“Operation Storefront” for point-of-purchase ads – 2/7/06

Q: Has anybody conducted 'Operation Storefront' with youth to assess tobacco advertising and promotions at point of purchase in different neighborhoods in an organized manner (i.e. data collection, analysis and interpretation)?

A:

1. CDC response: This study was just published documenting tobacco stores in different neighborhoods in one region of Iowa. It's not exactly Operation Storefront (though probably inspired by it). The people who did the study might share their methodology. Clearly, the tobacco industry knows just where to find their markets.
    
   Schneider JE, Reid RJ, Peterson NA, Lowe JB, Hughey J. Tobacco outlet density and demographics at the tract level of analysis in Iowa: Implications for environmentally based prevention initiatives. PREV SCI 6 (4): 319-325 DEC 2005.
    
   URL: http://publishorperish.nih.gov/Gateway.cgi?KeyUT=000234653500006
    
2. Maine: In response to a legislative resolve, Partnership For A Tobacco-Free Maine (PTM) has just completed a plan to develop an education and recognition program to encourage tobacco retailers to manage responsibly point-of-sale marketing materials for tobacco products. The plan that PTM has developed will be rolled out under the umbrella of the “NO BUTS! (Blocking Underage Tobacco Sales)” program that is already widely recognized. Initial information and awareness of this program will be take place during these NO BUTS! trainings.
    
   The education piece of the program will be implemented through the Healthy Maine Partnerships (HMPs) local community grantees in collaboration with youth in the HMP Youth Advocacy Programs (YAPs). The youth will be trained to contact storeowners and conduct surveys of tobacco advertising displayed in the stores. Upon completion of the surveys, the youth will complete a report and contact the storeowners to set up a time to meet and present recommendations for changing or reducing tobacco advertising. Stores that comply with the requests will become “NO BUTS! Star Stores” and receive promotional items appropriate for displaying in their stores. Stores will be recognized in local and statewide media as well as by local schools and community organizations. Other opportunities include free sponsorship of local HMP or youth related community events or a local celebrity appearance at their local store to promote the program.
    
3. New Hampshire: We have conducted 'Operation Storefront', but the last time was in 2002. The epidemiologist no longer works in TPCP but I can hook the questioner up with the latter if there is interest – contact Donna Fleming.
    
4. Texas: Dr. Clete Snell with the University of Houston gathered Observation Storefront data over a number of years. In some cases, they had trouble getting youth involved and simply collected the data on their own because the state health department wanted it done. In another case, we collected data using over 200 youth in the Houston area. We published one article on this in the journal Youth Violence and Juvenile Justice, 3(1), p. 78-90.
    
5. Vermont: Vermont conducts Operation Storefront with the help of our middle school program Vermont Kids Against Tobacco (VKAT). There are 58 VKAT sites around the state that receive $850 to conduct tobacco control activities in their schools and communities. One of the grant requirements that the groups has is to participate in Operation Storefront. The results from Operation Storefront are presented by the VKAT group to the Governor and Lieutenant Governor in February at our annual Statehouse event. The VKAT groups receive the Operation Storefront information and paperwork in early fall and are asked to return it during early January.
    
   • The groups are asked to record the type of store they enter (Small Market, Chain Convenience, Chain Supermarket, Gas Station, Pharmacy or other),
   • The amount of cigarette smokeless tobacco, and cigar advertising that is on doors and windows, ads inside of store, self service displays, sales next to candy, and sale/promo 3 feet or below
   • The groups also are asked to report the top 3 brands that are advertising in the store.

   The data is then entered into an excel spreadsheet. Our statistician then does a scan for outliers. The number of ads for each category is totaled. She also totals the number of stores for each category. She then calculates the percentage of stores with at least 1 ad, and the average number of ads per store. She also totals the top three brands that are reported. This is a great educational tool for the youth that are participating. They present their findings and their experiences back to the community.
    
   Contact Angela Sawyer DeSanctis with questions.

6. West Virginia: WV did Operation Storefront several years back and we did find it to be an effective tool. We do not do this any longer, and our ABCA (Alcohol) is charged and funded to do retailer enforcement and education in WV.