A project of the Smokefree Movies Action Network Screen Out! A guide to smoking, movies & children’s health THIS PROJECT ENDORSED BY
What’s it really all about? What’s it all about? 87% of R-rated movies show tobacco 75% of PG-13 movies… 40% of G and PG movies… Most movies your kids see, especially your older kids… Over and over again
What is the impact of smoking in America? What’s wrong with smoking? Still the #1 killer and #1 cause of preventable death. Tobacco kills 438,000 Americansa year Linked to Heart disease, lung disease, cancer 80-90% of smokers start in their teens
How many kids smoke? Youth numbers 3,900 kids tried their first cigarette today 2,000 others became addicted today Girls 12-17 are likelier to smoke than boys. One in 8 middle school students and more than 1 in 4 high school kids use tobacco Average age at first cigarette: 15
When do smokers start? Starting years GRADE 6 GRADE 12 10 11 12 13 14 15 16 17 18 19
Smoking in movies is shifting… Smoking shift (R-rated)… 45% 55% G / PG / PG-13 R-rated [ Smoking exposure in 1999 ]
…from R-rated to kid-rated. Smoking shift (Youth-rated) 45% 55% R-rated G / PG / PG-13 [ Smoking exposure in 2004 ]
What is the impact of smoking in movies? Research design Children with the highest exposure to smoking in movies are nearly 3 times more likely to start smoking than those with the least exposure Children and adolescents report high levels of awareness of smoking on-screen
Simple solutions, big results Policy results Experts estimate that movies influence 390,000 teens to start smoking each year… Resulting in a projected 120,000 deaths. When R-rating clears smoking out of youth-rated movies, it should significantly reduce kids’ harmful exposure AND smoking initiation Saving more than one third of these lives each year.
What Screen Out! is setting out to do… Key results Rate New Movies with Smoking “R” Certify No Pay-Offs Require Strong Anti-Smoking Ads Stop Identifying Tobacco Brands in Movies
R-rating smoking in future films is endorsed by… Endorsed by American Academy of Pediatrics American Medical Association World Health Organization AMA Alliance American Heart Association American Lung Association L.A. County Dept. of Health Services Campaign for Tobacco-Free Kids…and more
How can an “R” rating can limit your children’s viewing of tobacco? Parent results Getting tobacco out of kid-rated movies will stop 55% of their exposure. Limiting your kids’ viewing of R-rated films will stop 45% of their exposure.
Is the R-rating censorship? About the “R” Movie industry runs the rating system. Studios routinely shoot for certain ratings. Filmmakers “tune” sex, violence, language. Simply adds smoking to the ratings.
What can we do to make the 4 solutions a reality? Four principles Letter Writing Campaigns Petitions Endorsements Media Outlets
Who do we target? Studio “parents” Through Letter writing we need to target the companies who produce smoking in films To change the rating to “R” we must copy all of those letters to the Motion Picture Association of America (MPAA).
These three companies can help save 60,000 lives a year by pressuring the MPAA Three Execs MOTION PICTURE ASSOCIATION OF AMERICA (MPAA) “PARENT” COMPANIES RATING SYSTEM
Copy your letter to the head of the MPAA, too MPAA MOTION PICTURE ASSOCIATION OF AMERICA (MPAA) RATING SYSTEM Dan Glickman, President
Working as a group? Add a Theater Action! Theater Action NATIONAL ASSOCIATION OF THEATRE OWNERS (NATO) LOCAL THEATER THEATER CHAIN WRITE ONE LETTER TO A A LOCAL THEATER, THEN COPY IT TO THE CHAIN HQ AND THE THEATERS’ TRADE ASSOCIATION: NATO. FOUR POLICY GOALS
Become a part of the campaign! Endorsed by Screen Out! is a national campaign to get smoking out of youth rated films. To Join the effort: Officially endorse the campaign Write letters and petitions Contact the AMA Alliance national office for events in your area.
Show your parent power! All about… “The big secret in life is that there is no big secret. Whatever your goal, you can get there if you're willing to work.” –Oprah Winfrey
Thank You! Screen Out! Project THIS PROJECT ENDORSED BY