RIDE uses the same tactics as the tobacco industry to fight back against tobacco targeting of young people aged 14-29 yrs, particularly Asian Americans.
The RIDE crew is made up of over 300+ volunteers from around California who have collected over 2000 first-of-its-kind needs assessment surveys, and distributed over 50,000 RIDE materials. The RIDE crew travels statewide with their modified cars and their message.
RIDE has directly reached over 150,000 people and spread the message to over 1,000,000 households through: -TV commercial broadcast during prime time MTV, Cartoon Network, Comedy Central, and Spike TV, ESPN, and online sites such as MySpace, and YouTube.
Project RIDE is a program of Bay Area Community Resources. This website is made possible by the Tobacco Health Protection Act of 1988-Proposition 99, through the California Department of Public Health, under contract #10-10198, and the Alameda County Health Care Services Agency, Public Health Department Tobacco Master Settlement Funds.
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