Addressing Tobacco
Pricing Policies
A Toolkit for Tobacco Control Program Managers
Table of Contents
Table of Contents .................................................................................................... ii
Introduction ..............................................................................................................1
Why New Tools? ....................................................................................................................................... 1
Key to Success: Raise Awareness ............................................................................................................. 1
How to Apply the Tools ............................................................................................................................. 1
Part I: Readiness Assessment Form .......................................................................3
Why Assess Readiness? ............................................................................................................................. 3
Readiness Assessment Components .......................................................................................................... 3
Section 1: Prevalence of Tobacco Use .................................................................................................. 3
Section 2: Cigarette Excise Taxes ......................................................................................................... 3
Section 3: Other Tobacco Products (OTP) Excise Taxes .................................................................... 4
Section 4: Other Price-Based Policies .................................................................................................. 4
Section 5: Non-Tax Price-Related Policy Options................................................................................ 5
Section 6: State Tobacco Control Program Funding............................................................................ 5
Section 7: Readiness for Pricing Strategy Change ............................................................................... 5
Section 8: Other Considerations ........................................................................................................... 6
Readiness Assessment Form ...................................................................................8
Part II: Communications Plan..............................................................................19
Introduction............................................................................................................................................. 19
Why Plan Communications Strategies? .................................................................................................. 19
Communications Plan Components ........................................................................................................ 20
Objective 1. Develop Key Messages ....................................................................................................... 20
Objective 2. Raise Awareness among Internal Stakeholders .................................................................. 21
Objective 3. Becoming the "Go-To" Point for Tobacco Issues ............................................................... 22
Objective 4. Raise Awareness among External Stakeholders ................................................................. 23
Objective 5. Build Strong Relationships with State and Local Partners ................................................ 25
Objective 6. Expect the Unexpected: Rapid Response Plan .................................................................. 25
Model Communications Plan ................................................................................27
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Communications Plan Template ..........................................................................36
Part III: Checklist for Action................................................................................45
Part IV: PowerPoint Presentation........................................................................61
Part V: Essential Resources ..................................................................................63
What are the Essential Resources and What is their Relevance? ........................................................... 63
Section 1: Resources from State Campaigns ......................................................................................... 63
Section 2: Resources from Slides ............................................................................................................ 63
Part 1: The Toll of Tobacco ................................................................................................................ 64
Part 2: Raising the Price of Tobacco ................................................................................................... 64
Part 3: Other Tobacco Pricing Policies ............................................................................................... 66
Section 3: Additional Resources ............................................................................................................. 67
General ................................................................................................................................................ 67
Campaign for Tobacco-Free Kids Fact Sheets.................................................................................... 68
Campaign for Tobacco-Free Kids Resources Available by Request Only ......................................... 70
Acknowledgements.................................................................................................73
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Introduction
Welcome to Addressing Tobacco Pricing Policies: A Toolkit for Tobacco Control Program
Managers. The purpose of this toolkit is to address the needs of state, territorial, and tribal
tobacco control program professionals who are working to reduce tobacco use by raising the cost
of tobacco products. The evidence is clear: tobacco products’ price increases result in lower
consumption, especially among youth and those demographic groups with high tobacco use
prevalence.
Why New Tools?
Over the last decade, policies to maximize the impact of price increases have become better
defined and easier to implement. Yet many challenges remain for program managers who want
to contribute significantly to the policy debate by raising awareness of the public health benefits
of raising the price of tobacco products. This guide provides new tools to support program
managers’ ability to promote and sustain social norm changes through pricing strategies, in
accordance with the Centers for Disease Control and Prevention’s (CDC) recommendations.
Key to Success: Raise Awareness
While understanding that policy change is the most cost-efficient population-wide approach to
reducing tobacco use, many program managers struggle with how to raise the profile of tobaccorelated policy, both internally and with their external partners. Each of the 50 states, U.S.
territories, tribes and the District of Columbia has its own unique political culture and
environment. Each state, territorial and tribal health department has its own rules for how and
when staff is authorized to work on policy issues in general and tobacco policy issues in
particular. Some tobacco control program managers report directly to the top agency official—
most likely the Commissioner of Health or Health Director—and others have several layers of
agency managers on the way to the top.
How to Apply the Tools
There are many ways to apply these tools. One approach for tobacco control program managers
might be to begin with relatively small accomplishments that can result in larger victories over
time. An example of a small accomplishment is increasing awareness internally in a health
department, and raising the profile of cigarette and other tobacco product excise tax health
benefits. That victory may be followed by a press release from the agency when a CDCpublished Morbidity and Mortality Weekly Report (MMWR) is released on a price-related
tobacco topic. While these may seem like minor successes, they can add up to become factors in
the policy debate and eventually the policy decisions. Addressing Tobacco Pricing Policies: A
Toolkit for Tobacco Control Program Managers was developed to help tobacco control
program managers become involved in shaping pricing policy interventions in their states. The
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kit contains five tools that help put the principles of effective tobacco pricing strategies into
practice. They are:





Readiness Assessment Form
Communications Plan
Checklist for Action
PowerPoint Presentation
Essential Resources
Each tool provides practical information and applications for tobacco control program managers
to become experts in, and better proponents of, pricing strategies that are appropriate for their
state. With careful research, planning, communications, and outreach, all tobacco control
programs can play a meaningful role in strengthening tobacco-related pricing policy.
For help using this toolkit or to request technical assistance on pricing policies,
contact TTAC at 404-712-8474 or ttac@sph.emory.edu.
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Part I: Readiness Assessment Form
Why Assess Readiness?
Tobacco control programs seek to change community norms about tobacco use
through evidence-based interventions recommended by the CDC: namely, by
educating about the dangers of tobacco use in order to prevent young people
from using tobacco products, encouraging and supporting tobacco users in
efforts to quit, and raising awareness of the dangers of secondhand smoke
exposure. To do so, assessing the seriousness of the problem and the status of the recommended
interventions is an essential first step. Working on a pricing strategy intervention is no
different. Below is a brief description of each section of the Readiness Assessment Form, and
how the information can be used in pricing policy
Readiness Assessment Components
Section 1: Prevalence of Tobacco Use
Smoking Rates, Other Tobacco Products Use Rates and Mortality
Data on the number of smokers and other tobacco users in the state (for both youth and adults),
as well as information on the number of deaths attributed to tobacco use, help to clarify how
many people are affected by tobacco. These numbers provide evidence that effective strategies to
reduce tobacco use are necessary in each state.
Healthcare Costs per Pack Sold
Data on the healthcare costs attributed to the use of tobacco products helps expose the economic
costs for state government (e.g., Medicaid), businesses (e.g., healthcare and lost productivity)
and individuals (e.g., illness, sick time). The cost of tobacco use is not just calculated in lives lost
and diminished quality of life for those afflicted with tobacco-related diseases, but also in
economic terms. As pricing strategies are discussed in economic terms, the financial burden on
individuals, businesses, government and the economy-as-a-whole are important to understand
and include in the case for increasing the price of tobacco products. There are three excellent
tools for determining economic costs listed in the charts.
Section 2: Cigarette Excise Taxes
Current Cigarette Excise Tax Status
The assessment of pricing strategies begins with basic data on the current price of cigarettes and
your state (and local, if any) cigarette excise taxes. One evidence-based pricing strategy proven
to result in reliable, measurable reductions in smoking is increasing the cigarette excise tax. A
local cigarette excise tax, when combined with the state tax, has created the highest cigarette
taxes in the country in Chicago and New York City. Local taxes have also helped raise prices in
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states with relatively low state excise taxes (e.g. Virginia). Data on current cigarette excise taxes,
national rankings, and city and county excise taxes can be found using the links provided. The
data reported on these websites are invaluable for assessing the status of the cigarette excises tax
in any state.
Having information on current state and local cigarette excise taxes can help build a case for
increasing taxes in states where the tax is below average or lower than the tax in neighboring
states.
Appropriation of Cigarette Excise Tax Revenue
In addition to knowing your state and local cigarette excise taxes, it is important to know how the
tax revenue is allocated. Evidence demonstrates that when even a small percentage of a cigarette
excise tax is appropriated for tobacco control programs, the appropriation provides a sustainable
source of funds for those programs. In addition, appropriating excise tax revenues to cessation
interventions addresses the need to provide assistance to lower income smokers, who are more
likely to quit as cigarette prices increase, and who are also more likely to need free or low-cost
services and medications to help them quit smoking.
One of the most reliable places to obtain information on how state cigarette excise tax revenue is
appropriated is the American Lung Association on-line State Legislated Action on Tobacco
Issues (SLATI) website, http://www.lungusa2.org/slati/. The interactive map provides state-bystate information on the details of excise tax statutes, including where the revenue is
appropriated.
Section 3: Other Tobacco Products (OTP) Excise Taxes
As the price of cigarettes increases, some smokers turn to cheaper forms of tobacco such as
snuff, roll-your-own tobacco or little cigars. One way to lessen the possibility of smokers
switching from cigarettes to other tobacco products is to raise the excise taxes on other tobacco
products whenever the cigarette tax rate increases. Another way is to tax little cigars and rollyour-own tobacco at the same rate as cigarettes. These other taxing approaches can help assure
that the pricing strategy produces the maximum revenue and health benefits.
Section 4: Other Price-Based Policies
There are other measures to consider in addition to raising tobacco excise taxes that can
strengthen current and future policies. These include policies that automatically increase excise
taxes on other tobacco products (OTP) when cigarette taxes are raised, eliminate caps on tobacco
taxes, establish a minimum percentage of wholesale price tax (rather than a weight-based tax) for
OTP, and apply sales tax to tobacco products on top of excise tax.
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Knowing the current policy on sales of tobacco products on adjacent Tribal lands needs to be
considered when raising state tobacco excise taxes. Tobacco retailers operating on Tribal lands
have the right to sell tobacco products to members of the same Tribe free of any state taxes. This
right derives from Tribes’ unique sovereign nation status affirming self-governance. The reality
is that both smokers and smugglers visit Tribal lands to purchase tobacco products in order to
avoid paying state taxes. To address this issue, a growing number of states and Tribal Nations
have successfully crafted new Tribal compacts that help to “level the playing field” between
Tribal outlets and other tobacco retailers. In these agreements, Tribes agree to collect the state’s
tobacco excise taxes (or a similar Tribal tax) on all cigarette and other tobacco product sales on
the Tribe’s land, thereby making Tribal prices comparable to state prices while eliminating
double taxation. This solution makes Tribal prices comparable to prices charged elsewhere in the
state and eliminates a source for contraband cigarettes.
Section 5: Non-Tax Price-Related Policy Options
Several non-tax policy options are being implemented in states to raise the price of tobacco
products and reduce tax evasion. These options include requiring a wholesale and/or retail
license to sell tobacco products, increasing tobacco licensing fees, minimum pricing laws, hightech tax stamps, and broadening the definition of “cigarette” in the tax codes to include little
cigars and similar products.
Section 6: State Tobacco Control Program Funding
The 2007 CDC Best Practices for Comprehensive Tobacco Control Programs has state-by-state
recommendations for funding levels needed to implement comprehensive, evidence-based
tobacco control programs. Data on current funding levels compared to CDC-recommended
funding are also available. These data help raise awareness about the need to increase funding for
comprehensive tobacco control programs as part of an overall tobacco excise tax strategy.
Section 7: Readiness for Pricing Strategy Change
Previous Attempts
Before taking action, it is helpful to know the history of tobacco pricing strategies in your state.
What successes have already taken place? Have there been unsuccessful attempts in the past?
Who were the champions among state and/or local decision-makers in the executive and
legislative branches, opinion leaders, and the media? Was there a tobacco control coalition? If
yes, how involved was the coalition and who were the key players? Who were other essential
supporters who helped? What were the impediments? The answers to these questions come from
shared wisdom of those who have been involved in past excise tax campaigns and other pricing
strategy policy campaigns.
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Internal Champions and Partners
A mutual interest in improving the health of your state’s residents is shared by people in many
different agencies within state and local governments. To maximize this commitment, a tobacco
control program manager should take stock of everyone with whom s/he collaborates on healthrelated issues, including managers of other health department programs as well as colleagues in
the Attorney General’s Office, Medicaid Office, Mental Health and Substance Abuse Agencies,
Departments of Families and Children, etc. Program managers should also engage individuals
and organizations that have grants and contracts at the community level to provide policy-related
briefings and to raise awareness among their allies.
State Budget Status
It is important to know the status of the current state budget before moving forward on tobacco
pricing strategies. Since most states have balanced budget requirements, when a deficit is
forecast, lawmakers need to find new revenue, make spending adjustments or some combination
of the two. If unpopular taxes are being considered, increasing tobacco excise taxes may likely
be a more popular alternative. Polling data indicate that cigarette and OTP tax increases are
favored by more voters than any other taxes. The data also show that when a percentage of
revenue is committed to preventing kids from using tobacco, support is even greater. When there
is a budget deficit to offset, or an unpopular tax to replace, tobacco excise taxes are even more
popular. Finally, it is useful to assess other external stakeholder resources that are committed to
an excise tax increase or other pricing strategy change. Taking all these factors into account is
essential to developing plans and realistic timelines for each state.
Section 8: Other Considerations
The State Policy Timetable
Before beginning to build public awareness regarding tobacco pricing strategies, it is essential to
know well ahead of time the Governor’s timeline for writing the budget s/he will propose to the
legislature as well as the legislative calendar and key benchmarks. It is equally important to plan
ahead for the Governor’s budget and other key legislative addresses. It takes months of
preparation before the stage is set for efforts to increase the cigarette excise tax or other pricing
strategy. To plan ahead, the timetables and deadlines for policymakers must be known so that
communications can be planned accordingly.
Tobacco Control Program Policy Agenda
Every state tobacco control program should have a policy agenda in accordance with the CDC
recommendations that include strategies to increase the price of tobacco products, smoke-free air
policies, and systems and incentives to increase cessation attempts. The agenda should take into
consideration a thorough assessment of existing policies, as well as the internal and external
policy environment. It should establish policy goals for the program to support with its
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community programs and public awareness activities. Finally, the policy agenda should be
updated annually to take into consideration changes in the policy environment.
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Readiness Assessment Form
Instructions
Answer each question in the Readiness Assessment Form using the resources provided, or other
applicable resources. Completing the Readiness Assessment Form will allow tobacco program
managers to evaluate their state’s current environment and special circumstances—a jumping-off
point for pricing strategy planning. Each question should be researched, carefully considered,
and answered prior to continuing the process. When available, potential resources for finding the
necessary information have been listed; however, some questions will require further research or
the use of alternative resources.
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PRICING STRATEGIES READINESS ASSESSMENT
<STATE>
<DATE>
Readiness Assessment Form Contents
Cigarette Excise Tax ..................................................................................................................................................................................................... 11
Other Tobacco Product (OTP) Excise Taxes ................................................................................................................................................................. 12
Other Price-Based Policies ........................................................................................................................................................................................... 13
Non-Tax Price-Related Policy Options ......................................................................................................................................................................... 14
State Tobacco Control Program Funding ..................................................................................................................................................................... 15
Readiness for Pricing Strategy Change (observational and shared opinions) ............................................................................................................. 16
Cigarette Excise Tax
Question
Answer
Resources
What is your current state excise
tax?
http://www.rwjf.org/publichealth/product.jsp?id=56548
Use the tab “Cigarette Tax Rates” and click on your state.
http://apps.nccd.cdc.gov/statesystem/InteractiveReport/Interact
iveReports.aspx
What is the national ranking of
your state excise tax?
http://www.tobaccofreekids.org/research/factsheets/pdf/0097.p
df
What is the amount and date of
the most recent state excise tax
increase?
http://www.rwjf.org/publichealth/product.jsp?id=56548
Use the tab “Cigarette Tax Rates” and click on your state.
Does your state allocate any
funds from the tax to tobacco
control?
http://www.rwjf.org/publichealth/product.jsp?id=56548
http://slati.lungusa.org/
Does your state allow local or
county excise taxes? If so, what
are they?
http://www.tobaccofreekids.org/research/factsheets/pdf/0304.p
df
What are your state’s healthcare
costs per pack sold?
http://www.rwjf.org/publichealth/product.jsp?id=56548
Use the tab “Cigarette Tax Rates” and click on your state.
http://slati.lungusa.org/
Other Tobacco Product (OTP) Excise Taxes
Question
What is the tax on snuff? Is it
weight-based or a percentage of
the wholesale price?
What is the tax on chewing
(spit) tobacco? Is it weightbased or a percentage of the
wholesale price?
Answer
Resources
http://www.tobaccofreekids.org/research/factsheets/pdf/0169.pdf
http://slati.lungusa.org
http://www.tobaccofreekids.org/research/factsheets/pdf/0169.pdf
http://slati.lungusa.org
http://www.tobaccofreekids.org/research/factsheets/pdf/0169.pdf
What is the cigar tax?
http://slati.lungusa.org
Has your state raised the excise
tax on all non-cigarette tobacco
products (OTP)? How much?
When?
http://www.tobaccofreekids.org/research/factsheets/pdf/0169.pdf
http://slati.lungusa.org
Other Price-Related Policies
Question
Does your state have Tribal
land? If so, does your state have
a tobacco tax allocation system
for the collection of tax
revenues from tribal
governments that sell tobacco
products to non-members of the
tribes?
Does your state automatically
increase tax rates on OTP
whenever the cigarette tax rate
is increased?
Has your state eliminated caps
on tobacco tax rates or
amounts?
Has your state established a
minimum tax for percentage-ofprice OTP taxes?
Does your state apply sales tax
to the full price of all tobacco
products, including excise taxes?
Answer
Resources
Non-Tax Price-Related Policy Options
Question
Has your state established
licensing, permit, and
registration fees for wholesalers
and retailers who sell tobacco
products? If so, what are they?
Do the fees go to enforcement
efforts?
Has your state established fees
for manufacturers, and
distributors of tobacco
products? If so, what are they?
Do the fees go to enforcement
efforts?
Does your state have a
minimum pricing law? When
was it established?
Does your state have plans to
use or already use high-tech tax
stamps?
Where in your legal code is
“cigarette” defined? Does the
definition include small cigars,
cigarillos and other noncigarette smoked tobacco
products?
Answer
Resources
http://slati.lungusa.org/
http://slati.lungusa.org/
http://www.cdc.gov/mmwr/preview/mmwrhtml/mm5913a2.htm#t
ab2
State Tobacco Control Program Funding
Question
Answer
Resources
http://www.tobaccofreekids.org/research/factsheets/pdf/0219.pdf
What is the total funding for the
state tobacco control program?
What is the state tobacco
control program spending as a
percentage of CDC
recommended spending?
http://www.rwjf.org/publichealth/product.jsp?id=56548
Use the tab “Tobacco Spending” and click on your state.
http://www.rwjf.org/publichealth/product.jsp?id=56548
Use the tab “Tobacco Spending” and click on your state.
Readiness for Pricing Strategy Change (observational and shared opinions)
Question
What previous attempts were
made to address the issue,
including legislative and
regulatory proposals and public
information campaigns?
Identify key champions or
partners, including those within
your department, other
decision-makers, advocacy
groups and other coalition
members (Governor?
Legislature?)
Is the media reporting interest
in increasing tobacco excise
taxes?
What is the state’s current
budget situation?
Is the Legislature considering
raising any unpopular taxes?
What resources (human and
financial) are available to
commit to this issue?
Answer
Resources
Other Considerations
Question
When does your state
legislature meet? When is the
Governor’s state-of-the-state
address? Budget address? Other
key addresses to the
Legislature?
When does your department
provide annual policy
recommendations to your
Governor?
When does your program
provide annual policy
recommendations to the
Commissioner/Health Director?
Answer
Resources
Alabama (H, S) · Alaska (H, S) · Arizona (H, S) ·
Arkansas (H, S) · California (A, S) · Colorado (H, S) ·
Connecticut (H, S) · Delaware (H, S) · Florida (H,
S) · Georgia (H, S) · Hawaii (H, S) · Idaho (H, S) ·
Illinois (H, S) · Indiana (H, S) · Iowa (H, S) · Kansas
(H, S) · Kentucky (H, S) · Louisiana (H, S) · Maine
(H, S) · Maryland (H, S) · Massachusetts (H, S) ·
Michigan (H, S) · Minnesota (H, S) · Mississippi (H,
S) · Missouri (H, S) · Montana (H, S) · Nebraska ·
Nevada (A, S) · New Hampshire (H, S) · New
Jersey (GA, S) · New Mexico (H, S) · New York (A,
S) · North Carolina (H, S) · North Dakota (H, S) ·
Ohio (H, S) · Oklahoma (H, S) · Oregon (H, S) ·
Pennsylvania (H, S) · Rhode Island (H, S) · South
Carolina (H, S) · South Dakota (H, S) · Tennessee
(H, S) · Texas (H, S) · Utah (H, S) · Vermont (H, S) ·
Virginia (H, S) · Washington (H, S) · West Virginia
(H, S) · Wisconsin (A, S) · Wyoming (H, S)
Also, Google Individual State Government
homepages
Does your tobacco control
program have a policy agenda?
Part II: Communications Plan
Introduction
The Model Communications Plan in the toolkit offers suggestions for
objectives and activities that state tobacco control program managers have
successfully employed to support pricing strategies. After reviewing the Model
Communications Plan, a collaborative process can be used to develop a plan
tailored to each state’s needs. The blank template uses a commonly accepted
format for managers who are developing their own communications plan.
Why Plan Communications Strategies?
Simply stating the facts about tobacco use is not enough to stop young people from using
tobacco or provide enough incentive for most tobacco users to quit. For tobacco control
programs, the art of communications involves careful, strategic planning to educate stakeholders
and the public in order to gain support for CDC-recommended program and policy interventions.
The evidence presented in CDC’s Best Practices shows a dose-response relationship in every
program’s health communications interventions; that is, there is a threshold for the number of
times a message needs to be repeated in order to incur the intended response among its audience.
Tobacco control managers can benefit from planning strategic communication strategies that
raise awareness within their agencies, among external stakeholders, and with the public at-large
of the dangers of tobacco use and the CDC-recommended interventions that the evidence
demonstrates will reduce tobacco use. Ideally, there will be an 18 month to 2 year timeframe to
build support for tobacco pricing policy interventions before their consideration by legislative
bodies. During that time, a systematic approach to communicating key messages can build
support among the public and policymakers. However, there are times when tobacco pricing
policy issues unexpectedly appear and move through legislative bodies. Remember that strategic
communications planning is also as essential in less than ideal circumstances to communicate
key messages to support, and in some instances oppose, proposed tobacco pricing policy
interventions.
Tobacco control program managers can increase
the internal and external demand and support for
policy interventions when they develop and
implement an integrated, coordinated
communications plan. Every communications plan
must take into account the internal forces within state government that need to be addressed to
create a knowledgeable, supportive environment for CDC-recommended pricing strategies. Also,
the communications plan will address the need to create a consistent, authoritative voice as the
“go-to” place for state and community partner organizations and the public-at-large. Finally,
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although the plan will help keep all planned communications strategies on track, there will
always be unpredictable circumstances that need to be addressed by a quick response
mechanism—another essential component of a strategic communications plan.
Communications Plan Components
The goal of the state (or local) pricing strategy communications plan is to raise awareness of how
pricing strategies reduce tobacco use and the death and disease it causes, as well as the economic
benefits that result. The Model Communications Plan recommends six objectives and many
activities that can be tailored to a state’s media culture and political environment to achieve this
goal.
Each of these objectives can be achieved by implementing elements of the following activities:
 Schedule (monthly, quarterly, annually): How often is enough for your communications
to break through the clutter of competing messages to be heard without losing audience
interest?
 Communication Type (bulletin, scientific report, confidential memo, etc.): A variety of
communications types should be considered to keep the communications compelling and
relevant.
 Audience: Who are the various audiences that you want to educate? Are they sufficiently
targeted in the plan?
 Method (listservs, e-mails, social networking, press alerts, mailings, face-to-face
meetings, teleconferences, paid and unpaid media): Using a variety of communications
media and methods can be effective.
Objective 1. Develop Key Messages
Rationale: One of the lessons learned in states and localities that successfully achieved
increasing tobacco excise taxes and other policies that raise the price of tobacco products is the
importance of consistent, concise messages that speak to decisions-makers, opinion leaders and
the public.
Activity 1: Develop 3-4 universal messages that can be incorporated in all
communications regarding pricing strategies
An example of messages that have been successfully used are the “Win-Win-Win”
messages — a BUDGET WIN that will raise millions in revenue and help preserve
essential services such as tobacco control, healthcare and education; a HEALTH WIN
that will prevent kids from smoking and save lives; and a POLITICAL WIN that is
popular with voters. These messages can be adapted to any state’s unique circumstances.
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Activity 2: Develop a one-page summary of key messages.
The set of key messages should be supported by science, and appeal to the audience of
decision-makers, opinion leaders and the public. It is advisable to consult national and
state partners to create messages that are in sync with the highest scientific standards and
complement the prevailing messages of leading health organizations.
Activity 3: Use these key messages whenever possible when communicating to
internal and external audiences.
Once the messages are established, the remainder of the pricing strategies
communications plan can consistently amplify the case for pricing strategies through
appropriate media and spokespeople. The form of the communication will depend on
who the audience is, what the messenger‘s relationship is to the audience, and how the
information is being communicated.
Objective 2. Raise Awareness among Internal Stakeholders
Rationale: Tobacco control program managers can serve their department well by initiating a set
of communications briefings that will build support among public health and other governmental
colleagues. Support for the pricing strategies may very well not exist prior to the initiation of
these communications briefings. However, through repeated small steps, the awareness can
increase, support can be built, and readiness for action can improve.
Activity 1: Send monthly bulletin to internal stakeholders.
Monthly bulletins can be planned well in advance, with each one addressing a specific
topic and can include graphs, maps, or other visually interesting illustrations that will
help raise awareness among agency leadership, other program managers, program
grantees and other state government stakeholders. Topics may include: toll of tobacco,
impact of tobacco price increases on youth, impact of price increases on pregnant
smokers, CDC-recommended funding for tobacco control in your state and the evidence
behind the recommendation, tobacco excise tax increases as reliable revenue source, and
your state’s tobacco excise taxes in comparison to other states. However, program
managers should adjust the bulletin’s content to reflect current events and news.
Social marketing tools such as Twitter and Facebook can improve the department’s
visibility and policy agenda. Tobacco control program managers should consider whether
to use social marketing tools to raise awareness of key messages.
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Activity 2: Present the tobacco control program’s tobacco pricing policy agenda to
appropriate department leader (e.g. Commissioner, division director, legislative
liaison) for incorporation in health department policy agenda or statement.
No matter the extent a tobacco control program is authorized by department leadership to
work directly on pricing strategies, a tobacco control program manager should have an
up-to-date evidence-based fact sheet on pricing strategies that addresses 1) the health
problems being addressed, 2) a description of the pricing strategy, and 3) the health and
economic benefits of the pricing strategy. Note that fact sheets for increasing cigarette or
OTP excise taxes should include CDC recommendations to optimize health benefits of a
tax increase, including allocation of a portion of the excise tax increase to tobacco
prevention and control and cessation services and medications. The pricing strategy fact
sheet could be part of a policy agenda that includes other CDC-recommended policy
interventions, such as smoke-free air policy.
Tobacco control program managers should know the process used to determine the
Governor’s proposed budget and the content of his/her key legislative addresses. Also, it
is important to know how the health department provides input into that process as well
as the internal process for becoming a part of the health department’s proposed legislative
agenda, so that all steps are taken well in advance to have the case for tobacco pricing
strategies included first in the department’s recommendations and then in the Governor’s.
Objective 3. Becoming the "Go-To" Point for Tobacco Issues
Rationale: Tobacco control program managers have more knowledge and resources at their
fingertips than most of their internal and external colleagues realize. The strategic
communications plan will hold program managers accountable for sharing relevant information
so that when a pricing strategy is proposed, the agency hierarchy can be ready to respond
positively. There are three suggested activities to establish the tobacco control program as the
“go-to” place.
Activity 1: Keep internal stakeholders informed about what is happening around
pricing strategy efforts from early discussions to introduction of pricing strategy
legislation and throughout the legislative process.
One of the roles of a “go-to” authority on pricing strategies is to track and report changes
in proposed price policy legislation to internal stakeholders. By alerting them to ongoing
changes in legislative activity and support for a proposed policy, colleagues will learn as
soon as possible what opportunities they have to take action, such as issuing a position
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Page 22
statement, providing research and expertise to legislative staff, or raising specific issues
with other internal stakeholders.
Activity 2: Create news briefs to inform internal stakeholders of media coverage
relating to tobacco pricing issues in the state, such as news of proposed changes in
other taxes, changes in the political environment and statements from key decisionmakers, etc.
Tobacco control program managers have access to up-to-the-minute information on
pricing strategies from federal government sources (CDC, MMWR , Institute of
Medicine, etc.), external partners, and media listservs, to keep their colleagues informed.
Also, it is very important to monitor local media coverage to alert internal stakeholders of
changes in the local political landscape or news that may have an impact on the pricing
policy. The audience for these brief notes include: 1) the health department leadership, 2)
other health department program managers (e.g., chronic disease, maternal child heath,
public affairs), and 3) other state government stakeholders and program grantees.
The news briefs may describe what is happening within the state, and, equally important,
noteworthy breakthroughs in neighboring states and across the country.
Activity 3: Maintain a briefing book of relevant state and local tobacco-related facts.
A briefing book or online library is an excellent tool if it is kept up-to-date with current
resources and ready-to-use messages. New material is distributed by the CDC, Campaign
for Tobacco-Free Kids and other leading authorities every week. This information can be
kept as is, or localized and distributed in a bulletin or briefing document. Creating new
messages and materials for every occasion is time consuming and unnecessary; by
keeping the briefing book up-to-date, everything will be ready when needed.
Objective 4. Raise Awareness among External Stakeholders
Rationale: As the state government health authority on tobacco, tobacco control program
managers disseminate and promote CDC recommendations and other data and research.
Possessing these rich, evidence-based resources is not only beneficial to colleagues and
leadership in state government, but these resources also lend authority to actions taken by
external partners. There are several recommendations for communicating with external partners
to advance CDC-recommended policy strategies.
Activity 1: Maintain a website with pertinent information on pricing strategies
(maps, graphs, MMWR, polling, etc.).
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Several states have price-related links on their tobacco control program’s homepage to
retrieve valuable reports, news, and other resources. These website postings of pricing
strategy information not only provide easy access to valuable data and reports for internal
and external stakeholders, they establish the department as informed and relevant. There
are many reports and surveys from government sources, peer-reviewed scientific
journals, and other leading experts to help inform the debate over pricing strategies
without taking a position on any policy under consideration by lawmakers.
Activity 2: Organize events (youth and others) and other media opportunities to
raise awareness of tobacco industry marketing practices to make the case for
deterrents to tobacco use such as raising the price of tobacco products.
Events that generate public interest in reducing tobacco use by dramatizing the loss of life
or tobacco industry marketing practices to attract young smokers draw attention to the
need for action. These events need not directly address a pricing strategy nor advocate for
policy change. However, they raise awareness of the power of the tobacco industry and
the illness and death caused by tobacco products, thereby setting the stage for policy
solutions.
Some states award community grants for youth events that are developed by young
people themselves that put a spotlight on the tobacco industry’s marketing tactics. One
example is the creation of a “memorial wall” in a public place that contains collected
pictures and memories of relatives and friends who died as a result of tobacco use. The
testimonials of young people who have personally lost loved ones can raise awareness of
the human loss, which is so much greater than data and economics can illustrate.
Activity 3: Issue state reports (evaluation, surveys, quit line data, prevalence data).
As the “go-to” authority on tobacco issues, tobacco control programs provide the
scientific credibility to reports that show evidence supporting the need to reduce tobacco
use, and the effectiveness of pricing strategies in accomplishing a reduction. A good
example of this activity took place in New York. The state health department published
the tobacco control program’s independent evaluator’s report that showed the program’s
successes as well as many unmet needs that could be addressed with increased funding at
CDC-recommended levels. Subsequently, a significant excise tax increase was passed by
the legislature. Other states have reported on the association between tobacco price
increases and increased quit line use to show the need for providing adequate funding for
the quit line and other cessation services and medications when tobacco excise taxes are
raised. These reports are intended to guide internal program decisions, but can also be
used effectively by outside organizations to advocate for raising the cost of tobacco
products and sustaining or increasing program funding.
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Objective 5. Build Strong Relationships with State and Local Partners
Rationale: State tobacco control managers play an important role in diverse coalitions that have
evolved over the past few decades to become the engine that drives tobacco policy change at the
state and local levels. While government employees need to avoid lobbying as well as any
perception of lobbying for a policy initiative, their involvement as a knowledgeable, resourceful
coalition member is invaluable. Ideally, a program manager’s role regarding pricing policy is just
an extension of ongoing partnerships and planning around local and state tobacco policy.
Activity 1: Communicate with state partners on pricing related issues (MMWR and
other CDC reports, state government activity).
The state tobacco control program can disseminate CDC recommendations by
participating on listservs, coalition meetings, and other partnership discussions. The CDC
strongly encourages the use of pricing strategies and regularly issues reports, MMWR
findings, media announcements, and statements that focus on pricing-related policy.
Health department staff will know about these publications before their colleagues
outside government, giving them the lead time to spread the information to opinion
leaders and key decision-makers.
Activity 2: Attend coalition meetings to contribute the public health perspective to
discussions related to pricing strategies, without participating in any lobbying (or
the perception of lobbying) activities (e.g. not voting on policy decisions, etc.).
There is no way to overemphasize the value of collaborating with partners with diverse
backgrounds, experiences and perspectives. They may represent a specific constituency
group, such as youth, elderly, LGBT, racial and ethnic minorities, or distinct disease
categories such as cancer, diabetes, asthma or cardiovascular disease. Because tobacco
control programs address the needs of all population groups, it is important to work
closely with diverse individuals and organizations. Though tobacco control program
managers are limited to when they can vote, and what discussions they can engage in,
they can always provide the CDC’s perspective and evidence-based data to help focus the
coalition on proven policy interventions.
Objective 6. Expect the Unexpected: Rapid Response Plan
Rationale: Despite the best efforts to be prepared with all of the sound, scientific evidence to
support all communications and actions, there may be unforeseen developments among
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stakeholders, or challenges from the tobacco industry that will require deliberations at the highest
levels. The time spent preparing in advance for unexpected challenges will pay off tremendously
when a sensitive situation occurs.
Activity 1: Create a rapid internal response plan.
Sometimes referred to as a “crisis communications plan,” the rapid response plan is
utilized when trouble occurs. Therefore, it is important to work with program supervisors
and other internal colleagues to recruit a team that can quickly assess the situation and
create key messages for the designated spokesperson. Tobacco program managers may
not be the target of a negative incident, but will want to protect their agency and other
state government leaders from any possible misunderstanding. It may be wise to include
legal counsel on the team to identify potential risks and liabilities and review all
statements.
After being informed of a potentially harmful or positive development, time is needed to
gather all of the information about potential consequences and then draft messages that
address what the health department wants the public to know. Another important step is
to inform the designated team of any potential difficulties and/or benefits and convene a
session to answer all questions and address concerns. Finally, the chosen spokesperson
should consult with designated leadership before releasing any statements. The plan
should provide assurances to all concerned that interested parties will be kept informed
and engaged to avoid potential problems.
Though invaluable to address crises, should they occur, there are other times when the
rapid response plan can be used for unexpected good news. Some states have activated a
rapid response plan, for example, when a neighboring state increased its cigarette excise
tax, or a new research article that supports pricing strategies is published.
© 2011 Tobacco Technical Assistance Consortium | Pricing Strategies Toolkit
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Model Communications Plan
© 2011 Tobacco Technical Assistance Consortium | Pricing Strategies Toolkit
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PRICING STRATEGIES COMMUNICATIONS PLAN
<STATE>
<DATE>
Model Communications Plan Contents
Goal: Raise awareness of the impact of pricing strategies to reduce tobacco use. .................................................................................................... 30
Objective 1: Communicate messages that will move internal and external audiences to support your policy agenda. ......................................... 30
Objective 2: Raise awareness among key health department decision-makers and stakeholders (chronic disease director, legislative lliaison,
commissioner of health, program grantees, itc), and leaders in other related state-level agencies (Medicaid, mental health, etc) ..................... 31
Objective 3: Establish the Tobacco Control Program as the “go to” place in state government on anything related to tobacco control in general,
and pricing strategies in particular. ......................................................................................................................................................................... 32
Objective 4: Raise public awareness (outside state government) of the impact of tobacco pricing strategies to reduce tobacco use and raise
revenue .................................................................................................................................................................................................................... 33
Objective 5: Build and maintain communications with state partners (organizations and individuals) in the state coalition ............................... 34
Objective 6: Expect the unexpected: Be prepared to quickly respond to surprises .................................................................................................. 35
Goal: Raise awareness of the impact of pricing strategies to reduce tobacco use.
Objective 1: Communicate messages that will move internal and external audiences to support the pricing strategy
Activity
Develop 3-4 universal messages that can
be incorporated in all communications
regarding pricing strategies
Develop a one-page summary of key
messages
Use these key messages whenever
possible when communicating to internal
and external audiences
Timeline
As soon as position
is determined
As soon as position
is determined
Frequently repeat
these messages
whenever possible
Communication Type
Audience
Method
Adaptable to all
communications pieces
All potentially interested parties:
Internal health department
leadership, other related state
level agencies and program
grantees as well as external
decision makers, opinion leaders
and the public
Apply these
messages in all
communications
One-page document
All potentially interested parties:
Internal health department
leadership, other related state
level agencies and program
grantees as well as external
decision makers, opinion leaders
and the public
Prominent
downloadable
posting on program
website; use as
needed
Adaptable to audience
All potentially interested parties:
Internal health department
leadership, other related state
level agencies and program
grantees as well as external
decision makers, opinion leaders
and the public
Adaptable to
audience as either
hand-out material, email, or web-based
Objective 2: Raise awareness among key health department decision-makers and stakeholders (chronic disease director, legislative
liaison, commissioner of health, program grantees, etc) and other related state agencies by distributing monthly bulletins and annual
policy agenda.
Activity
Timeline
Communication Type
Audience
Method
E-mail; internal
bulletins; website
Briefing in person
Send monthly bulletin from a prepared list
of topics, including toll of tobacco, impact
of price increase on youth smokers,
impact of price increase on pregnant
smokers, popularity of excise tax increases
with the voting public, CDC recommended
funding for tobacco control program
linked to increased revenue; reliability of
excise tax as revenue source; excise tax
increases in other states as they occur;
current activity by tobacco industry that
targets vulnerable populations; research
reports; polling other related public
opinion studies.
Same time every
month
One page with clear takeaway message(s)
Internal health department
leadership (the chain of command
to the commissioner), other
related state level agencies and
program grantees
Present the tobacco control program’s
tobacco pricing policy agenda to
appropriate agency representative
(Commissioner, legislative liaison) for
incorporation in health department policy
agenda or statement)
While Commissioner
is preparing policy
agenda for
submission to the
Governor’s office
One page policy agenda
with appended fact sheets
and references
Internal health department
leadership at highest level
possible
Objective 3: Establish the Tobacco Control Program as the “go-to” place in state government on anything related to tobacco control in
general, and pricing strategies in particular.
Activity
Timeline
Communication Type
Audience
Method
When there is any
progress or setbacks
that impact pricing
strategies , send a
“briefing.”
One paragraph briefing that
reports the event and
implications for pricing
strategy legislation
Internal health department
leadership (the chain of command
to the commissioner), other
related state level agencies and
program grantees
E-mail news brief
Create news briefs to inform internal
stakeholders of media coverage relating to
tobacco pricing issues in the state, such as
news of other taxes, changes in the
political environment or statements from
key decision-makers, etc.
.
When happens
Forward links or forward
“alerts” with a brief
statement of its
implications.
Internal health department
leadership (the chain of command
to the commissioner), other
related state level agencies and
program grantees
E-mail
Maintain a briefing book of relevant state
and local tobacco-related facts
Keep up-to-date
with new material
from CDC, Campaign
for Tobacco-Free
Kids, state partners
Binder and on-line file for
internal use only
Tobacco Control Program Staff
Use as needed
Keep internal stakeholders informed
about what is happening around pricing
strategy efforts from early discussions to
introduction of pricing strategy legislation
and throughout the legislative process.
Objective 4: Raise awareness of the impact of tobacco pricing strategies to external audiences.
Activity
Maintain a website with pertinent
information on pricing strategies (Maps,
graphs, MMWR reports , polling, etc.)
Organize events (youth and others) and
other media opportunities to raise
awareness of tobacco industry marketing
practices to make the case for deterrents
to tobacco use such as raising the price of
tobacco products.
Issue state reports (evaluation, surveys,
quitline data, prevalence data)
Timeline
Begin well before
pricing strategy
legislation is
introduced (18
months)
Communication Type
Audience
Method
On-line
Internal and External
Prominent posting on
program website
Periodically
Earned media
Press and public
Public event with
invited press
When available and
often enough to
build interest in the
information
Formal report from state
agency
Press and public
Press release, broad
distribution of link to
information; website
posting
Objective 5: Build and maintain communications with state and local coalition partners (organizations and individuals)
Activity
Timeline
Communication Type
Audience
Method
Whatever is most
direct and fosters
good relationships
Personal interaction
Communicate with state partners on
pricing related issues (MMWR and other
CDC Reports, state government activity)
Whenever there is
an opportunity
E-mail, telephone and inperson
Voluntary health agencies,
community organizations, local
coalitions, other external
stakeholders
Attend coalition meetings to contribute
the public health perspective to
discussions related to pricing strategies,
without participating in any lobbying (or
the perception of lobbying) activities (e.g.,
not voting on policy decisions, etc.).
Whenever coalition
meetings or
conference calls
take place
In-person or by telephone,
depending on how coalition
meetings are conducted
Coalition members
Objective 6: Expect the unexpected: Be prepared to quickly respond to surprises.
Activity
Create a Rapid Internal Response Plan
Timeline
Communication Type
Audience
Method
As soon as policy
position is
determined
Internal
N/A
E-mail and telephone
Communications Plan Template
© 2011 Tobacco Technical Assistance Consortium | Pricing Strategies Toolkit
Page 36
COMMUNICATIONS PLAN
<STATE>
<Date>
Communications Plan Template Contents
Goal: Fill in the Blank ................................................................................................................................................................................................... 39
Objective 1: .............................................................................................................................................................................................................. 39
Objective 2: .............................................................................................................................................................................................................. 40
Objective 3: .............................................................................................................................................................................................................. 41
Objective 4: .............................................................................................................................................................................................................. 42
Objective 5: .............................................................................................................................................................................................................. 43
Objective 6: .............................................................................................................................................................................................................. 44
Goal: Fill in the Blank
Objective 1:
Activity
Timeline
Communication Type
Audience
Method
Objective 2:
Activity
Timeline
Communication Type
Audience
Method
Objective 3:
Activity
Timeline
Communication Type
Audience
Method
Objective 4:
Activity
Timeline
Communication Type
Audience
Method
Objective 5:
Activity
Timeline
Communication Type
Audience
Method
Objective 6:
Activity
Timeline
Communication Type
Audience
Method
Part III: Checklist for Action
Another tool for success is a Checklist to track the progress of all the
recommended activities on a timeline. The recommended activities on the
checklist have been suggested by tobacco control program managers around the
country who have played a role in efforts to raise tobacco excise taxes in their
states. These recommended activities can be adapted to any state’s policy
environment to optimize a tobacco control program’s contribution to statewide efforts to reduce
tobacco use by raising the price of tobacco products. There are also blank spaces throughout the
timeline for additional activities to be added and described.
© 2011 Tobacco Technical Assistance Consortium | Pricing Strategies Toolkit
Page 45
PRICING STRATEGIES
TIMELINE & BENCHMARKS
<STATE>
<DATE>
Checklist for Action Contents
Two Years to Eighteen Months Prior to Official Pricing Strategies Campaign ............................................................................................................. 49
Research, assessment, planning .............................................................................................................................................................................. 49
Eighteen Months Prior to Official Pricing Strategies Campaign .................................................................................................................................. 50
Implement Communications Plan ............................................................................................................................................................................ 50
Seventeen Months Prior to Official Pricing Strategies Campaign................................................................................................................................ 52
Sixteen Months Prior to Official Pricing Strategies Campaign ..................................................................................................................................... 52
Theme ...................................................................................................................................................................................................................... 52
Fifteen Months Prior to Official Pricing Strategies Campaign ..................................................................................................................................... 53
Theme ...................................................................................................................................................................................................................... 53
Fourteen Months Prior to Official Pricing Strategies Campaign .................................................................................................................................. 53
Theme ...................................................................................................................................................................................................................... 53
Thirteen Months Prior to Official Pricing Strategies Campaign ................................................................................................................................... 54
Theme ...................................................................................................................................................................................................................... 54
One Year Prior to Official Pricing Strategies Campaign ............................................................................................................................................... 54
Theme ...................................................................................................................................................................................................................... 54
Eleven Months Prior to Official Pricing Strategies Campaign ...................................................................................................................................... 55
Theme ...................................................................................................................................................................................................................... 55
Ten Months Prior to Official Pricing Strategies Campaign ........................................................................................................................................... 55
Theme ...................................................................................................................................................................................................................... 55
Nine Months Prior to Official Pricing Strategies Campaign ......................................................................................................................................... 56
Theme ...................................................................................................................................................................................................................... 56
Eight Months Prior to Official Pricing Strategies Campaign......................................................................................................................................... 56
Theme ...................................................................................................................................................................................................................... 56
Seven Months Prior to Official Pricing Strategies Campaign ....................................................................................................................................... 57
Theme ...................................................................................................................................................................................................................... 57
Six Months Prior to Official Pricing Strategies Campaign ............................................................................................................................................ 57
Theme ...................................................................................................................................................................................................................... 57
Five Months Prior to Official Pricing Strategies Campaign .......................................................................................................................................... 58
Theme ...................................................................................................................................................................................................................... 58
Four Months Prior to Official Pricing Strategies Campaign ......................................................................................................................................... 58
Theme ...................................................................................................................................................................................................................... 58
Three Months Prior to Official Pricing Strategies Campaign ....................................................................................................................................... 59
Theme ...................................................................................................................................................................................................................... 59
Two Months Prior to Official Pricing Strategies Campaign .......................................................................................................................................... 59
Theme ...................................................................................................................................................................................................................... 59
One Months Prior to Official Pricing Strategies Campaign .......................................................................................................................................... 60
Theme ...................................................................................................................................................................................................................... 60
18-24 Months Prior to Official Pricing Strategies Campaign
Research, assessment, planning
Objective
Present the “Addressing Tobacco Pricing Policies: A Toolkit for Tobacco Control Program Managers” PowerPoint internally to
tobacco control program staff.
Review list of Essential Resources.
Conduct Readiness Assessment, including analysis of current policy, key stakeholders, and general readiness.
Draft Policy Agenda (for internal purposes only).
Create Communications Plan.
Complete
18 Months Prior to Official Pricing Strategies Campaign
Implement Communications Plan
Objective
Specifics
Establish routine of scheduled bulletins
Raise awareness internally about pricing strategies (CDC recommendations)
Develop policy agenda and key messages
At-A-Glance Overview of Cigarette Excise Tax
Information: Tool of Tobacco
(http://www.tobaccofreekids.org/reports/state_tax
_report/downloads/Natl%20&%20State%20Benefit
s%20pages%20all.pdf)
Current tobacco excise taxes and ranking among
states
Graph of how revenue increased in states that
increased taxes (Slide 21 in Toolkit)
Establish program as indispensible resource by creating a Briefing Book,
using graphs and charts to show:
Impact of price increase on youth smokers
Impact of price increase on pregnant smokers
Graph showing popularity of excise tax increases
among voters (if available survey data)
Utilization of Quit Line, broken down by
socioeconomic status
CDC-recommended funding for state tobacco
control program
Charts and graphs from advocacy organizations
Establish program as indispensible resource with internal stakeholders
Raise public awareness of impact of pricing strategies
MMWR Reports related to tobacco and pricing
strategies, etc.
Inform internal stakeholders about progress instate and around the country
Provide pricing strategy information on website
Complete
Organize events/media opportunities
Publish state data/reports
Encourage collaboration among external partners
Communicate with internal state agency partners
Communicate with external partners
Attend coalition meetings
Be prepared for the unexpected
Organize Rapid Response Mechanism
Create month-by-month timeline to follow
Complete Timeline Benchmarks Template
17 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
16 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
15 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
14 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
13 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
12 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
11 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
10 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
9 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
8 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
7 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
6 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
5 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
4 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
3 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Send policy agenda on pricing strategies/CDC recommended funding up the
chain of command in the health department
Set up internal meeting to discuss pricing strategies/CDC recommended
funding to seek support
Specifics
Complete
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
2 Months Prior to Official Pricing Strategies Campaign
Theme
Objective
Fill in
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
1 Month Prior to Official Pricing Strategies Campaign
Theme
Objective
Specifics
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Fill in
Complete
Part IV: PowerPoint Presentation
The “Addressing Tobacco Pricing Policy” PowerPoint presentation provides
slides and resources that tobacco control program managers can use to educate
internal and external colleagues about the basics of pricing strategies. These
slides can be adapted to local needs to help raise awareness of the presenter’s
positions on pricing strategies and deepen understanding among colleagues and
stakeholders.
The presentation is divided into three sections:
1. The Toll of Tobacco
This section covers the very basic information of the human and economic toll that
tobacco takes on our society. It provides an overview of the health and economic
problems associated with tobacco use state by state and nationwide.
Tobacco’s Toll in the United States
Tobacco’s Toll in the United States

Leading preventable cause of death and disease

Every day, 3,500 kids try their first cigarette1

Kills more than 400,000 people each year


More than $96 billion in annual health care costs

Tobacco-related illnesses and deaths:
About 1,000 kids become daily smokers every day;
one-third of whom will die from smoking-related
diseases2

19.5% of high school students are current smokers3

26% of high school students used some type of
tobacco product in the last month4

17.9% of adults currently smoke5
 Nearly 9/10 of Chronic Obstructive Pulmonary Disease
(COPD/lung disease) Deaths1
 1/3 of total cancer deaths 2
 1/5 deaths from coronary
heart disease3
2. The Case for Raising the Price of Tobacco Products
This section presents the case for raising the price of tobacco products, including the
public health benefits, associated revenue increases, and public popularity. Because most
of the progress and evidence supporting price increases come from cigarette excise tax
increases, much of the focus is on raising the price of cigarettes only.
Raising the Price of Tobacco
“The single most direct and reliable method
for reducing consumption is to increase the
price of tobacco products, thus encouraging
cessation and reducing the level of initiation
of tobacco use.”
Taking Action to Reduce Tobacco Use
National Academy of Sciences
Institute of Medicine
1998
When prices go up,
cigarette consumption goes down,
especially among:

Kids

Pregnant Women

Lower Income
Smokers
© 2011 Tobacco Technical Assistance Consortium | Pricing Strategies Toolkit
Page 61
3. The Case for Taxing Other Tobacco Products and Other Pricing Strategies
Cigarette excise taxes alone are not sufficient deterrents to tobacco use. In fact, as the
cost of cigarettes increases, public health authorities are concerned about data that show
smokers become more attracted to cheaper tobacco products such as snuff, snus, or
cigars. In addition, cigarette tax avoidance increases as prices increase. These and other
price-related concerns are covered in this section.
Tobacco Excise Tax Increases 
Largest Impact When:

They are large

They are implemented all at once

They impose equivalent tax rates on all
tobacco products

They complement local tax increases where
permitted
 A PORTION OF REVENU E IS DEDICATED TO
TOBACCO CONTROL
Tax Strategies on OTP

Percent of wholesale price rather
than weight based

Minimum tax rates

Eliminate caps on rates or amounts

Minimum tax for percentage of
price

Define cigarettes to include small
cigars and cigarillos
To download all of the PowerPoint slides and speaker’s notes, visit the TTAC Pricing Strategies
Toolkit online at http://www.ttac.org/services/pricing_strategies/presentation.html.
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Part V: Essential Resources
This section provides easily accessible data and information related to
effective pricing strategies in the U.S. Every tobacco control program manager
who wants to be the “go-to” resource on tobacco pricing strategies should
become familiar with these websites, tools, and organizations, and use them to
stay current on the science related to pricing strategies.
Many of the Essential Resources will be used while conducting the Readiness Assessment.
These resources are also recommended to gather data needed to create a state pricing strategies
briefing book. To establish their programs as the “go-to” center for information related to
tobacco control pricing strategies, many managers have kept an up-to-date briefing book that
contains much of this information in easy to understand graphs, charts, and key findings on
pricing strategies.
What are the Essential Resources and What is their Relevance?
Every month, there is news related to changes in tobacco prices such as increases in the excise
tax on cigarettes and/or other tobacco products, the enactment of laws requiring high-tech tax
stamps to reduce smuggling of untaxed or lower taxed cigarettes, or bans on internet sales of
tobacco products. Whether you are new to pricing strategies or need a little brushing up on the
topic, there are abundant web-based resources that are updated regularly to deliver the most
current, comprehensive information on the status of price-related policies. Additional resources
provide evidence that price-related strategies are the single most effective intervention to reduce
tobacco use throughout the population, whether in a community, state, tribe or nation.
There are three sections to the Essential Resources:
 Section 1: Resources from the “Addressing Tobacco Pricing Policy” PowerPoint Slides
 Section 2: Additional Resources
 Section 3: Resources from State Campaigns
Section 1: Resources from State Campaigns
Many states have contributed resource materials to the toolkit to serve as examples for other states.
Although every state has its own unique challenges and opportunities, there are many commonalities as
well. These resources apply the principles outlined in this toolkit, leading to successful policy. To view a
full listing of these materials and download them, visit the TTAC Pricing Strategies Toolkit online at
http://www.ttac.org/services/pricing_strategies/index.html.
Section 2: Resources from Slides
The first set of resources listed includes all documents referred to or used to compose the
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“Addressing Tobacco Pricing Policy” PowerPoint slides provided in the toolkit. Each
resource is listed along with its source, a link to the document, and which slides pertain to it.
Resources are listed in the order of the slides, and are broken down into the three main parts of
the presentation: The Toll of Tobacco, Raising the Price of Tobacco Products, and Taxing Other
Tobacco Products and Other Tobacco Pricing Policies.
Many of the resources were developed by the Campaign for Tobacco-Free Kids because these
easily accessible materials translate well researched data into language that non-experts can
understand and trust. Their primary resources and methods for interpreting the data, is available
in the document entitled, “Explanations and Sources for TFK’s Projections of New Revenues &
Benefits from State Cigarette Tax Increases,”
http://www.tobaccofreekids.org/research/factsheets/pdf/0281.pdf.
Part 1: The Toll of Tobacco
Toll of Tobacco in the United States of America
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0072.pdf
Slides 6, 7
Health Harms from Smoking and Other Tobacco Use
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0194.pdf
Slide 6
The Daily Toll of Tobacco Use in the USA
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0300.pdf
Slide 7
Tobacco Use Among Youth
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0002.pdf
Slide 7
Key State-Specific Tobacco-Related Data & Rankings
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0176.pdf
Slides 8, 9
Part 2: Raising the Price of Tobacco
Taking Action to Reduce Tobacco Use
Institute of Medicine and Commission on Life Sciences, National Research Council
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Citation: IOM, Taking Action to Reduce Tobacco Use, Washington, DC: National Academy
Press, 1998. http://www.nap.edu/openbook.php?record_id=6060&page=R1
Slide 12
Tobacco Taxes: A WIN-WIN-WIN for Cash-Strapped States
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/what_we_do/state_local/taxes/state_tax_report
Slides 14, 24
Raising Cigarette Taxes Reduces Smoking, Especially among Kids (And the Cigarette Companies
Know It)
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0146.pdf
Slide 17
Pregnancy-Related Benefits and Cost Savings from Raising Cigarette Taxes
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0158.pdf
Slide 17
State Cigarette Tax Increases Benefit Lower-Income Smokers and Families
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0147.pdf
Slides 17, 32
State Benefits from a $1 Cigarette Tax Increase
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/what_we_do/state_local/taxes/state_tax_report/
Slide 18
Tobacco Tax Increases Are a Reliable Source of Substantial New State Revenue
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0303.pdf
Slides 23, 26
Voters in All States Support Significant Increases in State Cigarette Taxes
Campaign for Tobacco-Free Kids
http://tobaccofreekids.org/research/factsheets/pdf/0309.pdf
Slide 24
Map of Cigarette Tax Rates
Campaign for Tobacco-Free Kids
http://tobaccofreekids.org/research/factsheets/pdf/0222.pdf
Slide 25
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Responses to Misleading and Inaccurate Cigarette Company Arguments Against State Cigarette
Tax Increases Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0227.pdf
Slides 26-33
The Case for High-Tech Cigarette Tax Stamp
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0310.pdf
Slide 28
State Cigarette Tax Increases, Retailers, and Jobs
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0330.pdf
Slide 31
Part 3: Other Tobacco Pricing Policies
State Benefits from Increasing Smokeless Tobacco Tax Rates
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0180.pdf
Slide 36
How to Make State Cigar Tax Rates Fair and Effective
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0335.pdf
Slide 36
Taxation of Smokeless Tobacco: Percentage of Price vs. Net Weight
American Lung Association
http://www.tobaccofreekids.org/research/factsheets/pdf/0175.pdf
Slide 37
Internet Sales of Tobacco Products – Reaching Kids & Evading Taxes
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0213.pdf
Slide 41
The PACT Act: Preventing Illegal Internet Sales of Cigarettes & Smokeless Tobacco
Campaign for Tobacco-Free Kids
http://www.tobaccofreekids.org/research/factsheets/pdf/0361.pdf
Slide 41
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Section 3: Additional Resources
These additional resources were not included in the PowerPoint, but are also useful in learning about
pricing strategies.
General
Best Practices for Comprehensive Tobacco Control Programs, Section C: Budgets by State
The one-page per state summary of the 2007 CDC Best Practices Recommendations for Funding
is an essential briefing document. Even a small percentage of a tobacco excise tax increase can
provide the much needed resources to sustain cessation and public awareness programs. By
allocating resources to tobacco control programs, the pricing strategy helps smokers who are
cutting back or want to quit as the result of the excise tax increase—those who often can least
afford the cost of tobacco or the cost of the illnesses it causes.
Best Practices User Guide: Tobacco Pricing Policies (TBA)
Centers for Disease Control and Prevention
Centers for Disease Control State Tobacco Activities Tracking and Evaluation (STATE)
System Interactive Map
The interactive map provides state-by-state trends on cigarette excise taxes, beginning in 1995,
as well as other valuable tobacco-related policies and data. The website is one of the most
informative resources available to the public.
Interactive State-by-State Cigarette Excise Tax Map of the United States
The Robert Wood Johnson Foundation’s on-line interactive tobacco policy map provides up-todate information not only on state cigarette excise tax rates (latest increase and when), but also
current tax rates on snuff, chewing tobacco, and cigars for every state. The map is user-friendly.
It provides every state’s tax policies so that comparisons with neighboring states are easily
accessible. If one state’s taxes are much lower than its neighbors, it may help the lower taxed
state’s case for increased taxes.
Saving Lives, Saving Money: A State-By-State Report on the Health and Economic Impact
of Tobacco Taxes
This report from the American Cancer Society Cancer Action Network (ACS CAN) measures
the dramatic health and economic benefits of implementing increased tobacco taxes in the states.
The results provide evidence that increased tobacco taxes have the potential to save hundreds of
thousands of lives and billions of dollars in health care costs.
State Legislated Action on Tobacco Issue (SLATI)
The American Lung Association provides extensive information in non-technical language,
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covering every state’s tobacco policies, including current pricing law history and current excise
tax revenue.
Campaign for Tobacco-Free Kids Fact Sheets
Most of the Campaign’s Tobacco Tax Factsheets and materials are on the Campaign website at:
http://www.tobaccofreekids.org/facts_issues/fact_sheets/policies/tax/. This is an excellent place
to gather information for an assessment of national and state data regarding the toll of tobacco, as
well as the status and impact of pricing strategies in every state. The well-researched fact sheets
cover the gamut of pricing strategy issues.
In addition, on request, the Campaign will create fact sheets with state and local data that are
relevant to state and local community leaders and policy makers or model legislation documents
on a variety of pricing strategy topics (see page 76).
General Information and Arguments for Raising the Price of Tobacco
The Many Ways States Can Raise Revenue While Also Reducing Tobacco Use and Its Many
Harms & Costs
http://www.tobaccofreekids.org/research/factsheets/pdf/0357.pdf
Raising State Cigarette Taxes Always Increases State Revenues and Always Reduces Smoking
http://www.tobaccofreekids.org/research/factsheets/pdf/0098.pdf
Cigarette Tax Increases vs. Cigarette Company Price Increases (Compared to Avg Retail Prices
1993-2008)
http://www.tobaccofreekids.org/research/factsheets/pdf/0210.pdf
Explanations & Sources for TFK Projections of New Revenues & Benefits from State Cigarette
Tax Increases
http://www.tobaccofreekids.org/research/factsheets/pdf/0281.pdf
Effect of State Tobacco-Tax Increases on MSA and Phase II Payments to the States
http://www.tobaccofreekids.org/research/factsheets/pdf/0197.pdf
State Cigarette Tax Increases and State Tobacco Settlement Revenues
http://www.tobaccofreekids.org/research/factsheets/pdf/0157.pdf
State Options to Prevent and Reduce Cigarette Smuggling and to Block Other Illegal State
Tobacco Tax Evasion http://tobaccofreekids.org/research/factsheets/pdf/0274.pdf
Tobacco Tax Increases for Health Care and Tobacco Prevention
Using Tobacco Tax Increases to Fund Comprehensive Tobacco Prevention Programs
http://www.tobaccofreekids.org/research/factsheets/pdf/0295.pdf
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Tax Increases Are Not Enough - States Must Also Invest in Tobacco Prevention Programs
http://www.tobaccofreekids.org/research/factsheets/pdf/0221.pdf
Using State Cigarette Tax Increases to Replace Any Reduced or Delayed Settlement Payments
http://www.tobaccofreekids.org/research/factsheets/pdf/0067.pdf
State and Local Tax Rates
State Cigarette Excise Tax Rates & Rankings
http://www.tobaccofreekids.org/research/factsheets/pdf/0097.pdf
Map Showing State Cigarette Tax Rates
http://www.tobaccofreekids.org/research/factsheets/pdf/0222.pdf
Top Combined State-Local Cigarette Tax Rates (State plus County plus City)
http://www.tobaccofreekids.org/research/factsheets/pdf/0267.pdf
Local Government Cigarette Tax Rates
http://www.tobaccofreekids.org/research/factsheets/pdf/0304.pdf
Cigarette Tax Increases by State per Year 2000-2010
http://www.tobaccofreekids.org/research/factsheets/pdf/0275.pdf
State Cigarette Tax Increases (& Recessions) Since 1980
http://www.tobaccofreekids.org/research/factsheets/pdf/0212.pdf
State Cigarette Tax Increases since January 1, 2002, With Political Party of Sitting Governor &
Legislature
http://www.tobaccofreekids.org/research/factsheets/pdf/0239.pdf
State Cigarette Tax Rates & Rank, Date of Last Increase, Annual Pack Sales & Revenues, and
Related Data
http://www.tobaccofreekids.org/research/factsheets/pdf/0099.pdf
State Excise & Sales Taxes per Pack of Cigarettes - Total Amounts and State Rankings
http://www.tobaccofreekids.org/research/factsheets/pdf/0202.pdf
Trends in Average State Cigarette Tax Rates
http://www.tobaccofreekids.org/research/factsheets/pdf/0211.pdf
State Tobacco Tax Hikes to Replace MSA Funds
http://www.tobaccofreekids.org/research/factsheets/pdf/0100.pdf
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Impact of Raising Taxes on Specific Populations
State Cigarette Tax Increases Will Not Hurt U.S. Tobacco Growers or Cigarette Factory Workers
http://www.tobaccofreekids.org/research/factsheets/pdf/0150.pdf
Case Studies
The New York City Experience: New Revenues from a $1.42 per Pack Cigarette Tax Increase
http://www.tobaccofreekids.org/research/factsheets/pdf/0307.pdf
The Michigan Story: Cigarette Tax Increases, New Revenues, and the Value of Tax Stamps
http://www.tobaccofreekids.org/research/factsheets/pdf/0279.pdf
Other Tobacco Products
The Best Way to Tax Smokeless Tobacco
http://www.tobaccofreekids.org/research/factsheets/pdf/0282.pdf
Closing Weight-Based Tax Loopholes for the New Generation of Low Weight Moist Snuff
Smokeless Tobacco Products
http://www.tobaccofreekids.org/research/factsheets/pdf/0355.pdf
State Excise Tax Rates for Non-Cigarette Tobacco Products
http://www.tobaccofreekids.org/research/factsheets/pdf/0169.pdf
The Problem with Roll-Your-Own (RYO) Tobacco
http://www.tobaccofreekids.org/research/factsheets/pdf/0336.pdf
The Rise of Cigars and Cigar-Smoking Harms
http://www.tobaccofreekids.org/research/factsheets/pdf/0333.pdf
Campaign for Tobacco-Free Kids Resources Available by Request Only
On request, the Campaign will create fact sheets with state and local data that are relevant to
state and local community leaders and policy makers or model legislation documents on a variety
of pricing strategy topics. Please contact Ann Boonn at aboonn@tobaccofreekids.org for more
information.
State-Specific Tobacco Tax Factsheets



Benefits from a Cigarette Tax Increase of ___ Cents Per Pack in [State]
Projected Medicaid Program Savings in [State] From A ___-Cent Cigarette Tax Increase
A State Cigarette Tax Increase Will Not Harm [State’s] Tobacco Farmers
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





Benefits to [State] from Adjusting its Tax Rates for Other Tobacco Products to Match the State’s
Tax Rate for Cigarettes
Tobacco Tax Equity Memo
Factsheets with tables showing benefits and revenues from range of different tax increase
amounts
Factsheets comparing projected revenues and benefits from competing proposed amounts
Factsheets comparing projected benefits from a one-time increase instead of multi-year increase
State-specific memo on creating tax equity for all tobacco products
General Resources to Support Tobacco Tax Increases and Related Legislative Efforts:






Checklist of key items and issues to consider whenever cigarette tax increases are proposed
Model letter to state fiscal office re revenue projections for any state tobacco tax increase
proposals (request)
Model legislation re annual public state reports on revenues and benefits from state taxes on
different types of tobacco products
Help with analysis of specific legislative proposals or with drafting legislation
Model tax-equity legislation to set all OTP tax rates so they parallel state cigarette tax and rise
with it
Model legislation to establish minimum legal prices for all tobacco products
Resources on Smokeless Tobacco Taxes and the Weight-Based vs. Percentage-of-Price
Issue:








The Best Way to Tax Smokeless Tobacco,
http://www.tobaccofreekids.org/research/factsheets/pdf/0282.pdf
Guidance sheet with model legislative text on improving state tax systems for smokeless or all
OTPs (request)
Guidance on improving smokeless, moist snuff, or OTP definitions (request)
Graph showing revenue losses from weight-based taxes – and how to fix them (request)
Graph showing different state revenues from different moist snuff tax systems (request)
Model letter to state fiscal office re revenue projections for weight-based change proposals
(request)
Graphic showing different types of “moist snuff” with vastly different weights per dose (request)
Model legislation to place state NPM fee on smokeless companies that do not join the Smokeless
MSA (request)
Resources on Other Tobacco Products:


Model legislation on improving cigarette, roll-your-own tobacco, and other tobacco product
definitions
Model legislation on improving cigarette and cigar definitions
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High-Tech Tax Stamps

Model legislation for establishing a high-tech tax stamp
Tobacco Tax Increases for Health Care and Tobacco Prevention:

Model legislation for stabilizing state tobacco revenues [via automatic tax increases] and
directing surplus payments to tobacco prevention
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Acknowledgements
The Tobacco Technical Assistance Consortium (TTAC) gratefully acknowledges the many
individuals who have contributed to this project. This project would not have been possible
without their support and contributions.
Tobacco Control State Program Advisors
Sharon Biggers, MPH, CHES, South Carolina Division of Tobacco Prevention and Control
Larry Elmore, New Mexico Tobacco Use Prevention and Control
Sally Herndon, MPH, North Carolina, Tobacco Prevention and Control Branch
Bonnie Mapes, Iowa Division of Tobacco Use Prevention and Control
Judy Martin, MA, Tobacco Free Nebraska
Kenneth Ray, MPH, Georgia Tobacco Use Prevention Program
Terry R. Reid, MSW, Washington, Chronic Disease Prevention
Karla Sneegas, MPH Indiana Tobacco Prevention and Cessation
Jeffrey G. Willett, PhD, New York Tobacco Control Program
National Partners
Judy Stephany Ahearn, Consultant, CDC/OSH
Amy Barkley, Campaign for Tobacco-Free Kids
Monica Eischen, MPH, CDC Office on Smoking and Health
TTAC Staff
Sarah Anderson, MPH
Carissa Beatty, MPH
Laira Kolkin
Rachel Lawley, MPH
Janet Love, MPH
Debra Morris, MPH
Pamela Redmon, RN, MPH
Alison Sipler, MPH
Chelsea Williams
Madeleine Solomon, MPH, project lead and primary author
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