In 2008, CDC reported cigarette smoking and exposure to secondhand smoke resulted in an estimate of 443,000 deaths and 5.1 million years of potential life lost. In WA State, CDC estimates 7,619 annual tobacco-attributable mortality and 104,061 years of potential life lost.
More deaths are caused by tobacco than human immunodeficiency virus (HIV), illegal drug use, alcohol use, motor vehicle injuries, suicides, and murders combined. The Latino population is at particular risk for health disparities related to access to health care and culturally and linguistically appropriate educational materials.
As many as 43 percent of Hispanics report they have no regular doctor or source of care, compared with 15 percent of whites. Compared to the rest of Washington State, Spanish speaking Latinos are half as likely to receive advice to quit smoking. In addition, the tobacco industry disproportionately advertises and promotes tobacco products to Latinos.
The "Rio" and "Dorado" cigarette brands are specifically advertised and marketed to the Latino community. As much as 61.5% of Latino adults who are current smokers want to quit. Tobacco companies have placed advertising in many Hispanic publications, contribute to cultural Hispanics, and provide support to the Hispanic art community.
The symbol of machismo (a rooster) is meaningful amongst many Hispanic/Latino communities. Translated the poster means "So you think you are a rooster (macho) because you smoke".