I took a workshop called “Substance Abuse Prevention Specialist Training” during the first week in May. This 4-day training was full of information and tools on how to work to keep kids safe in a culture that is riddled with substance abuse. Intentional media targeting of youth with alcohol and tobacco advertising was one of the topics we discussed. Research shows that kids are very susceptible to advertising and images that they see portraying products of all kinds.

Whether it is the latest gadget, sugary cereal or shiny toy – statistics show that kids are the most successful group to target with advertising. And this is no different for tobacco and alcohol marketing. According to the Campaign for Tobacco Free Kids, the tobacco industry spends more than 8.4 billion dollars a year on advertising (that breaks down to $23 million per day!).

So how do we protect our kids from the strong pull of suggestive selling of tobacco products (and alcohol products as well for that matter) with posters and items purposely placed at their eye level (one of the current tobacco and alcohol marketing techniques)? This is exactly what our local Boys and Girls Club “Get R!EAL” coalition is working to address in the Salida community.  I attended the Salida City Council meeting last Tuesday evening.  Seven girls in black t-shirts displaying the “Get R!EAL” logo filled the front row. They were an impressive presence. Every person attending the meeting was given the option of wearing a purple sticker that read, “I care about Salida youth. I support a tobacco product placement ordinance in Salida.”

This ordinance has 3 elements: 1) Tobacco products would be placed out of reach of minors and behind the sales counter so that individuals must ask for the product they need; 2) Vending machines could only be placed where minors would not have access to them; 3) Merchants and companies could not give away free tobacco products in a promotional manner (at festivals, events, etc.). This ordinance is going before the City Council on June 2^nd to be put to a vote.  The Get R!EAL coalition has been working diligently for months at the Boys and Girls Club and with businesses and local municipal government in a responsible and inclusive way, making sure that this is not a divisive situation that could put small business owners at risk during these tough economic times.

If you would like to show your support for this ordinance, the next meeting will be held June 2^nd, at 6pm at Salida City Council (on 3^rd Street between F and E Streets). Let’s hear it for the good work of our local youth to keep themselves and each other healthy and tobacco-free!