Post on 14-Dec-2015
transcript
What is Media Awareness?
• Media awareness is actively thinking about the methods a group or person can/will use to get power and control.• Print – newspapers, magazines, photos• Electronic – radio, television, *movies• Social Media or New Age – websites,
cell phones, social media
How Harmful is Tobacco?
• Smoking causes preventable illnesses
• Adults don’t start smoking…kids do
• Linked to HD, Cancers, etc.
• Over 45,000 Canadians
• 3.5 million worldwide
• A pack of cigarettes/per day for one year = 1 quart of tar in the lungs
Cigarette Ingredients
• Tar – 400 carcinogenic compounds• Nicotine – Addictive, poisonous • Cyanide – Gas used for executions • Carbon Monoxide – car exhaust• Formaldehyde – Preserving Fluid• Hexamine – Barbecue Lighter• Ammonia – Toilet Cleaner• Cadmium - Batteries
Just One Cigarette …• Heartbeat speeds up• Leaves chemicals in the lungs• Increases blood pressure
• Cuts down blood & oxygen flow• Body temperature drops • Slows you down
What is Second-Hand Smoke?
• Exhaled mainstream smoke from a smoker
• Side-stream smoke emitted from the burning end of a cigarette
• Contaminants released by the smoker into the air during a puff
• One puff releases contaminants• Breathe in over 35 chemicals that
are known to lead to cancer
Second Hand Smoke Exposed
• Also called Environmental Tobacco Smoke
• Affects 2.4 million Canadian homes• Children - 12 report regular exposure to
second-hand smoke• An estimated 4000 deaths occur each
year in Canada• Non-smokers exposed to smoke – levels
of nicotine in blood 40 hours later
The Tobacco Industry
• Masters of Manipulation• They need about 450 new smokers per day to replace
those who have quit or died• You are considered “replacement smokers”• This year, nearly 5000 children in NL will try their first
cigarette
Big Tobacco – 9 D’s• Deny the health consequences of smoking. • Deceive consumers about the true nature of
cigarettes through marketing and PR. • Damage the credibility of industry opponents. • Direct advertising to women and youth, in
addition to men, to maximize sales volume. • Defeat attempts to regulate the industry or
control smoking. • Delay legislation if it can’t be defeated. • Destroy legislation once it passes, either by
trying to overturn the law in court, by disobeying the law, or by exploiting loopholes.
• Defend lawsuits filed against the industry. • Develop new markets
Smoking is a Youth Issue?
• $260+/yr. million from youth dollars• 90% of those who start smoking…children or
teenagers• 1st smoking experience – established smoker• Second-hand smoke kills 600,000 people per
year world-wide
Smoking is a Youth Issue(2)
• Smoking is expensive!• Teens smoke > a billion cigarettes
a year = $400 million/year• Smoker’s inhale approx. 1 mg of
nicotine per cigarette• A daily dose of 5 mg is enough to
addict most people
What Are Youth Saying?
Top 6 Reasons Young People Believe Others Their Age Start Smoking…
• Peer Pressure• Curiosity• Popular Kids Do It• “It’s Cool”• Mothers and/or Fathers Smoke• Brothers and/or Sisters Smoke
(Youth Smoking Survey, Statistics Canada, 2002)
What the Experts Say
• What role do the media play in influencing young people to smoke?
• Self-Promotion of Tobacco Companies
• Learned Behaviors• Peer Pressure
• Social influence• You learn from your friends, they
learn from you• Positive/negative influence• Affects behavior• Is it easy to say no?
Peer Pressure
10 Good Reasons to Stop if
you have Started!• Ages the skin prematurely• Teeth and fingers get stained brown • Hair, clothes and breath stink
• Pack/day smoker spends over $240 month and nearly $3000 a year! (Avg. $8/pack)• 10 X more likely to die early from a major heart attack or stroke
Good Reasons to Stop (2)
• 9 out of 10 lung cancer deaths • Male smokers have a lower sperm
count• Female smokers have more trouble
getting pregnant - higher rate of miscarriages
• You may get "peripheral vascular disease" - restricts blood flow to the hands and feet.
• If you don't smoke you'll be fitter.
About Media & Advertising
• $80 million + per year spent in Canada on promotions and sponsorships.
• Target - non-smoking youth• TC promote tobacco use• Product Placement - Media
• Scene Smoking – Television/Movies• Introduction of new products• Sponsorships – Sports and other events• Smoking materials (lighters, matches,
ashtrays)
Does “Seeing” Really Lead to “Doing?”
- Scene smoking, print ads, sponsorships for sporting events
- 90,000 Canadian teens start smoking each year.
- Over 245 Canadian teens per day- Most smokers start using tobacco before
the age of 18- Many try it before their 13th birthday
Fast Facts
• Youth - 2 X as likely to be influenced by movie advertising than by peer pressure
• TC Companies work very hard to get brand depiction in movies
• Groups working towards anti-smoking warnings on DVD’s
…Yes it Does
“(Cameron) gave up smoking as her 1999 New Year’s resolution after her parents remarked that she had smoked in seven of her movies. “It was something to do with setting a bad example and it preyed on my conscience,” she says. Cameron used to smoke the high nicotine, unfiltered type. “I was into roll-your-own, and I was killing myself.”Now Magazine (UK), Feb. 2, 2000, p. 42-43 (FCSL)
Superman II - $45,000 for product placement
• They need to recruit youth• You represent tomorrow’s business• 14-24 age group - represent smoker’s
for next 25 years• Once a youth is hooked, (s)he is good
for business • (S)he will pay the tobacco company
about $40,000+ in their lifetime
What They Don’t Want You To Know
“Creative” Attempts to Target Youth
• Millions spent – developing new products• Packaging – colors, designs, etc. • Sponsor sporting/arts events• Women/girls have been extensively targeted in marketing in recent years
What were Power Walls?
• The Tobacco Industry uses rows and rows of cigarette packages to market tobacco to children and youth.• Still consider you the industry’s newest customer.• Willing to try just about anything to get your business
• Power walls came down on January 1st, 2010
• No longer display, promote, advertise cigarettes
Before
After
Tobacco Products • TC are using packaging/advertising
tactics• Invent new products to recruit
youth for tobacco use.
History of Advertisements
• Ads have been around a long time
• Cigarette companies have spent millions of dollars over the years to advertise their lethal product
• Historically, we’ve come a long way • Ads influence pre-smokers
to try smoking• Product traps you• Some people become
“established” smokers
1950’s
1950’s
Some Good News…
• Smoke-Free Policies (Schools, Hospitals)
• Ban smoking in cars with passengers under 16
• Health warnings on cigarette packs• Health Canada• Larger, more graphic images• 75% of pack• Toll-free number for quit-line• Social marketing campaign• Visible early 2012
• Make healthy informed choices about smoking
• If you smoke, try quitting• If your family/friends smoke…ask
them to stop• Beware of wolves in sheep clothing• Educate self and others about
tobacco and media awareness
Okay…So What Can You Do?
• Encouraging non-smokers to never start• Helping smokers stop
• Smoker’s Helpline – 1-800-363-5864• Talking about smoking with others of all
ages• Develop initiatives with partners • Quit Smoking Programs
Smoking Education in the
Labrador-Grenfell Region