Dr. Antonia Novello took a deep breath as she stood up and faced Supreme Court Justice Sandra Day O’Connor. It was March 9, 1990 and Antonia was about to be sworn in as the 14th Surgeon General of the US Public Health Service. Nominated by President George HW Bush, she became both the first woman and first Hispanic to serve in the position.

Antonia’s goal was to improve the health of minorities, women and children throughout America. To that end, she looked for opportunities to involve Hispanic and Latino Americans in public health discussions. She met with Hispanic leaders and hosted listening sessions in various communities. And these conversations helped to shape the issues she wanted to tackle  during her time as Surgeon General — it was a long list that included early childhood health, the importance of vaccinations, pediatric AIDS, and the dangers of smoking.

While Surgeon General, Antonia traveled around the country to warn teens about the dangers of tobacco use. She quickly realized that she was fighting an uphill battle against millions of dollars in marketing and advertising. And she decided that enough was enough — Antonia wanted the tobacco industry to stop marketing to teens and children. So she went after a cartoon character named “Old Joe.”

Back in 1987, R.J. Reynolds Tobacco Co. launched a new advertising campaign for its cigarette brand, Camel. Its sales were slumping and it needed something fresh, hip and new. The star of this new campaign was a cartoon image of a camel, called “Old Joe.” And it worked. Camel cigarettes sales improved, particularly among teens and young adults.

Joe Camel Advertisement

The tobacco industry was big and powerful, and Antonia realized that she couldn’t wage this battle alone. But then she read the December, 1991 issue of the Journal of American Medicine, which contained an article called “Brand Logo Recognition by Children Aged 3 to 6 Years, Mickey Mouse and Old Joe the Camel.” According to the results of the study, 6-year-old children recognized the pictures of “Old Joe” and “Mickey Mouse” more than any other advertising logos.

Antonia teamed up with the American Medical Association (AMA) to demand that R.J. Reynolds Tobacco Co. stop using “Old Joe” in all advertising for its Camel cigarettes. They held press conferences. They asked retailed to remove all “Old Joe” signs. They asked media companies to refuse to run ads containing “Old Joe.” They held an anti–smoking parade in Chicago. And they testified before Congress.

The battle against “Old Joe” and tobacco marketing campaigns aimed at teens continued after Antonia resigned as Surgeon General. Success was finally achieved in 1997, when a ban on cartoon advertising was part of the $368 billion settlement reached between various government agencies and the major tobacco companies. In Antonia’s words, “It’s time we invite old Joe Camel himself to take a hike.”

The Power of the Wand

Throughout her career, Antonia was dedicated to the health of Hispanic women and children. In 2014, the Antonia C Novella Award was created by the Hispanic Officer Advisory Committee (HOAC) of the Commissioned Corps of the PHS. Every year, the award is given to a Hispanic officer who “has impacted the community through personal and/or HOAC directed community service activities.” 

Her Yellow Brick Road

Antonia joined the US Public Health Service (PHS) in 1978, while she was a studying for her masters degree in public health at Johns Hopkins University. Less than one year later, she was accepted into the PHS Commissioned Corps — a branch of the US uniformed services that is dedicated to “protecting, promoting and advancing the health and safety of the nation.”

VADM Antonia Novella (NIH)

After becoming an officer in the PHS, Antonia was assigned to the National Institutes of Health. Her first position was project officer for the National Institute of Arthritis, Metabolism and Digestive Diseases. Over the years, Antonia worked her way up the ranks and developed a special interest in pediatric AIDS research and women’s health issues. 

In 1982, Antonia added Capitol Hill to her list of responsibilities. She was assigned to serve as a legislative fellow for the US Senate Committee on Labor and Human Resources. She advised senators on health issues and drafted language for a number of legislative bills, including warning labels for cigarette packages about the health risks of smoking.   

In 1986, Antonia was promoted to Deputy Director of the National Institute of Child Health and Human Development. She also became chair of the Task Force on Pediatric HIV/AIDS and coordinated all the pediatric AIDS research conducted within the Department of Health and Human Services. Before long, her work caught the eye of George HW Bush, President of the United States.

Brains, Heart & Courage 

At birth, Antonia was diagnosed with a birth defect in her large intestine — “congenital megacolon.” It was a painful condition and she was in and out of the hospital during her childhood as a result. The doctors recommended that Antonia have surgery at 8 years old to correct the condition.

But then Antonia’s father died and her family was thrown into chaos. Her mother was an elementary school teacher and had a hard time providing for Antonia and her two siblings. So Antonia’s surgery fell through the cracks.

Despite her medical condition and hospital stays, Antonia didn’t fall behind in school. In fact, she excelled. It helped that her mom tutored her at home in various subjects, including math and science. Antonia graduated from high school early and enrolled in the University of Puerto Rico.

Antonia finally had corrective surgery when she was 18 years old and in college. Unfortunately, the first surgery didn’t correct the condition. Two years later, Antonia traveled to the Mayo Clinic in Minnesota for a second operation, which was successful.

Antonia’s experience inspired her to go into medicine. She didn’t want anyone else to go through the pain that she endured for so many years. She wanted to help people. 

Antonia graduated from the medical school in Puerto Rico and started her residency at the University of Michigan. Around the same time, her aunt passed away as a result of kidney failure. Her aunt’s struggle with kidney disease made a big impact on Antonia, and inspired her to specialize in pediatric nephrology.

After completing her residency and fellowship, Antonia opened her own medical practice in Washington DC. The job took a toll emotionally, however. She empathized with her patients — it was difficult for her to see her patients in pain and she felt herself starting to burn out. Antonia realized that direct patient care was too hard on her personally and it was time to move on. So she decided to go back to school and specialize in public health.

Glinda’s Gallery

Just the Facts

• Antonia Coello was born on August 23, 1944 in Puerto Rico as the oldest of three children. Her father died when she was 8 years old, and she was raised by her mother.
• Antonia received both a bachelor’s degree and medical degree from the the University of Puerto Rico. Then, she completed her internship, residency and fellowship in pediatric nephrology at the University of Michigan Medical Center. She also earned both a masters degree and PhD in public health from Johns Hopkins University. 
• Antonia married Joseph Novello, who was a surgeon in the navy at the time. 
• Antonia joined the US Public Health Service in 1978, served for about 17 years, and retired with a rank of Vice Admiral in 1996.
• In 1993, Antonia felt it was time for her to help women and children on a global scale. So she resigned as Surgeon General and accepted a position as Special Representative for Health and Nutrition at UNICEF (United Nations Children’s Fund).  
• Antonia served as Commissioner of Health for the State of New York from 1999-2006. 
• Antonia’s career had its ups and downs and she has a mixed legacy. She was accused of abusing government resources while Commissioner of Health for the State of New York by asking federal employees to do her personal errands. She eventually pled guilty to a felony count of “filing a false instrument involving a worker’s duties.”
• Antonia served in executive roles at Disney Children’s Hospital in Florida from 2008-2014.
• Antonia has taught at a number of universities, including Visiting Professor of Health Policy and Management at the Johns Hopkins School of Hygiene and Public Health. 
• Antonia served as a special envoy to the Dominican Republic and helped the residents of Puerto Rico recover after hurricane Maria. 
• Antonia holds many awards, including the Legion of Merit, James Smithson Bicentennial Medal, Elizabeth Blackwell Award, and Don Quijote Lifetime Achievement Award. She was also inducted into the National Women’s Hall of Fame and holds over 20 honorary degrees from various universities. 

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