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In This Issue December 2013
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A Note From Robin
As December winds down and we head out to celebrate the holidays, we do so having just learned of some great news, setting us in good stead for the New Year. 
On Wednesday, the University of Michigan and NIDA released the Monitoring the Future findings on youth tobacco prevalence and there has been a 1% decline in youth smoking, from 10.6% to 9.6% from 2011-2012. This new data positions all of us in public health to make 2014 a year in which tobacco use can be driven down even further to historic new lows.
We have much to be grateful for this year and working with all of you ranks right up at the top of that list.
Wherever your travels might take you, best wishes to you from all of us here at Legacy® for a safe and happy holiday filled with all good things and a New Year filled with promise and opportunity for longer, healthier lives.
Happy Holidays!
Robin Koval
President and CEO, Legacy
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Schroeder Institute: Five Years of Scholarship and Innovation
This past October, the Schroeder Institute for Tobacco Research and Policy Studies at Legacy celebrated its fifth anniversary, marking the Institute's inception in 2008. Over the last half-decade, scientists and researchers at the Schroeder Institute have advanced scholarship, expanded research and enhanced policy efforts around the tobacco control issue. Innovative studies on e-cigarettes and emerging products, use of technology in quit attempts, and population-based research are just some of the work being produced by the Institute's prolific staff. To commemorate this anniversary, the Institute published a report highlighting its hard work and achievements. The report includes an outline of the Schroeder Institute mission, followed by descriptions of completed and ongoing research aimed at reducing smoking prevalence, and efforts to support tobacco control policy. Investigator and staff profiles, an overview of the training program, and a list of publications is also included. The Schroeder Institute looks forward to continued collaborations with its supporters, to further Legacy's mission to create a world where young people reject tobacco and anyone can quit. To read the report, click here.
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All Systems Go: Pair of Awards Honor Broad Advances in Tobacco Control
Two new awards established by Legacy will hail the achievements of individuals and health care delivery systems that are making a difference in addressing tobacco use or dependence. Legacy has a long history of recognizing leaders within the tobacco control community. These awards are aimed at recognizing the accomplishments of individuals and health care delivery systems. The awards are named in honor of former Board Chair Dr. Benjamin K. Chu.
The Benjamin K. Chu Tobacco Use and Dependence
Breakthrough Award recognizes an individual or team of individuals who were most responsible for a significant or sudden advance in tobacco use and dependence -- based on a development or achievement in research, policy or systems that resulted in dramatic progress over the status quo. The winning entry will document the effect of the breakthrough and its link to reducing smokers' addiction to tobacco products in the United States. To learn more about this award or to submit a nominee, click here.
The Benjamin K. Chu Tobacco Use and Dependence
Integration Award will recognize a health care delivery system for its outstanding accomplishments in addressing tobacco use and dependence in its practice, as evidenced by positive outcomes. The winning entry will serve as a leading-edge model of systems integration. The award is limited to work conducted in the United States. A $10,000 prize will accompany the award. To learn more about this award or to submit a nominee, click here.
For both awards, the deadline for 2014 submissions is midnight PST on Friday, February 7, 2014.
Dr. Benjamin K. Chu is the Group President, Kaiser Permanente Southern California and Hawaii. A primary-care internist by training, Dr. Chu possesses extensive health care experience as a clinician, administrator and policy advocate. Both of the awards are created in his honor and his unwavering service to Legacy. To learn more about Dr. Chu, click here.
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National Honor for Long Time LGBT and Tobacco Activist
Legacy is proud to present the 2013 Legacy Community Activist Award to Mr. Bob Gordon, MPH, of San Francisco. Mr. Gordon has spent much of his career raising awareness around the pervasive problem of tobacco use in the Lesbian, Gay, Bisexual and Transgender (LGBT) community, as well as building a committed community of LGBT activists and allies working on this issue at a host of organizations. LGBT people smoke cigarettes at rates nearly 70 percent higher than the general population. Analysis of tobacco marketing has demonstrated companies' efforts to exploit the LGBT market.
 | | Bob Gordon has been pivotal in addressing tobacco-related harms in the LGBT community |
In addition to helping create a shared sense of purpose within the LGBT community, Mr. Gordon has reached out to California's priority population networks, building bridges to other communities working in tobacco control. Mobilizing the partner networks was important in getting the State of California to start collecting data on sexual orientation through its quit lines - data that is useful to measure the scope and impact of tobacco use in the LGBT community. As a result of his tireless efforts, the LGBT community has been better educated about the tremendous harm from tobacco for LGBT people. To read more on Bob Gordon and his work, click here.
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Future truth®-Telling
Over the summer, Legacy announced that - over the next three years - the foundation would devote new and significant resources to the truth youth smoking prevention campaign, to help augment the important work being conducted at the federal level by the CDC and the FDA. National paid advertising will further supplement the campaign's extensive grassroots (summer tour) and digital outreach - to ensure the campaign is doing everything it can to reach its youth audience in a strategic way. As part of that process, on December 4, Legacy announced the selection of New York-based MediaCom as the new media planning and placement agency for truth. MediaCom will help Legacy extend paid and owned media efforts. Since media planning and buying plays a critical role in extending the campaign's important messages, MediaCom will work closely with Legacy to create partnerships, branded entertainment content, and innovative outreach capitalizing on social and emerging media channels. In the next few months, Legacy is also expected to announce its creative partner, with the search now underway.
truth currently has several digital initiatives running online:
PROFILES:
Actual tobacco industry documents and the sometimes shocking content they reveal centers truth's latest digital initiative, called Profiles. The campaign created "parody ads" - reminiscent of the style and colors of tobacco advertising of the 70s and 80s - where headlines are replaced with an actual quote, thought or opinion from a tobacco industry representative. Content focuses on statements the industry had made about certain targeted populations, such as African Americans and LGBT people. The print ads live online at the truth.com. Posters of the parody ads were placed outside a bodega and a bus station - where truth cameras captured people's real-life reactions to the facts. The reaction videos are also playing on thetruth.com and truth's Facebook page.
POOP-PEE-MATIC:
A one-of-a-kind YouTube app encouraged users to create sound effects and make their own videos - playing off themes and facts relating to the uglytruth voting contest featured in truth ads and discussed during last summer's grassroots tour. Leading YouTube influencers like GloZell, Tim Delaghetto, Ed Bassmaster Prank, Magic of Rahat, Steve Greene, and Ricky Shucks all created their own videos as a way to pique audience interest and encourage video submissions. To learn more, click here.
ONE COOL BAND:
 | | OneRepublic entertains a sold out crowd at the University of Central Florida (October 2013). Courtesy of Photos by Chris Martin |
During the October truthLIVE college tour, headlining act OneRepublic sat down with truth for some interviews and storytelling. Viewers can go to thetruth.com/music to see some of this exclusive content.
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Listening Session Reveals Tobacco's Impact on Refugees
On November 21, Legacy in partnership with ClearWay Minnesota and Blue Cross and Blue Shield of Minnesota, convened the first of a series of listening sessions on tobacco-related health disparities facing refugee communities in the United States. The first session was held in Minneapolis-St. Paul, Minnesota.
Through these listening sessions, Legacy aims to understand the impact that tobacco use has on East and Southeast Asian and African refugee populations. By establishing a clear and collective knowledge of issues and challenges facing these populations in terms of access to culturally/linguistically appropriate cessation and prevention services, organizations that serve refugees and ethnic communities can work together to identify and recommend strategies and next steps to address the issue of tobacco use in these populations. The second listening session will be held in Seattle on January 2014. A national forum, to engage mainstream public health and tobacco control organizations as well as other public and private refugee-resettlement agencies, will be held towards the end of 2014. Once complete, a report will be released to publicize the outcomes from the national forum and listening sessions.
 | | Participants at the inaugural session on tobacco-related health disparities among refugee communities in the United States |
Legacy's underlying goal with this effort is to understand tobacco use among refugees and new immigrants to the US. Findings from the sessions will inform refugee and immigrant-serving organizations, as well as mainstream tobacco control and public health stakeholders and decision-makers both at the state and national levels. Through these dialogues, Legacy seeks to shift current understanding and priorities and shape the agenda regarding tobacco-related disparities facing the refugee populations. Stakeholders will then be encouraged to take further actions to address tobacco-related health inequities in these populations.
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Call For Entries: Dr. Alma S. Adams Scholarship for Students
Starting January 1st Legacy will be accepting applications for its Doctor Alma S. Adams Scholarship for Outreach and Health Communications to Reduce Tobacco Use Among Priority Populations. Two scholarships of $5,000 each will be awarded to students who have shown a commitment to reducing tobacco use through community service for an underserved community and through the use of the visual arts. The funds may be used towards tuition, books, and related living expenses while attending any accredited college or university within the United States.
The scholarship is named for founding Legacy Board member, Dr. Alma S. Adams. A professional artist and educator, Adams, Ph.D. is a Professor of Art at Bennett College for Women in Greensboro, North Carolina, where she has been a faculty member since 1972. In addition, she has been a member of the North Carolina House of Representatives since 1994 representing the state's fifty-eighth House district. Through her tenure in public office, as well as on the Board of Legacy, Adams has worked to give voice to the concerns of underserved populations. The deadline for entries is April 30, 2014 and winners will be notified by June 27, 2014. To learn more about the scholarship and to submit an application, click here.
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Young Professional, Model Citizen
Sarah Acer, Co-Chair of the Legacy Young Professionals Committee (New York Chapter), has been selected as the runner-up in Marie Claire and Josie Maran Cosmetics' Model Citizen Contest. The contest honors those who give back to their communities. Nominees were submitted through the Marie Claire website and the winner will be toasted at an event in New York City. As runner-up, Sarah was profiled on Josie Maran Cosmetic's Facebook page and appeared in Marie Claire's December issue.
 | | Sarah Acer's fight against tobacco is honored by Marie Claire and Josie Maran Cosmetics |
After witnessing the devastating effects of tobacco use on her close family members, Sarah took action and joined the fight against tobacco in her native Arizona. In 2007 she moved to Washington, D.C. and worked as an intern for Legacy. Today, as an active New Yorker, Sarah leads the Legacy New York City Young Professionals Committee; a group of dedicated volunteers in their 20s and 30s who raise funds and awareness to help with Legacy's fight against big tobacco. We are proud to have her engaged in our mission and in helping us to build longer, healthier lives.
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Support Legacy While Holiday Shopping
The holiday shopping season is in full swing. This year, it makes perfect sense to shop online using Amazon, the world's largest online retailer. With every purchase you make, Amazon Smile will donate to Legacy!
 | | Your Holiday shopping can support Legacy's work! |
Here is how it works -- change your bookmark to smile.amazon.com, add Legacy as your charity of choice, and buy the same Amazon products you normally do. Amazon will give .5% of your purchase to Legacy. It's that easy!
Half a percent may not seem like much, but Amazon has about 164 million annual users with an average spending of $543. Just think of how all of our holiday purchases can add up to help Legacy in its important work. Take this simple step to give back this holiday season.
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Charitable Giving Made Easy: Support Legacy with a Gift of Stock
Year-end is the perfect time to make a donation to Legacy. You might even want to consider making a gift of appreciated stock or securities. Not only is this an easy way to support Legacy, it can provide you with an attractive income tax deduction.
Your donation will help Legacy to build a world where young people reject tobacco and anyone can quit and provide you with the satisfaction of knowing that you made a real difference in our important work.
For further information or to make a transfer, please call us: 202-454-5557.
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