The San Diego Cinco de Mayo Con Orgullo coalition began in August of 2001 and has embarked on a mission to reclaim cultural celebrations-such as Cinco de Mayo-and cultural symbols from the alcohol industry. As part of our mission, we would like to educate the communities on the importance of culture as a protective factor to reduce risks associated with substance abuse. Although our major focus in preventing alcohol-related problems, the Cinco de Mayo Con Orgullo (with Pride) campaign has enlisted allies from the tobacco, treatment/recovery, violence prevention and other public health fields.

The Cinco de mayo con Orgullo Campaign has grown tremendously around the state. There are now over 20 cities and counties combined that host sober Cinco de Mayo celebrations and are joining the movement to counter the alcohol and tobacco industry’s takeover of this celebration. In 2002, the media coverage was extensive in California and in the Nation. Newspapers such as the San Diego Union Tribune, San Francisco Chronicle, Los Angeles Times and Wall Street Journal plus several smaller newspapers throughout the state of California carried in-depth articles. National news also carried the story in USA Today and the Internet service Join Together Online (www.jointogether.org). In addition, several major TV networks provided coverage of the statewide campaign.Cinco de Mayo Con Orgullo trainings and technical assistance to state programs and community groups in three coalition networks in Northern/Southern California and San Diego County.

This year also marked the launch of the website-www.cal-lluhc.org-through which communities statewide gained valuable information in their local efforts to reclaim Cinco de Mayo. the use of cultural symbols in their marketing ploy to attract ethnic communities to the sale and consumption of their products, especially youth. The alcohol industry spends $2 billion, Tobacco $3 billion in advertising to the Latino community. This practice has lead to a distortion of cultural holidays, portraying Cinco de Mayo as a drinking celebration and promoting racists stereotypes of Latinos(as).

According to the 1998 Report of the U.S. Surgeon General, tobacco and alcohol products are advertised and promoted disproportionately to ethnic minorities. Subsequently, in order to increase their credibility in ethnic communities, these industries contribute to programs that aim to enhance the education of children, support scholarship programs, fund colleges and universities, and contribute to cultural events.Ê Motor vehicle crashes, associated with drinking are the leading cause of death for Latinos through age 24 and in 1999 tobacco smoking increased among Latino Youth.

San Diego’s Cinco de Mayo con Orgullo coalition brings together alcohol, tobacco control advocates, violence prevention leaders, youth and community members to stop the alcohol and tobacco industries from marketing and sponsoring cultural events. This partnership with local groups is organizing alcohol and tobacco free events to promote the true meaning of Cinco de Mayo.

Cinco de Mayo is a historical event that commemorates the battle of Puebla of 1862 in which the Mexican army defeated the French invaders who sought to colonize Mexico. Not widely celebrated in Mexico, the Chicano movement popularized this celebration to enhance dignity among all Latinos. The coalition invites Latinos to celebrate this event by supporting Cinco de Mayo activities that foster a family atmosphere by providing events that are alcohol and tobacco free. Join us in the battle against alcohol and tobacco industries manipulating tactics and demand an end to corporate exploitation of Latino holidays and symbols. For more information on the Cinco de Mayo Con Orgullo campaign, please call Jovita at 858.974.3603. ext. 212 or Dawn at 619.283.9624