A Story of Inequity

For decades, the tobacco industry has aggressively targeted California’s diverse communities with predatory practices. Internal documents from Big Tobacco outline their strategies – many of which are shocking attempts to peddle deadly products by way of product discounts and manipulative advertising. They even gave away free products to youth in the past. These tactics masquerade as support for communities under the guise of cultural celebration.

Unfortunately, the tactics have worked. Big Tobacco aggressively targeted communities and, as a result, some populations have higher rates of tobacco use, experience greater secondhand smoke exposure at work and at home, and have higher rates of tobacco-related disease than the general population.¹

Addressing tobacco-related health inequities is key to California’s efforts to fight tobacco, our state’s number one cause of preventable death and disease.² Tobacco use, pricing, and its impact across California were analyzed where significant disparities were found across various populations. See how Big Tobacco affects each community in the Nation’s most diverse state.

A Story Of Inequity Methodology >

How you see you

How Big Tobacco sees you

How Big Tobacco Sees You

How You See You African American/Black How Big Tobacco Sees You African American/Black There are up to 10 times more tobacco ads in African American/Black neighborhoods than in others. See the Full Story

How Big Tobacco Sees African American/Black There are up to 10 times more tobacco ads in African American/Black neighborhoods than in others.

How You See You American Indian How Big Tobacco Sees You American Indian The tobacco industry appropriates American Indian cultures in marketing, using valued traditions to promote tobacco use. See the Full Story

How Big Tobacco Sees American Indian The tobacco industry appropriates American Indian cultures in marketing, using valued traditions to promote tobacco use.

How You See You Hispanic/Latino How Big Tobacco Sees You Hispanic/Latino Big Tobacco gave $75,000 to the Hispanic American Chamber of Commerce to mail 92,000 letters urging businesses to protest tobacco tax increases. See the Full Story

How Big Tobacco Sees Hispanic/Latino Big Tobacco gave $75,000 to the Hispanic American Chamber of Commerce to mail 92,000 letters urging businesses to protest tobacco tax increases.

How You See You Asian/Pacific Islander How Big Tobacco Sees You Asian/Pacific Islander A Tobacco executive stated that Asian American populations would be a profitable target due to “this community being generally predisposed toward smoking." See the Full Story

How Big Tobacco Sees Asian/Pacific Islander A Tobacco executive stated that Asian American populations would be a profitable target due to “this community being generally predisposed toward smoking."

How You See You Low-income How Big Tobacco Sees You Low-income Big Tobacco targeted children living in low-income housing projects by handing out free packs of cigarettes in the 50s. See the Full Story

How Big Tobacco Sees Low-income Big Tobacco targeted children living in low-income housing projects by handing out free packs of cigarettes in the 50s.

How You See You LGBTQ+ How Big Tobacco Sees You LGBTQ+ In 1995, a tobacco company created a targeted marketing plan for Lesbian, Gay, Bisexual, Transgender, Queer (LGBTQ+) communities called “Project SCUM”. See the Full Story

How Big Tobacco Sees LGBTQ+ In 1995, a tobacco company created a targeted marketing plan for Lesbian, Gay, Bisexual, Transgender, Queer (LGBTQ+) communities called “Project SCUM”.

How You See You People With Mental Health Challenges How Big Tobacco Sees You People With Mental Health Challenges Big Tobacco promoted cigarettes as a medicinal substance in behavioral health treatment facilities. See the Full Story

How Big Tobacco Sees People With Mental Health Challenges Big Tobacco promoted cigarettes as a medicinal substance in behavioral health treatment facilities.

How Big Tobacco Sees Rural Communities Big Tobacco warps rural masculine ideals by depicting rugged images of cowboys, hunters, and racecar drivers in their advertising, making people living in rural communities some of Big Tobacco's best customers.