade social justice publications distributed in small circulations
• Fanzines are like mini magazines full of cut-out letters and powerful images
• Has worked with Esperanza United to create a summer youth program around fanzines to create and tell a powerful story

Daisy Salinas

Topics include: body positivity, BLM, self-care, environmental concerns, protecting NA voices

The Impact Scholarship

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• Altria has partnered with HSF since 2001! 8.
• Let’s look at the 2022 Impact Scholarship applicant pool

Improve Applicant Pool

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• Use Big Tobacco tactic of providing scholarships to vulnerable communities
• 44% of Latinos in college are first-generation college students 7.
• Contact Latinx Student Unions on IG to promote the Impact Scholarship!
• We need to make sure this applicant pool is diverse!

Key Takeaways

Translate

Accurately

Make this demographic feel seen!

Take Action

Translating our content does not mean only using google translate!

Once Spanish speakers are able to reach our resources we must also make them feel seen

Take a look at past campaigns and determine how to make it inclusive to Spanish speakers

Recommendation Recap

Create Spanish Content

Create a Latinx messaging support group

Support a Latinx artist

Especially our social media content and website revamp

Group should have a bilingual quitting expert (Yeimi)

Find Latinx artist that support our message and pillars

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Impact Scholarship applicant diversity

Leverage Student Union college accounts to promote scholarship

Sources

1. How Resources to Quit Smoking in Spanish Can Fuel Quit Efforts (theexprogram.com)
2. Hispanic and Latino People Encounter Barriers to Quitting Successfully | Smoking and Tobacco Use | CDC
3. Unfair and Unjust Practices and Conditions Harm Hispanic and Latino People and Drive Health Disparities | Smoking and Tobacco Use | CDC
4. Tobacco use in the Hispanic/Latino American Community (truthinitiative.org)
5. Daisy Salinas inspires art activism in Latin@ communities - Esperanza United
6. Daily Forecast: WhatsApp, a Winner With US Hispanics - Insider Intelligence Trends, Forecasts & Statistics
7. Latina first-generation college students draw on lessons, mentor others (nbcnews.com)
8. Hispanic Scholarship Fund: Partners (hsf.net)

Thank You!

Emma Alvarado

(443) 691-2270

ealvar7@terpmail.umd.edu

https://www.linkedin.com/in/emmaalvarado201

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