The tobacco industry has a long history of exploiting marginalized groups, and the LGBTQ+ community is no exception. From the 1990s "Project Scum" initiative in San Francisco to modern-day marketing tactics at Pride events, Big Tobacco has strategically courted queer smokers. Now, Medina County Health Department (MCHD) and LGBTQ+ advocacy group OutSupport are teaming up to dismantle this harmful influence and provide culturally competent cessation resources.
Why This Partnership Matters
LGBTQ+ individuals face disproportionately higher smoking rates compared to cisgender peers. According to the CDC, while 10.8% of U.S. adults smoked cigarettes in 2022, 15% of LGBTQ+ adults and up to 35% of transgender people smoked. These statistics reflect systemic barriers, including targeted advertising, social stigma, and limited access to affirming healthcare.
Medina County’s collaboration with OutSupport addresses these gaps head-on. By attending Pride festivals, distributing tailored quit kits, and placing inclusive billboards, the coalition ensures resources reach those most affected. "We’re not just handing out pamphlets—we’re creating conversations about resisting industry manipulation," said Rebecca Parkhurst, MCHD health educator.
The Tobacco Industry’s Dirty Tactics
Big Tobacco’s playbook includes sponsoring events like Pride to normalize smoking within LGBTQ+ spaces. Reynolds American’s infamous "Project Scum" internal memo from the 1990s explicitly targeted queer youth as "low-income, high-risk consumers." While these campaigns have evolved, the intent remains the same: profit off vulnerable populations.
Parkhurst highlights the urgency: "These companies don’t care about our futures—they want us addicted for life."
Community-Centered Solutions
1. Data-Driven Outreach
MCHD partnered with OutSupport to identify local needs through the Greater Akron Community Needs Assessment. This approach ensures resources address specific challenges, such as homelessness or mental health barriers faced by Medina County’s LGBTQ+ residents.
2. Inclusive Visibility
Billboards featuring diverse LGBTQ+ individuals and Pride event activations serve dual purposes:
- Empowerment: Seeing themselves reflected in campaigns increases trust in available resources.
- Education: Messages like "Your health matters—don’t let Big Tobacco profit off your pride" challenge industry narratives.
3. Cross-County Collaboration
Recognizing geographic gaps, MCHD partners with neighboring organizations like Summit County Public Health. This ensures coverage for LGBTQ+ individuals living outside Medina County but seeking services there.
Expert Insights & Success Stories
GLAAD President Sarah Kate Ellis praised the initiative:
"Inclusive campaigns break down stigma while equipping people with tools to live healthier lives. When LGBTQ+ people see themselves in ads, they know help exists—and that’s transformative."
OutSupport co-founder Sandy Varndell shared a powerful moment:
"A teenager approached our table at Pride and said, ‘I’ve been thinking about quitting vaping.’ That’s exactly why we do this—connecting with people where they are."
What’s Next?
The two-year campaign is expanding with:
- Quit Kits: Free nicotine replacement therapy and educational materials distributed at partner locations.
- Window Clings: Bright stickers in local businesses directing people to the Ohio Tobacco Quit Line.
- Youth Engagement: Continued focus on preventing vaping initiation through school partnerships.
