On September 11 th, 2001 terrorists murdered 6,000 people, and the world was outraged. We mobilized to prevent it from ever happening again. Yet, Tobacco Industry products kill that many people every week in North America alone…how do we react to that?

Youth: You Are the Target!

"We don't smoke that s**t, we just sell it. We reserve that right for the young, the poor, the black and the stupid." R.J. Reynolds, as quoted in The Times of London, 02 August 1992

Their cigarettes contain over 4000 chemicals … Hydrogen Cyanide - poison used in gas chambers Formaldehyde - preserves dead bodies Acetone - paint stripper Ammonia - toilet bowl cleaner Arsenic - rat poison Methanol - rocket fuel Chocolate … to make it all taste better

They want you to start smoking – and the younger the better. The Industry’s Goals "They got lips? We want them." reply of an R.J. Reynolds Tobacco rep when asked the age of the kids they were targeting

Over 85% of smokers start before their 18 th birthday. That means Big Tobacco’s best source of ‘replacement smokers’ is youth. FACt... image © smokefreeottawa.com, used with permission

‘Replacement Smokers’ are needed to: - Replace the smokers that manage to quit. - Replace the smokers that die. And You are the target image © smokefreeottawa.com, used with permission

It’s True! And You’re About to Find Out What the Tobacco Industry Has to Say About It

you represent a lifetime of addiction and a lifetime of profit “Younger adult smokers are the only source of replacement smokers... If younger adults turn away from smoking, the industry must decline” R.J.Reynolds, February 29, 1984

They Need You Addicted “[Brown & Williamson] will not support a youth smoking program which discourages young people from smoking.” Tobacco Institute Memo, 1983

They Need Your money “If you are really and truly not going to sell to children, you are going to be out of business in 30 years.” Bennett LeBow, CEO of Brook Group Ltd. makers of Lark and L&M cigarettes

"We have been asked by our client to come up with a package design... a design that is attractive to kids.” Letter from Lorillard’s (Newports) ad agency, 1970 They`ll Do Anything

They`ll Tell you it`s Not Addictive “Cigarettes are no more addictive than gummi bears.” James Morgan CEO Philip Morris Tobacco, 1997

Even Though they Know it Is “Of course it’s addictive, that’s why you smoke the stuff.” Ross Johnson R.J. Reynolds Tobacco, 1994

“I’ll tell you why I like the cigarette business. It costs a penny to make. Sell it for a dollar. It’s addictive. And there’s fantastic brand loyalty. “ Warren Buffet, The Economist, 1992

The Cost of Smoking A pack a day smoker spends about $59.50 on smokes every week! Think about it. You can buy a lot of cool stuff with that kind of money! iPod 3 weeks Snowboard 5 weeks New CD’s 1 week

Imagine taking a product with such horrid consequences as lung cancer and gangrene, and then spinning it into something that screams “Pleasure! Fun! Sexy!”. tobacco marketing schemes

If tobacco ads told the truth they would Lung cancer! Gangrene! Oral cancer! SCREAM

Think Chewing Tobacco is a safe alternative to cigarettes? Sean Marsee used chew… Sean Marsee at age 17 At age 19, just prior to his death

Tobacco causes more deaths each year than AIDS, car accidents, plane crashes, murders, and suicides combined.

Get Outraged! All across Canada students and youth are taking action against Big Tobacco. You can too! Here are some ideas…

Grim Reaper White-out Day 1,2,3 Drop Dead Make a Scene!

Be Creative! Take It To The Streets! Errol Povah as the Grim Reaper SWAT Florida

Spread the Message! Raid the Halls! Poster Contest Assembly SWAT Florida

Tell the Media! Newspaper Article Letter to the Editor Press Release

Have Fun! Join a Club - TATU - SWAT - Kick the Nic

Celebrate Success! BBQ Pizza Party Awards

“While we might not like our opponents, it would be foolish to underestimate them…they are clever.” John Dollisson, Phillip Morris Executive, 1990

The Beginning Production of this presentation has been made possible through a financial contribution from Health Canada. The views expressed herein do not necessarily represent the views of Health Canada.