The Tobacco Industry - Don't Let Them Play You!
A study commissioned by the U.S. Department of Health and Human Services indicates that tobacco advertising is targeting kids as much as ever.
Does smoking really cause a risk to one's health? Who do you believe the tobacco companies, the media, government or health agencies? When it comes to their health a growing number of teens are saying, "I want to grow up and smoking is not worth it." Teens are listening to what many health agencies, such as the American Lung Association and the American Cancer Association, are saying, and they are speaking up.
On a daily basis, youth across the nation are exposed to tobacco advertisements that are displayed on billboards and signs, posters, T-shirts, and in the pages of magazines - all glamorizing the act of smoking. Activism is a word not very often associated with teens by the media, but in an expression of activism, nearly 200 teens from Massachusetts and Florida came together at the Your Voice, Your Choice: Teens Speaking Out Against Tobacco Youth Conference held in Boston.
They came with the same idea, "Don't smoke! The tobacco industry - don't let them play you." Peer leaders from the Massachusetts Department of Public Health and youth representatives from the Florida Tobacco Pilot Program co-facilitated workshops in which the teens exchanged ideas on how to persuade the media to generate more realistic ads that would have more of an impact on youth.
The in-your-face type of ad seemed to be what many of the conference attendees felt would be the best way to hit home to their peers. A spokesperson from one of the workshops held said his group felt an ad depicting a parent dying from the effects of smoking with their teen-aged child crying over the parent would have a strong impact. Other workshop spokespersons reported that their group felt more public service ads and the use of more diverse models and situations were needed in advertisements. The use of upbeat music such as rap to express the dangers of smoking would catch the attention of teens. And, computers were also suggested as an informational marketing tool and for interactive purposes.
Profile: Activism is not an uncommon word to the teens of Positive Youth, from New Bedford, Massachusetts. The 22-member group is comprised of both male and female teens in grades 8 to 12. The teens, who are paid hourly wages, work year-round from 3-5 after school and during the summer from 9-5. They use motivational speaking, play acting, and presentations to teach their peers and younger children about the dangers of violence, use of drugs, alcohol, smoking and sexual abstinence.
Note: For further information on the dangers of tobacco use, contact any or all of the following: the American Lung Association, the American Cancer Society, the U.S Department of Health, or your state's Department of Public Health.
* Reprinted from Positive Teens Magazine Volume 1 Issue 3, July/Aug 1999
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