Lag deLeon is concerned about the rise in youth smoking. So last summer she decided to take down the tobacco advertisements from the walls and windows of the market she owns in Salinas.
"My store is near an elementary school, so I want it to be known as a safe place for kids," she says. "I don't want them to see all that negative advertising."
Broadway Market is the kind of neighborhood store where the owner knows the names of most of the children who patronize it. So last summer when deLeon heard about the American Lung Association of the Central Coast's Caring Retailers program, she decided to join.
The program educates shop owners about the powerful effect tobacco advertising has on youngsters, and encourages them to keep tobacco advertisements and products away from the candy area where children congregate. But deLeon did more than that. She keeps the tobacco products behind the counter.
"I'm concerned about kids and tobacco, and I wanted to do something about it," deLeon says.
To date, a total of 26 stores have signed the Caring Retailer's Pledge to implement these types of measures to help keep youth tobacco-free.