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CigaretteSearch for a Safe Cigarette

MasComm Associates administered a grant program which funded nine public television stations to devise locally relevant programming and materials in conjunction with the October 2001 national broadcast of NOVA's Search for a Safe Cigarette. The program chronicled the tobacco industry's decades-long effort to create a “safer” cigarette.

The goal of the outreach grants was to complement the national program with a comprehensive look at local efforts around smoking policy, prevention and cessation. With relatively modest grants, stations and their partners created efforts that fit with the local focus of tobacco issues and the sensibilities of the communities they serve. From brown bag lunches to a statewide teen survey of tobacco usage to quality, sustained news and public affairs coverage of local issues, the grants yielded approaches to the topic that could not have been as effectively addressed at a national level.

Besides collaboratively designing and administering this national initiative, Roselle Kovitz, Project Director, provided consultation and technical assistance to participating television stations and community partners.