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In February 2007, led an effort to convince Professional Bull Riders, Inc. (PBR) to end its national-level sponsorship relationship with the US Smokeless Tobacco Company (USSTC). On February 15-18, 2007, PBR hosted the US Smokeless Tobacco Challenger Tour Championship event in Oklahoma City, offering a prize purse of $1 million. Prior to the event, SWAT wrote directly to PBR leadership, worked with the on a grassroots email campaign, ran a print advertisement in local newspapers, and issued press releases. During the week before the event, SWAT held a youth training summit, which had been planned before they knew about the USSTC Challenger Tour Championship; they spent part of their time at the training preparing youth activists for the protest. On Saturday, February 17, SWAT led 400 youth and adults in a protest demonstration outside the event location, asking PBR to end its national sponsorship relationship with USSTC. SWAT’s efforts were supported by and the Regional Tobacco-Free Rodeo Project.
Below are materials and information related to SWAT’s efforts.
For additional information contact :
Jennifer Wilson, Statewide SWAT Program Coordinator & Consultant
or visit
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