Rodeo Competitor Speaks to Youth to Spread Anti-Tobacco Message
Source: www.prnewswire.comAuthor: Oral Cancer Foundation Cody Kiser prepares for competition while sporting the Oral Cancer Foundation's message - Be Smart. Don't Start. NEWPORT BEACH, Calif., Aug. 14, 2015 /PRNewswire-USNewswire/ -- The traditional image of the American cowboy is one of strength, rugged determination and courage. In the world of professional rodeo competition, that image is no different. Cowboys—and increasingly so cowgirls—are held in esteem and looked at as heroes by young and old alike. The power of the cowboy as a compelling figure has not gone unnoticed by the tobacco industry, whose marketing campaigns have sought to tie the ideals of the cowboy with the use of their products. The western/rodeo environment in the US has had a long-term relationship with tobacco, and until 2009 The Professional Rodeo Cowboys Association (PRCA) and the rodeos that they sanctioned had a lengthy history of tobacco money funding the sport. While that has ended at PRCA events, tobacco use and smokeless/spit tobaccos are still popular within the sport. The Oral Cancer Foundation (OCF) believes that in order to solve problems you must engage the problem at the source. As a small and growing non-profit, OCF is not afforded the luxury of relying on conventional methods of outreach utilized by larger, more established charities. To enact meaningful change and bring awareness to the public, OCF must employ ingenuity and creativity to address the problems at hand. Within the world of professional rodeo, that problem remains to be the glorification and pervasive use [...]