In 2002, funding from three litigation settlements with the spit tobacco industry supported the development of the Buck Tobacco Sponsorship Project, an effort of the , .
From 2002 to 2005, local Buck Tobacco projects pursued policies to restrict tobacco promotion and use, including "chew/spit" tobacco and cigarettes, at rodeos and related events such as rodeo-themed "bar nights."
Local policy objectives were related to tobacco use, marketing and promotions at and around rodeos, to include promoting the adoption of policies to support the removal of:
- "adult-only venues" related to tobacco at rodeos;
- outdoor tobacco advertising at rodeos, including scoreboards and other signage;
- the use of tobacco products at rodeos by prohibiting tobacco use (both cigarettes and chew/spit); and/or
- tobacco promotions at bars and other local venues where tobacco companies market their products before, during and after a rodeo.
The target audiences were rodeo organizing committees, business owners in the communities surrounding rodeos, and community members concerned about tobacco. The project consisted of three major components, including a media advocacy campaign, a public engagement/social marketing campaign, and local-level policy development projects.
Statewide meetings, trainings, and a website were coordinated at a central office in Oakland. The central office also provided technical assistance and fostered regular contact among all of the projects. Although the policy development campaign projects tailored their local work to their local areas, they pursued goals that correspond to Buck Tobacco's four overall policy objectives as described above, so that the impact was apparent at both the state and local levels.
