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Tobacco, films and children
a presentation by
Tobacco smoking in Australia causes....
illicit drugs, alcohol, AIDS, murder, suicide, diabetes, breast & skin cancer... COMBINED!
Aust Inst of Health & Welfare 2002
In Australia (2002)…
“23% of the population is 15 years of age and under. 17% is 16-24... Given predisposition to try/adopt new brands,this segment represents significant market opportunity... Overall objective: Position Marlboro as a ‘cult’ brand – to attract new smokers.”
Marlboro marketing strategy in Australia, 1990
“Most of the strong, positive images for cigarettes and smoking are created by cinema and television. We have seen the heroes smoking in ‘Wall St’, ‘Crocodile Dundee’ and ‘Roger Rabbit’. Mickey Rourke, Mel Gibson and Goldie Hawn are forever seen, both on and off the screen, with a lighted cigarette... If branded cigarette advertising is to take full advantage of these images, it has to do more than simply achieve package recognition – it has to feed off and exploit the image source.”
Philip Morris market research study, 1989
Seeing smoking in films encourages children to smoke.
Dalton et al, 2003, The Lancet
smoke on screen 16 times more likely
to view smoking favourably
Tickle et al, 2001, Tobacco Control
Despite the “end” of official tobacco promotion around 1990…
than in the 60s – 9 out of 10
Hollywood filmsKacirk & Glantz, Tobacco Control, 2001
up 50% since 1998 – 82% contain smoking,
83% of these associate tobacco with
positive attributesMassachusetts Public Interest Research Group, 2002
Marlboro (Philip Morris’ top brand):
In the 13 top-grossing teen-popular films of 1999/2000:
Clarkson/Watson/Donovan/Giles-Corti, Uni of WA (2002, unpublished)
Cancer Council Vic survey 2002
ban on inducements to promote smoking or tobacco products
US study of 800 9th-graders showed:
Pechman/Shih, Uni of California 1997
Organisations acting to reduce youth harm from smoking include:
ANYPAT (Australian Network on Young People and Tobacco)
Contact: Candy Fleming ph. (08) 8291-4143 firstname.lastname@example.org
ASH (Action on Smoking
and Health) Australia
Contact: Stafford Sanders
ph. (02) 9334-1823 email@example.com
The Cancer Council NSW
Smoking in Movies webpage at www.cancercouncil.com.au/editorial.asp?pageid=1409
AMA, Heart Foundation, Quit, Health Departments
…. How about YOU ?