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Introduction

Overview

Organize Campaign

Campaign Stages
Document the ProblemSelect an IssueDevelop a StrategyBroaden your CoalitionOpen CommunicationImplement ActivitiesEvaluation
Tools

Appendix







The STORE Campaign was conceptualized by the Point-of-Sale Practices Workgroup convened by the California Department of Health Services, Tobacco Control Section (CDHS/TCS) in January 2000. The STORE Campaign Team polished the Workgroup's ideas and then expanded upon them as a result of input from national expert advisors to create the cohesive campaign presented here.

The STORE Campaign Team comprises staff from the American Lung Association of California; the California Medical Association Foundation; California State University, San Diego, Department of Psychology and Behavioral Health Institute; the Public Health Institute; Rogers & Associates; the Tobacco Education Clearinghouse of California; and CDHS/TCS.

The Team is indebted to the Point-of-Sale Practices Workgroup members who labored through numerous meetings and teleconferences; researched issues; reviewed and pilot tested materials; and who shared educational, training and public relations tools they developed. A special thanks to Workgroup members Brian Peterson, Communications Assistance Project, American Lung Association of California and Paul Bloom, Kenan-Flagler Business School, University of North Carolina, Chapel Hill. Brian was responsible for naming the Campaign and Paul prepared a paper for the Workgroup, "Role of slotting fees and trade promotions in shaping how tobacco is marketed in retail stores," which was instrumental to our understanding of the complex store environment.

The Team is also indebted to all the CDHS/TCS contractors who blazed the trail on tobacco sales and marketing issues in their communities. Thank you for sharing your efforts through presentations, evaluation reports and educational materials. Your hard work laid the foundation from which The STORE Campaign was built.


POINT-OF-SALE PRACTICES WORKGROUP MEMBERS
Paul Bloom
Kenan-Flagler Business School
University of North Carolina,
Chapel Hill

Shelly Brantley
American Lung Association of California,
Superior Branch

Ellen Feighery
Public Health Institute

Christine Fenlon
Prescription for Change
California Medical Association Foundation

Sergio Gonzales
San Gabriel Boys and Girls Club

Karen Kahusi
Tobacco Control Program
Modoc County Health Department

Joan Kaiser
Tobacco Industry Monitoring Project
University of Southern California

Debra Kelley
American Lung Association
of San Diego & Imperial Counties

Norma King
Tobacco Control Program
Amador County Public Health Department

Randy Kline
Technical Assistance Legal Center
Public Health Institute

Elizabeth Klonoff

Behavioral Health Institute
San Diego State University Foundation

Matthew LeVeque
Rogers and Associates

Alan Lieberman
Deputy Attorney General
Tobacco Litigation Section
Office of the Attorney General

Debra Panattoni
Tobacco Education Clearinghouse
of California, ETR Associates

Brian Peterson
Communications Assistance Project
American Lung Association of California

Kim Rogers
Ground Zero

Dan Walsh
Food and Drug Branch, STAKE Unit
California Department of Health Services

Statice Wilmore
Tobacco Control Program
City of Pasadena Public Health Department

Leslie Zellers
Technical Assistance Legal Center
Public Health Institute


California Department of Health Services, Tobacco Control Section Staff:

Kelli Bliss
Local Programs Unit

Tacey Buffington
Local Programs Unit

David Cowling
Data Analysis and Evaluation Unit

Rebecca Lourenco
Local Programs Unit

Greg Oliva
Program Planning & Policy Development

April Roeseler
Local Programs & Evaluation


NATIONAL EXPERT ADVISORS

Michael Cummings
Chairman, Department of Cancer Prevention,
Epidemiology & Biostatistics
Roswell Park Cancer Institute
Buffalo, New York

Gary Giovino
Director, Tobacco Control Research Program
Department of Cancer Prevention, Epidemiology & Biostatistics
Roswell Park Cancer Institute
Buffalo, New York

Matthew Myers
President and Chief Legal Counsel
CAMPAIGN FOR TOBACCO-FREE KIDS
Washington, D.C.

Mitch Zeller
Executive Vice President
American Legacy Foundation
Washington, D.C.

Midwest Academy
The authors of The STORE Campaign Web-based manual relied heavily on the Midwest Academy's "Organizing For Social Change-Midwest Academy Manual for Activists." A copy of their manual can be ordered from the Midwest Academy Website at http://www.midwestacademy.com.


THE STORE CAMPAIGN TEAM

Kelli Bliss, Local Programs Unit, Tobacco Control Section,
California Department of Health Services

Kelli Hubbard is a Program Consultant with the California Tobacco Control Program. She co-facilitates the Point-of-Sale Practices Workgroup and provides oversight to a number of important projects including the Tobacco Education Clearinghouse of California and the American Indian Tobacco Education Network. Ms. Hubbard has lead responsibilities for working with California's ethnically diverse populations. She represents the Tobacco Control Program on the Centers for Disease Control and Prevention, Office on Smoking and Health ad hoc committee on American Indian Surveillance issues. She also has been instrumental in the application of technology to tobacco control helping to design several Web-based systems and databases including PARTNERS, a Web-based strategy resource for CDHS/TCS contractors; an online Project Directory of CDHS/TCS contractors; the contract management database; and the Online Tobacco Information System. Ms. Hubbard has a Bachelor of Science (BS) degree in Health Education from the University of Nevada, Reno.

Tacey Buffington, Local Programs Unit, Tobacco Control
Section, California Department of Health Services

Ms. Buffington is the Stop Tobacco Access to Kids Enforcement (STAKE) Act Coordinator and a Senior Program Consultant for the California Tobacco Control Program. She has more than 20 years of experience in the field of public relations and communications. Ms. Buffington is the staff lead for youth access to tobacco issues; provides oversight to contracts that conduct the annual statewide youth tobacco purchase survey and recruit youth to participate in enforcement activities; coordinates activities with the Food and Drug Branch STAKE Act Enforcement Program; coordinates education and media outreach to tobacco retailers and the public; and represents the Program nationally with regards to youth access to tobacco. Previously, Ms. Buffington worked on the statewide media campaign overseeing Hispanic/Latino advertising and public relation efforts. While working with the statewide media campaign she played a key role in implementing the promotional campaign for California's Smoke-Free Workplace Law. Ms. Buffington's career has encompassed a wide spectrum of communications programs and community outreach in public service. As a broadcast news journalist for the United States Navy, Ms. Buffington spent over 8 years developing community relations as well as producing award winning television and radio news programming. Additionally, Ms. Buffington developed and promoted health and safety communications programs for school districts in the greater Sacramento area, and spearheaded community development and safety, health and disaster education promotions for the American Red Cross in Northwest Georgia.

David Cowling, Data Analysis and Evaluation Unit, Tobacco
Control Section, California Department of Health Services

David Cowling is the lead research scientist for the California Tobacco Control Program. He is responsible for analyzing data related to adult smoking behaviors and attitudes, lung and bronchial cancer rates and youth purchase survey data. Dr. Cowling is involved in the design and oversight of a number of major evaluation and survey efforts including the in-school evaluation, the statewide media campaign evaluation, the statewide youth purchase survey, the California adult tobacco survey, and the Communities of Excellence in Tobacco Control evaluation. Dr. Cowling also provides technical expertise to the development of polling surveys conducted for the Tobacco Control Program. He received his Doctorate in Epidemiology (PhD) and a Masters of Science (MS) degree in Statistics from the University of California, Davis.

Ellen Feighery, Public Health Institute
Ellen Feighery recently joined the Public Health Institute after ten years of work at the Stanford Center for Research in Disease Prevention, Stanford University School of Medicine. Ms. Feighery has been involved with several studies of the tobacco retail outlet since 1991 including documenting the amount of advertising in stores, conducting local interventions to reduce advertising in stores, investigating tobacco company retailer incentive programs, and studying the effects of exposure to in-store tobacco advertising on children. She was a member of the statewide steering committee for Operation Storefront, a Proposition 99 statewide effort to stimulate local action against tobacco advertising and currently serves on the Statewide Point-of-Sale Practices Workgroup.

Ms. Feighery also has been involved with youth access issues since 1988. She designed and carried out a variety of strategies to reduce illegal sales of tobacco to minors in California including merchant and community education, and police enforcement of California Penal Code Section 308. Ms. Feighery has served on numerous state and national committees to address the issue of youth access for the California Department of Health Services, the American Cancer Society and the Center for Substance Abuse Prevention. Currently, she is Co-Principal Investigator of a national study of "Retail Practices and Youth Access to Tobacco" which is designed to examine a range of community factors and store characteristics that may influence the retail sale of tobacco to minors. She has a Masters of Science (MS) in Health Administration from SUNY at Stoneybrook and holds a Bachelor of Arts (BA) degree in Sociology from the University of Massachusetts, Boston.

Christine Fenlon, Prescription for Change, California Medical
Association Foundation

Christine Fenlon is the Tobacco Education Director for the California Medical Association Foundation (CMAF). Ms. Fenlon worked with the Project Director for the Pharmacy Partnership Project and is currently the Project Director for Prescription for Change, which is funded by California tobacco tax revenues (Proposition 99). Ms. Fenlon was a member of the Materials Development Committee with the Tobacco Education Clearinghouse of California (TECC) from 1997 through 2001. Prior to her work with the CMAF, Ms. Fenlon worked with BREATH-The California Smoke-Free Bar Program, a statewide project of the American Lung Association of the East Bay. She has a Bachelor of Fine Arts (BFA) from the University of Oregon.

Randy Kline, Technical Assistance Legal Center,
Public Health Institute

Randy Kline is a Staff Attorney for the Technical Assistance Legal Center (TALC), a statewide project that provides free technical assistance to communities seeking to control tobacco promotions, regulate tobacco retailers, or divest from tobacco holdings. TALC is funded by California tobacco tax revenues (Proposition 99). TALC responds to more than 600 technical assistance requests each year from city and county attorneys, tobacco control advocates, and elected officials. Prior to joining TALC, Mr. Kline ran a Web design and hosting service, practiced litigation as an associate at Pillsbury Madison & Sutro in the Life Sciences and Technology group, and was a law clerk for the Honorable David A. Garcia in San Francisco's Law and Motion Department where he assisted in virtually every San Francisco asbestos and tobacco case during his two years with the court. He is a graduate of the University of California, Hastings College of Law (JD). His undergraduate degree, Bachelors of Science (BS), is from the University of California, Berkeley in Genetics.

Elizabeth Klonoff, California State University, San Diego,
Department of Psychology and Behavioral Health Institute

Elizabeth A. Klonoff, a clinical and health psychologist, received her Doctorate of Philosophy (PhD) in clinical psychology from the University of Oregon in 1977. She has served on the faculty at Duke University School of Medicine, Case Western Reserve University School of Medicine, and California State University, San Bernardino. Currently, she is Professor of Psychology at San Diego State University (SDSU), Adjunct Professor of Psychiatry at the University of California, San Diego (UCSD), and Co-Director of Clinical Training for the SDSU/UCSD Joint Doctoral Program in Clinical Psychology. Her research focuses generally on issues related to racism, sexism, and physical and mental health. She has conducted a variety of studies in the area of tobacco use, with an emphasis on youth access to tobacco, ethnic differences in tobacco use, and policy implications related to tobacco and environmental tobacco smoke exposure. Currently she conducts the annual Youth Tobacco Purchase Survey for the California Department of Health Services, Tobacco Control Section.

Matthew Le Veque, Rogers & Associates
Matthew Le Veque is Vice President of Rogers & Associates, a public relations firm in Los Angeles. Mr. Le Veque is responsible for developing and supervising public education and advocacy efforts for the
California Department of Health Services, Tobacco Education Media Campaign along with the Los Angeles County and Oregon anti-tobacco campaigns. He has an extensive background in public policy creation and analysis, political campaigning and private sector marketing. Previously, Mr. Le Veque served as chief of staff and district director for a member of the California State Assembly and he served as a senior policy advisor to the California State Senate on economic development issues. He received his Bachelor of Arts (BA) degree from the University of California, Los Angeles, in political science with a public administration emphasis.

Jack Nicholl, NICHOLL CAMPAIGNS
Jack Nicholl is the principal and owner of NICHOLL CAMPAIGNS, a political consulting firm based in southern California specializing in statewide and local initiative and referendum campaigns, school and park bond elections, community organizing and other issue-oriented campaigns. Mr. Nicholl was the campaign director for three California initiatives dealing with tobacco policy: for Proposition 99, the first tobacco tax increase by initiative in the U.S. which passed in 1988; against Proposition 188, Philip Morris' attempt to eliminate all local tobacco control ordinances which was defeated in 1994; and against Proposition 28, the tobacco industry's effort to repeal the 50 cent tobacco tax which was defeated in 2000. Mr. Nicholl is a consultant to the American Lung Association of California's Educating Key Opinion Leaders Project funded by California Tobacco tax revenues (Proposition 99). He also directed Arizona's successful drive for a 40-cent increase in the tobacco tax in 1994. He holds Political Science degrees from Stanford University (BA) and the University of California, Berkeley (MA).

Gregory Oliva, Chief of Program Planning and Policy
Development, Tobacco Control Section, California Department of Health Services

Gregory P. Oliva, is the Chief of Program Planning and Policy Development for the California Tobacco Control Program. He is responsible for coordinating fiscal and policy issues for the Program, collaborating with external constituency groups and monitoring and analyzing tobacco-related legislation at the state and federal level to determine its impact on tobacco control efforts in California. Mr. Oliva holds a Masters degree in Public Health (MPH), with an emphasis in Health Services Policy and Planning from the University of California, Los Angeles. He also holds a Bachelor of Arts (BA) degree in Urban Studies and Planning from the University of California, San Diego.

Debra Panattoni, Tobacco Education Clearinghouse of
California, ETR Associates

Ms. Panattoni is a health educator with expertise in developing health education material, conducting multi-faceted community needs assessment and designing and implementing community-based programs. She currently manages the Material Development Department for ETR's Tobacco Education Clearinghouse of California, funded by California tobacco tax revenues (Proposition 99). She works with state-funded agencies throughout California to research, design, develop and produce a variety of tobacco prevention and cessation education and promotional material. Ms. Panattoni received her Masters degree in Public Health (MPH) from the California State University, San Jose and a Bachelor of Science (BS) in Social and Cultural Anthropology from the University of Santa Clara.

April Roeseler, Chief of Local Programs and Evaluation,
Tobacco Control Section, California Department of
Health Services

April Roeseler is the Chief of Local Programs and Evaluation for the California Tobacco Control Program. She is responsible for overall implementation of a $50 million grant and local assistance program and a $4 million evaluation and surveillance program. Ms. Roeseler coordinated the state's response to the Synar Amendment in 1994, the 1995 and 1997 Operation Storefront campaigns and was involved in the development and implementation of the Project SMART Money campaign, Communities of Excellence in Tobacco Control, the Contract Management Database and the Online Tobacco Information System. Ms. Roeseler also has oversight responsibilities for the Tobacco Industry Monitoring Evaluation. She received her Masters of Science degree in Public Health (MSPH) from the University of Missouri, Columbia, School of Medicine and a Bachelor of Science in Nursing (BSN) from California State University, Fresno.

Leslie Zellers, Technical Assistance Legal Center,
Public Health Institute

Leslie Zellers is the Legal Director of the Technical Assistance Legal Center (TALC), a statewide project that provides free technical assistance to communities seeking to control tobacco promotions, regulate tobacco retailers, or divest from tobacco holdings. TALC is funded by California tobacco tax revenues (Proposition 99). TALC responds to more than 600 technical assistance requests each year from city and county attorneys, tobacco control advocates, and elected officials. In consultation with TALC's legal team of law professors and municipal attorneys, Ms. Zellers has drafted model ordinances/policies for communities seeking to regulate tobacco advertising, license tobacco retailers and prohibit tobacco sponsorship at events such as rodeos and fairs. She is a graduate of the University of California, Hastings College of the Law (JD). Her undergraduate degree is from the University of California, Berkeley.

Web Designer

Kieren Jameson is the Web and Database Coordinator for the Tobacco Education Clearinghouse of California (TECC), and has been designing and managing health education Web sites for the past six years. She has a Masters degree in Library and Information Science (MLIS), through the Victoria University of Wellington, New Zealand and a Bachelor of Science (BS) in Psychology from the University of Auckland, New Zealand. Her Web sites include the TECC Web Site and the online California Tobacco Control Project Directory. She is also a member of the OTIS Web site planning committee, giving technical assistance on technology issues to the Tobacco Control Section of the California Department of Health Services (CDHS/TCS). In addition to her Web site development skills, she also designs and manages databases for both TECC and CDHS/TCS.

Editor
Peggy Flynn, TECC Project Director, has over 25 years of experience in publications management, writing and editing for both private and not-for-profit organizations. After graduating from George Washington University in Washington, D.C., with a Bachelor of Arts (BA) in Journalism, she worked as a free lance writer for print and radio. With a Masters of Art (MA) degree in Intercultural Management, she moved to Guatemala where she worked as a trainer and educator for the Peace Corps in Guatemala and Honduras. Under the auspices of the United Nations, she worked in the Balkans as an election supervisor.