ALBUQUERQUE, N.M., Oct. 27, 2014 (GLOBE NEWSWIRE) -- The New Mexico Department of Health is announcing the launch of its new Spanish-Language anti-tobacco campaign: 1-855-DEJELO-YA, (QUIT NOW). Twenty-nine percent of New Mexican residents primarily or exclusively speak Spanish in their home. Research shows that a significant portion of this population is not aware that cessation services are available in their first language. The New Mexico Department of Health looks to change that with the 1-855-DEJELO-YA campaign.

"About 16 percent of Spanish-speakers in New Mexico smoke. Our goal is to reduce barriers so that people who want to quit smoking, can get the help they need," said Department of Health Secretary Retta Ward. "This campaign focuses on raising awareness about the cessation services the Department provides for Spanish speakers."

In 2013, the Department launched a quit line exclusively for Spanish speakers, 1-855-DEJELO-YA and the website.

The New Mexico Department of Health will announce more details about the media campaign Wednesday, October 29th from 3pm–5pm in the Salon Ortega room at the National Hispanic Cultural Center.

"1-855-DEJELO-YA is a unique campaign produced through an evidence-based approach provided by Nuestro Salud, LLC. It was created to be culturally relevant to the Spanish-speaking population here in New Mexico," said Benjamín Jácquez, Tobacco Use Prevention and Control Program Manager. "We are thrilled to officially launch the media campaign and share it with representatives from the Spanish-speaking population, and to our statewide partners."
The 1-855-DEJELO-YA campaign is built on the concept of perseverance, as expressed through the struggles of USA Olympic Silver Medalist, Leo Manzano. Leo is a Mexican-American track star and the epitome of perseverance in the world of athletics. Despite winning the silver-medal in the 2012 Olympics in London, England Leo lost both his sponsorship and coach. Undeterred he continues to train and recently won the United States Outdoor Championship as he prepares for another Olympic appearance. Leo will be at the press event, and available for interviews.

The campaign includes TV, radio, outdoor billboards, bus and bus shelter posters, and also live appearances by Leo Manzano to help promote the cessation services provided by the New Mexico Department of Health.
For more information, visit,

Eric Searle, 505-314-7750