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Information Exchange Training Tobacco Prevention: CONNECTING FOR THE FUTURE October 17-18, 1995 Washington, DC National Cancer Institute American Cancer Society American Stop Smoking
Intervention Study for Cancer Prevention "TOBACCO PREVENTION: CONNECTING FOR THE FUTURE" ASSIST INFORMATION EXCHANGE TRAINING OCTOBER 17 - 18, 1995 Hotel Washington Washington, D.C. AGENDA Tuesday, October 17 9:00 a.m. - 9:10 a.m. Welcome Remarks (Ballroom - Lower Lobby Level) Peter Greenwald, M.D., Director, Division of Cancer Prevention and Control, National Cancer
Institute 9:10 a.m. - 9:30 a.m. Opening Address (Ballroom - Lower Lobby Level) Richard Clausner, M.D., Director, National
Cancer Institute 9:30 a.m. - 10:00 a.m. Institutionalization Through Intervention (Ballroom - Lower Lobby Level) Donna Grande and Jerie Jordan 10:00 a.m. - 10:15 a.m. Morning Break 10:15 a.m. - 10:40 a.m. The Honorable Donna E. Shalala Secretary, Department of Health and Human Services (Ballroom - Lower Lobby Level) 10:40 a.m. - 12:30 p.m. Allegiances in Health: Women as Tobacco Prevention Advocates (Ballroom - Lower Lobby Level) Moderator: Regina Penna Presenters: National Organization for Women: Karen Johnson Maine: Sandy Hoover, Carol Goloff New York: Elizabeth Hobkirk, Judy Avner Wisconsin: Susan Latton, Millie Jones 12:30 p.m. - 12:45 p.m. Transition Time 12:45 p.m. - 2:15 p.m. Lunch and Keynote Speaker (Washington Room - Roof Top Level) Dr. Dorothy I. Height, National Council for
Negro Women 2:15 p.m. - 2:30 p.m. Transition Time ASSIST Information Exchange Conference October 17-18, 1995 7 INSTITUTIONALIZATION THROUGH INTERVENTION Donna Grande and Jerie Jordan Where Are We and Where Are We Going?
What Has Been Done To Create the Change?
What Remains To Be Done?
ASSIST Information Exchange Conference October 17-18, 1995 25 EXCEPTS REGARDING YOUNG WOMEN AND SMOKING 1. Emphasize the positives of not smoking.
Some tobacco prevention messages attempt to make non-smoking
appear to be enjoyable, glamorous, sophisticated and attractive,
as the tobacco industry currently portrays smoking. This seizes
many of the attributes girls in the roundtables ascribed to
smoking. This approach is favored by some because it emphasizes
the positive aspects of health, rather than the negatives of
smoking. A criticism is that it may validate sexists stereotypes
of femininity. Many who favor a woman-centered approach to
tobacco prevention are uncomfortable with this. 2. Emphasize the negatives of smoking.
The opposite approach is to emphasize those things that girls
told us that they dislike about smoking. Such messages point out
that cigarettes do not deliver the image that the advertising
promises. Girls in the roundtables said the thing they disliked
most about smoking was that it makes the smoker's clothes and
hair smell badly (sic). In this vein, the Minnesota Department of
Health had developed TV spots with the message, "Smoking
makes your clothes smell." 3. Exploit girls' need to be popular. Some
girls in the roundtables cited boys' disapproval of smoking as a
reason not to start. Many agreed with a teenage who said,
"Some guys won't date smokers." Adolescents in the
roundtables said that their boyfriends' opinions about smoking
had a significant impact on their behavior. One teen said,
"A girl would probably not smoke in front of her boyfriend
if he doesn't smoke." In 1990, the American Cancer Society
developed a TV spot showing peer disapproval of smoking, called
"Smoking is Real Gross," in which three boys show
visible disgust for a girl's smoking. This turns around the
"smoking makes you popular" assurance of cigarette ads,
but retains the deeper implicit message that girls are defined in
terms of what boys think about them. 4. Play to girls' concern for their looks.
It appeared from the roundtables that adolescents are much more
concerned about how smoking affects their appearance (yellow
teeth, bad breath, unpleasant smell on hair and clothing) than
they are worried about the long-term risk of chronic illness.
Recognizing that young girls are far more likely to be concerned
with their physical appearance than their future health, the
Vermont Department of Health produced a TV spot entitled
"Beautiful Lady" showing in a very dramatic and
disgusting way that smoking causes skin wrinkles. However, some
women's advocates are uncomfortable with messages that tell girls
they are going to be judged on the basis of their looks. 5. Stress their importance as role models.
Several teens and many mothers in the roundtables expressed
concern that their smoking sets a bad example for younger sisters
or daughters. One girl said, "I stopped because I didn't
want my younger brothers and sisters doing it." Research
done for the Massachusetts smoking prevention campaign shows that
older adolescents feel a responsibility to be positive role
models for younger siblings. 6. Expose the tactics of the industry.
Many girls in the roundtables expressed cynicism about tobacco
company advertising. One said, "You know the models in those
ads don't really smoke." A young girl declared, "Those
ads are so fake!" A fairly new approach in antismoking
messages is to take on the cigarette industry by exposing its
tactics. For example, the Minnesota Department of Health
developed a series of ads ASSIST Information Exchange Conference October 17-18, 1995 75 PREEMPTION: RECOGNIZE AND STRATEGIZE Robin Hobart and Michael
Siegel Preemption is a serious threat to the viability
of the tobacco prevention movement.
RECOGNIZING preemption requires:
STRATEGIZING to prevent preemption (in public
health-sponsored bills) requires:
STRATEGIZING to fight preemption legislation
(in bills introduced by the tobacco industry) requires a
media-based campaign that frames:
ASSIST Information Exchange Conference October 17-18, 1995 105 CHARACTERISTICS OF LEGISLATION THAT WITHSTANDS INDUSTRY CHALLENGES Richard A. Daynard The success of state tobacco prevention
programs turns primarily on the willingness of state agencies,
local health department, and municipal legislative bodies to
adopt effective state and local tobacco prevention
measures. For state and local measures to be truly effective,
they must be:
For both state and local measures, this
requires an examination of the Federal law background to state
and local tobacco prevention to avoid problems with:
Those who are considering the passage of local
tobacco prevention measures must then examine the state law
sources from which local governmental bodies derive the power to
control the sale and use of tobacco under state law and the
limits inherent in their powers to do so. State or municipal
bodies contemplating state and/or local tobacco prevention
measures should then investigate the Federal and state laws
relevant to enacting each of the following tobacco prevention
measures:
ASSIST Information Exchange Conference October 17-18, 1995 112 EXCERPTS REGARDING ADVERTISING, MEDIA
MANIPULATION AND USING CHILDREN 1. Amendment rights. Commercial speech is not
subject to the same First Amendment rights as individual speech.
Courts uphold this notion. The tobacco industry prefers to make
deals and conduct business behind closed doors out of the public
view, so it is ironic that they are suddenly so concerned about
First Amendment rights. 2. The FDA regulations are really quite modest.
The regulations could have imposed many more restrictions on
tobacco advertising and on access. 3. While the FDA regulations are significant
and deserve support, local control over tobacco access is still
needed. The federal government is best able to regulate
advertising of tobacco, but monitoring and enforcement of illegal
sales to children are still best handled at the local level. The
FDA regulations do not address retailer licensure, one of the
most effective means of reducing youth access. Licensure is done
most effectively by communities concerned about their children.
In Michigan the local preemption prohibits local communities from
acting to protect children. Repealing local preemption provides
the cornerstone for a strong protective law in Michigan. Coupled
with the FDA regulations, preemption repeal paves the way to a
truly comprehensive program that will reduce children's access to
tobacco. Suggested Media Strategies 1. Letters-to-the-editor, op-eds, and
editorials are needed over the next three months. Responses to
any of these expressing an opposing viewpoint are also needed. 2. Newspaper articles and radio and TV talk
shows are also good ways to educate people about the significance
of the regulations and the link to preemption repeal. 3. Kids are goods spokespeople, except that
they don't believe that advertising has any influence over their
behavior. (Most adults will also say that advertising has no
impact their (sic) behavior.) Using them to talk about access or
the numbers of ads that they see daily or weekly is a good
strategy. (One community in another state had kids do a
"billboard" walk where the kids counted the number of
tobacco billboards in a community.) ASSIST Information Exchange Conference October 17-18, 1995 152 YOUTH AS EFFECTIVE LEADERS IN TOBACCO USE PREVENTION Gail Joyce There are many ways in which teens can play a
more prominent leadership role in the tobacco prevention
movement.
To be effective leaders, youth must be:
- Provided with the latest and most relevant information, statistics, and studies - Trained in how to work with elected officials and community leaders - Trained in how to work with the media
- Developing goals and strategies - Planning a course of action or special event - Actual production/execution of plan or event Teens can be effective as:
Examples:
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