Americans observe National Hispanic Heritage Month from September 15 to October 15 by celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean, Central and South America.
Last year we highlighted the life and achievements of Dolores Clara Fernandez Huerta, one of the most influential labor activists of the 20th Century and a leader of the Chicano civil rights movement. This year’s theme is, “Pioneers of Change: Shaping the Future Together” and because of this, we’ve highlighted Antonia Novello, the first Hispanic woman to serve as United States surgeon general.
A dedicated public health advocate, Novello made history as the first female and first Hispanic U.S. Surgeon General in 1990. Novello has led several major public health campaigns in her efforts to improve health conditions and access to medical care, especially for women, children and minority populations.
Novello was born Antonia Coello in Fajardo, Puerto Rico, on August 23, 1944. Novello’s father, Antonio Coello, passed away when she was young and her mother, Ana Delia Flores Coello, worked as a schoolteacher and principal. Her mother emphasized the importance of education, hard work, respect and care for all others. These were lessons that Novello took to heart and guided her pursuit of improving the lives of others.
Novello focused on the health of women, children and minorities during her tenure as Surgeon General. One of her most effective campaigns sought to end tobacco advertising aimed at children, such as ads with the “Joe Camel” cartoon. She urged the Federal Trade Commission (FTC) to act by highlighting the campaign was a reckless marketing tactic that influenced children’s perception of tobacco products, an unfair practice under the Federal Trade Commission Act. Due to her efforts, R.J. Reynolds Tobacco Company (RJR) officially ended the Joe Camel campaign on July 10, 1997. Since then, no tobacco company has used mascots to promote its products.
Novello earned numerous awards during her storied career as a physician and public health official, including the Public Health Service Commendation Medal (1983); Congressional Hispanic Caucus Medal (1991); Order of Military Medical Merit Award (1992); and the James Smithson Bicentennial Medal (2002).