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December 1
1929 - Saugus train robber Thomas Vernon apprehended in Pawnee, Okla. [story]
Tom Vernon


The U.S. Food and Drug Administration is planning to expand its award-winning “The Real Cost” campaign to educate rural, white male teenagers about the negative health consequences associated with smokeless tobacco use.

For the first time, messages on the dangers of smokeless tobacco use – including nicotine addiction, gum disease, tooth loss and multiple kinds of cancer – are being highlighted through the placement of advertisements in 35 U.S. markets specifically selected to reach the campaign’s target audience.

“Not only is the target audience using smokeless tobacco at a high rate, but many do not fully understand the negative health consequences of their actions,” said Mitch Zeller, J.D., director of the FDA’s Center for Tobacco Products. “In communities where smokeless tobacco use is part of the culture, reaching at-risk teens with compelling messaging is critical to help change their understanding of the risks and harms associated with smokeless tobacco use.”

Smokeless tobacco includes different types of products, such as dip, chew, snus and types of tobacco that dissolve when placed in the mouth. According to the Substance Abuse and Mental Health Services Administration, each day in the U.S. nearly 1,000 males under the age of 18 use smokeless tobacco for the first time – almost as many male teenagers who smoke their first cigarette – making early intervention critical and highlighting a need for targeted youth smokeless tobacco prevention.

Smokeless tobacco use is culturally ingrained in many rural communities. For many, it has become a rite of passage, with these teenagers seeing smokeless tobacco used by role models, such as fathers, grandfathers, older brothers and community leaders. In fact, its use is more than twice as likely in rural areas compared to metropolitan areas in the U.S. However, some rural youth are impacted more significantly than others – with white, male youth being more likely to use smokeless tobacco than other youth. According to the most recent data from the FDA’s Population Assessment of Tobacco and Health (PATH) study, 31.84 percent of rural, white males 12-17 years of age are either experimenting with, or at-risk for, using smokeless tobacco – this amounts to approximately 629,000 male youth nationwide.

The central message in “The Real Cost” Smokeless Tobacco Prevention Campaign is “smokeless doesn’t mean harmless,” which aims to motivate these teenagers to reconsider what they think they know about smokeless tobacco use. The FDA’s strategic approach is based on key insights from multi-state focus groups consisting of rural, white males, ages 12-17, as well as by extensive secondary research. Campaign messaging focuses on topics that the FDA’s research found to resonate with at-risk youth, such as cosmetic and health consequences, loss of control due to addiction, and the danger of chemicals found in smokeless tobacco products.

“The Real Cost” Smokeless Tobacco Prevention Campaign’s messages are being amplified across the U.S. using a variety of methods, including traditional paid media (e.g., television, radio, print, public signs and billboards), as well as digital advertising and social media. These efforts will be evaluated by measuring the advertisements’ effectiveness in reaching rural, white male teenagers and changing their thinking, attitudes, beliefs and behavioral intentions to use smokeless tobacco.

The new campaign will also collaborate with select Minor League Baseball teams to help combat the link between baseball and smokeless tobacco use among the campaign’s target audience. This summer, stadiums across the country will promote tobacco-free lifestyles by displaying campaign advertising and providing opportunities for fans to meet and interact with players who support the campaign’s public health messages.

“The Real Cost” Smokeless Tobacco Prevention Campaign is part of the FDA’s ongoing efforts to prevent at-risk youth from starting to use tobacco. These efforts include the FDA’s general market campaign, “The Real Cost,” launched in February 2014, and the agency’s “Fresh Empire” campaign targeting multicultural youth who identify with the hip-hop peer crowd, launched in October 2015.

The FDA, an agency within the U.S. Department of Health and Human Services, protects the public health by assuring the safety, effectiveness, and security of human and veterinary drugs, vaccines and other biological products for human use, and medical devices. The agency is also responsible for the safety and security of our nation’s food supply, cosmetics, dietary supplements, products that give off electronic radiation, and for regulating tobacco products.

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LOS ANGELES COUNTY HEADLINES
Tuesday, Nov 29, 2022
The California Department of Transportation has announced overnight closures of northbound Interstate 5 between State Route 14 and Calgrove Tuesday, Nov. 29 and Wednesday, Nov. 30, from 10 p.m - 4 a.m.
Tuesday, Nov 29, 2022
Los Angeles County Supervisor Kathryn Barger, whose Fifth District includes the Santa Clarita Valley, issued the following statement Monday, reacting to California Insurance Commissioner Ricardo Lara’s newly announced one-year moratorium on insurance non-renewals and cancellations for property owners within the recent Route Fire’s perimeter:
Tuesday, Nov 29, 2022
The Los Angeles County Department of Public Health confirmed Tuesday one additional death and 83 new cases in the Santa Clarita Valley, with nine additional deaths and 2,370 new cases countywide.
Monday, Nov 28, 2022
Santa Clarita Sheriff’s Station is now collecting toys as part of the SCV Sheriff’s Station Annual Toy Drive starting Monday.
Monday, Nov 28, 2022
The Los Angeles County Department of Public Health confirmed Monday three additional deaths and 165 new cases in the Santa Clarita Valley over the weekend, with 15 additional deaths and 5,414 new cases countywide.

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Latest Additions to SCVNews.com
1929 - Saugus train robber Thomas Vernon apprehended in Pawnee, Okla. [story]
Tom Vernon
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LA County Aquatics is hiring, this December the agency will be holding swim exams for those interested in becoming an LA County Lake Lifeguard.
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Government Finance Officers Association of the United States and Canada has awarded the Certificate of Achievement for Excellence in Financial Reporting to Santa Clarita Valley Water Agency for its annual comprehensive financial report for FY 2020/21.
SCV Water Receives Accolade for its Comprehensive Financial Report for the Fiscal Year 2020/21
Children's Bureau is one of the largest private, non-profit adoption agencies in California and one of the few that is nationally accredited by the Child Welfare League of America.
Dec.15: Foster Care Virtual Online Orientation
The California Highway Patrol will continue to provide free classes to assist and educate drivers age 65 and older, as well as promote safe travel for all, with the Keeping Everyone Safe grant funded by the Office of Traffic Safety. 
CHP Senior Driving Class Aims to Keep All Drivers Safe
Assemblywoman Suzette Valladares has conceded the race for the 40th California State Assembly district, to challenger Pilar Schiavo. 
Assemblywoman Valladares Concedes Race For 40th Assembly District
The Utom Conservation Fund, a group of cultural and environmental organizations, has awarded $60,000 in scholarships and fellowships to students dedicated to the conservation of the Santa Clara River, also known as Utom.
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CSUN men's and women's track and field coach Justin Johnson has announced the 2023 indoor and outdoor schedules.
CSUN Track & Field Announces 2023 Schedule
2013 - Actor Paul Walker ("Fast & Furious" movies) dies in a fiery car crash in the Valencia Industrial Center. [story]
Paul Walker
Nearly a quarter of a million dollars will be available to graduating seniors in the William S. Hart District this year from the Santa Clarita Valley Scholarship Foundation and applications are available this Thursday, Dec. 1 from their website, www.scvsf.org.
SCV Scholarship Foundation’s 2023 Applications Opening Dec. 1
The California Department of Transportation has announced overnight closures of northbound Interstate 5 between State Route 14 and Calgrove Tuesday, Nov. 29 and Wednesday, Nov. 30, from 10 p.m - 4 a.m.
Caltrans Announces Overnight I-5 Closures in Santa Clarita
The Santa Clarita Valley Chamber of Commerce announced Tuesday its 2023 Employment Law Update, scheduled for Tuesday, Jan. 24, 2023, at the SCV Senior Center at Bella Vida.
SCV Chamber Hosting 2023 Employment Law Update
Consultants working on a new museum in the SCV Historical Society’s Pardee House are looking for the community’s opinion as they develop new exhibits and they want to reach out to as many people as possible with a brief survey.
Community Input Sought for New SCV Museum Exhibits
The Valley Industry Association invites you to join them at the Dr. Dianne G. Van Hook University Center Tuesday, Dec. 13, at 11:45 a.m., for the 2023 VIA Board of Directors Installation.
Dec. 13: VIA 2023 Board of Directors Installation
Los Angeles County Supervisor Kathryn Barger, whose Fifth District includes the Santa Clarita Valley, issued the following statement Monday, reacting to California Insurance Commissioner Ricardo Lara’s newly announced one-year moratorium on insurance non-renewals and cancellations for property owners within the recent Route Fire’s perimeter:
Barger Applauds One-Year Moratorium on Route Fire Insurance Coverage
The Canyon Country Optimist Club will be hosting a Spark of Love Toy Drive and food drive for the Santa Clarita Food Pantry at the Valencia Town Center Saturday, Dec. 17, from 12 p.m. - 3 p.m.
Dec. 17: Canyon Country Optimist Club Holding Toy, Food Drive
The Los Angeles County Department of Public Health confirmed Tuesday one additional death and 83 new cases in the Santa Clarita Valley, with nine additional deaths and 2,370 new cases countywide.
Tuesday COVID Roundup: One New SCV Death; 83 New Cases
1957 - Incorporation of Mint Canyon Chamber of Commerce; became Canyon Country Chamber [story]
Frontier Days
Once again, Kia of Valencia steps up to make a difference for the over 22,000 students of the Hart District.
WiSH Foundation Names Kia of Valencia Major Sponsor
On Tuesday, people all over the world will come together and harness the power of human connection to change our world.
SCV Education Foundation Taking Part in Giving Tuesday
Join the city of Santa Clarita for the 2nd annual Tree Lighting Ceremony at The Cube – Ice and Entertainment Center, Powered by FivePoint | Valencia on Friday, Dec. 2 from 7 p.m. – 8 p.m.
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Santa Clarita Sheriff’s Station is now collecting toys as part of the SCV Sheriff’s Station Annual Toy Drive starting Monday.
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SCVNews.com
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