MADISON, Wis. — There’s a new effort by state health leaders to reach communities targeted by tobacco marketing. The Wisconsin Department of Health Services (DHS) has launched a digital campaign, with a focus on social media, to highlight the dangers of menthol in tobacco products.

What You Need To Know

  • Every year 7,900 Wisconsinites die from tobacco use, according to the state Department of Health Services

  • Menthol sales have increased over the last decade as have ads that target certain populations, which includes communities of color

  • Menthol is used by 9 in 10 African Americans who smoke in Wisconsin

  • 9,300 young people in the state will try cigarettes for the first time every year; half start with menthol

State health officer Paula Tran said menthol has had a “catastrophic health impact on Wisconsinites.” According to DHS, menthol sales have increased over the last decade and over the same time, ads were disproportionately promoted to African Americans and other communities of color.

“We know that the same tactics have long been used around high-density advertising, sponsoring events and music festivals, retail promotions have all really been concentrated at communities of color, African American communities, as well as youth and LGBTQ+ communities,” Tran said. 

She added 9,300 young people under the age of 18 in Wisconsin will try cigarettes for the first time every year and half start with menthol.

Through its awareness campaign, DHS said it wants to let people know about the harm caused by menthol tobacco use and highlight what it calls the tactics the industry uses to get people addicted.

If you are trying to quit, the Wisconsin Tobacco Quitline offers personalized support. 

Watch the full interview above.

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