Rural Communities
Rural communities have some of the highest tobacco use rates in California and report tobacco use initiation at a younger age. As a result, these populations also face higher lung disease rates.
Social Determinants of Health in Rural Communities
Learning more about this community can help identify challenges and strengthen interventions. Rural risk factors contributing to health disparities include geographic isolation, lower socioeconomic status, higher rates of health risk behaviors, limited access to healthcare specialists, and fewer job opportunities. These inequalities are intensified by the fact that rural residents are less likely to have employer-provided health insurance or Medicaid coverage.
Tobacco use further complicates existing health issues in rural communities. The tobacco industry has specifically targeted these populations, contributing to disproportionate disparities through practices such as targeted marketing and advertising, selling products at discount stores, and sponsoring cultural events.
Rural Communities and Tobacco Marketing
Rural communities have been one of the groups targeted heavily by the tobacco industry. The industry has taken advantage of weaker tobacco retailer licensing laws and aligned marketing images with values like resilience, hard work, and strength. They depict these qualities through pictures of cowboys, hunters, and race car drivers.
A Case Study on Tobacco Education in Nevada County
Rural programs, often constrained by limited funding and staff, face significant challenges in youth substance use, mental health, and community engagement. To support these efforts, the state TUPE Office partnered with University of California San Diego to conduct a case study on the Nevada County Office of Education TUPE Program. Over a one-year implementation cycle, the study examined how a successful rural program can thrive despite resource constraints. Its findings on program structure and implementation strategies offer valuable insights for similar rural initiatives and those facing funding and staffing challenges. Download the PDF below to explore the full case study report.
