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LUCHA Tabaco - Gold Country!

Latinos Unidos Contra el Habito y Adiccion al Tabaco

Gold Country Latino Region

In May 2018, HEC launched 'LUCHA Tabaco' to partner with Latinos living in 14 Northern California counties to prevent and control tobacco use their community.

The project seeks to

  • increase Latino access to cessation programs
  • educate and engage Latinos in the movement toward smoke-free multi-unit housing
  • educate and engage Latinos in efforts to prohibit the sale and distribution of flavored tobacco products, and
  • bring together groups working on Latino health and well-being programs to assure a coordinated approach to tobacco prevention.

LUCHA works to reduce tobacco-related disparities in the Latino community across a 14-county region in Northern California. Specially, the program aims to increase Latino access to and awareness of cessation programs and smoke-free multi-unit housing as well as to decrease access to flavored tobacco products.  

This program works to include the “Latino Voice” in local tobacco control efforts across its region.  It supports efforts towards banning the sale of flavored tobacco in three communities:  Auburn, West Sacramento, and Woodland.  The program also laid groundwork in smoke-free multi-unit housing policies in the communities of Galt, Lincoln, Rancho Cordova, and West Sacramento.  The program offers trainings for promotoras, Latino leaders, and community health workers.  LUCHA trainings highlight the impact tobacco has on the Latino community, prevention efforts, and advocacy tactics.    Additionally, community forums are held in the cities of Stockton and Woodland.  Community forums are now held online after the onset of COVID-19.  These community forums detail the dangers of vaping among youth; the attractiveness of flavored tobacco; and garner feedback from participants on pursuing efforts towards flavored tobacco policy.  LUCHA social media posts reached over 161,000 residents with tobacco prevention messages in one year. Special emphasis was placed on linking Spanish-speaking residents with information and support to quit tobacco use through referrals to the California Smokers’ Helpline because COVID-19 proved to be a powerful cessation motivator because of increased public attention on lung health. 

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