Maryland Study

• Joe Camel more recognizable to 6-year-olds

• They think he is cool and interesting

Youth Alive Training 1

R.J. Reynold discovered

• Within 3 years of Joe Camel in advertisements• Before Joe Camel – 0.5% smokers<18 years old used Camel brand

• After Joe Camel – 32.8% smoking youth use Camel brand

• Illegal sales to minors jumped from $6 million to $476 million

Youth Alive Training 2

Hospitalized Joe Camel

Youth Alive Training 3

Youth Alive Training 4

Youth Alive Training 5