Learning Objectives: Identify and discuss creative tactics to combat new tobacco industry advertising campaigns in local communities. Recognize new methods to engage youth in media advocacy efforts to tackle Big Tobacco. Draw upon and discuss Indiana’s effort to oppose the test marketing of Advance, a Brown and Williamson new product.
Abstract: Last fall, Brown & Williamson contacted health organizations in the Indianapolis area requesting meetings about the company’s new, “healthier” cigarette. But B & W turned down the only group that did agreed to meet – the youth advisory board with Indiana Tobacco Prevention and Cessation.
Unwilling to walk away from the issue, these teens still held a meeting. They involved Dr. Jeffrey Wigand to learn how the tobacco industry targets teens and manufactures cigarettes in a way that ensures they’ll be addictive. Youth created a one-page advertisement for The Indianapolis Star to inform their community and make sure Hoosiers did not fall for claims of healthier cigarettes. A second ad national recognition for its dead-on-its-back guinea pig that lies beside a cigarette. In addition, teens worked with reporters to make sure this message was told in the news throughout the Indianapolis area. And they’re still working today to keep their story – and more Hoosiers – alive.
Youth activities resulted in the public hearing two sides of the story – instead of just learning about a supposedly “healthier” cigarette. This session will illustrate the tactics Hoosier youth used and demonstrate how their efforts linked to coalition building, advertising and media relations within Indiana’s comprehensive program.
Presenters will illustrate how conference participants who work with youth can apply these tactics to their tobacco control efforts to combat the tobacco industry. Participants will be involved “think tank” scenarios to brainstorm ways to prepare for new advertising campaigns that the tobacco industry launches.
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