Advertise responsibly and decrease youth tobacco use
November 7, 2018
The LRADAC Prevention Department was awarded funds from the SC Tobacco Free Collaborative, for the development of their content-neutral marketing campaign, Counter the Influence. The initiative will focus on bringing awareness to the specific laws regulating tobacco advertising in Richland County.
Research indicates that exposure to tobacco-saturated advertisements plays a major role in purchase influence and early consumption of these harmful products. In accordance with federal content-neutral advertising regulations, retailers must restrict the advertisement of tobacco products on storefront windows to an area of less than 14 square feet. The campaign therefore, is designed to increase retail management and staff knowledge of these local laws. From this opportunity, LRADAC hopes to work with policy makers to create local content-neutral guidelines.
LRADAC’s Counter the Influence campaign will consist of two, 30-second PSA’s to be aired on iHeartMedia Columbia radio stations. The campaign will also include a billboard on Piney Grove Road at Jamil Road, as well as one at N/S I-26 Bush River Road. Lastly, a Counter the Influence website will provide necessary context about the campaign’s hope to create community norms that support content-neutral advertisement of tobacco products in Richland County’s retail establishments.
For more information about federal rules for tobacco retailers and specific about the campaign’s goals, please visit https://lradac.org/countertheinfluence.
LRADAC is the designated alcohol and drug abuse authority for Lexington and Richland Counties. The public, not-for-profit agency offers a wide array of prevention, intervention and treatment programs in locations convenient to residents of both counties. The agency has a budget of approximately $10 million and serves more than 5,000 clients per year. For more information on programs and services visit LRADAC’s website at www.lradac.org.
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