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The National Association of Neighborhoods (NAN), the NAACP, the National
Urban League, the Congressional Black Caucus Foundation, the National
Conference of Black Mayors and the National Newspaper Publishers
Association comprise the African American Partners for a Tobacco Free
Society, a coalition that partners with the American Legacy Foundation
in a unique multiple grant program that is designed to educate the
African American community about the significant health, financial and
social costs of tobacco use.
“The digital cinema ad program will run on more than 100 screens in the
Atlanta metro area and nearly 100 screens in the DC area,” according to
Ricardo C. Byrd, Executive Director of NAN. “While the creative work
focuses upon the African American community, the message is universal
and the offer of help is for everyone.” The program is made possible by
funding from the American Legacy Foundation as part of the NAN grant
from Legacy.
 “Federal
health authorities estimated that more than 45,000 African Americans die each
year due to smoking-related illnesses,” Mr. Byrd stated. “Collectively, the
leadership of our organizations decided that this problem must be addressed and
this program is a step toward doing so.” Mr. Byrd pointed out that the cinema ad
effort was part of a larger effort being put forth by the coalition, explaining:
“Each organization has an individual grant program through American Legacy that
collectively will reach every segment of the African American community with an
important message: if you don’t use tobacco, don’t start; if you do, we can help
you stop.” The coalition held a “Showcase Event” at the recent annual meeting of
the National Urban League in Atlanta; a special program that will call
nationwide attention to the importance attached to this effort by these
organizations and their leaders.
The digital ad, which will run prior to theater previews and feature
presentations, tells viewers wishing help with their efforts to stop smoking or
to help someone close to them do so, that they may call 1-800-399-5589, to reach
experienced assistance. The telephone number connects them to the Legacy Learn
to Quit Line and to a “quit” coach with whom they can speak and learn tips and
techniques about stopping tobacco use. Coaches will help callers form their own
personalized quit plans. All services are free.
The American Legacy Foundation was created as a result of the 1998 Master
Settlement Agreement (MSA) reached between attorneys general from 46 states,
five US territories, and the tobacco industry. The Foundation develops programs
that address the health effects of tobacco use through grants, technical
assistance and training, youth activism, research, strategic partnerships,
counter-marketing and grassroots marketing campaigns, public relations and
outreach programs.
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