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Press Release

PSA on Protecting Children from Secondhand Smoke Makes East County Debut in Antioch

January 4, 2006

Several local children ask parents to protect young ones from the dangers of secondhand smoke in a public service announcement (PSA) video making its East County theatrical debut this month in Antioch.

The PSA, produced by Contra Costa Health Services' Promoting Smoke Free Families Project, is playing several times daily through January 26 at the Regal Cinemas Deer Valley 16 movie theaters, 4200 Lone Tree Way.

"The Promoting Smoke Free Families campaign focuses on the hazards of secondhand smoke for children, especially indoors," Denice Dennis, program manager of the Tobacco Prevention Project for Contra Costa Health Services. "Secondhand smoke is especially dangerous for children, as their lungs are still developing and the smoke causes decreased lung function."

The 30-second PSA was produced in conjunction with Contra Costa Television (CCTV), the county cable station, and was paid for by First 5 Contra Costa.

"My Mom's My Hero" features four young children speaking briefly about who their heroes are, including mothers who take cigarettes outside to shield their young ones from secondhand smoke.

It has been playing periodically on CCTV since being produced last spring, and also had runs at the Hilltop theaters in Richmond and on three other cable networks: MTV, Black Entertainment Television and Fox Family.

In addition to the four children in the PSA, an adult voice tells viewers, "Until you can quit, make your home smoke free. Protect kids from asthma attacks, ear infections and respiratory illnesses.

"Do it for your kids, You're their hero!"

More information about tobacco prevention and the danger of secondhand smoke is available online ( at Contra Costa Health Services website.

The Promoting Smoke Free Families Project is a Contra Costa Health Services collaborative between its Family, Maternal and Child Health Program and the Tobacco Prevention Project in its Community Wellness & Prevention Program. For more information, call 925-313-6214.

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Press Contact
  • Julie Freestone
  • 925-313-6268