Transcript REDUCING YOUTH TOBACCO USE Meg Gallogly, MPH Assistant Manager, Policy Research Campaign for Tobacco-Free Kids November 17, 2005

REDUCING YOUTH
TOBACCO USE
Meg Gallogly, MPH
Assistant Manager, Policy Research
Campaign for Tobacco-Free Kids
November 17, 2005
Tobacco’s Toll in U.S.
• Largest Cause of Preventable Death; 1 in 5 of all deaths in the
U.S. is caused by tobacco; over 400,000 Deaths a Year
• 8.6 million people currently suffer from a smoking-caused
illness
• 21.7% of high school students smoke; 27.4% used some
tobacco product in the last month according to CDC, 2004
YTS
• 4,000 kids try their first cigarette every day
• About 1,500 kids become regular smokers each day
• More than 6 million children alive today will eventually die
from a tobacco-related disease
Youth Smoking Trends 1991 2003*
40
Youth
Smoking
Rate
34.8%
35
36.4%
34.8%
30.5%
30 27.5%
28.5%
25
21.9%
20
23% decline
15
37% decline
10
5
40% decline
0
1991
1993
1995
1997
1999
2001
Year
* Data are from the Youth Risk Behavior Surveillance Survey (1991-2003)
2003
KIDS AS TARGETS – WHY?
• The tobacco industry loses 2 million smokers
every year to death or quitting; they have to
replace them.
• Virtually no one becomes a smoker after age 18.
Almost 90 percent of people who have ever
smoked regularly began at or before age 18.
• Kids are susceptible and receptive to marketing.
Studies show that kids are twice as as sensitive
as adults to cigarette advertising
Rolling Stone
February 19, 2004
Latina
April 2005
Marie Claire (8/03,
8/04)
Time (6/28/04)
Vanity Fair (8/04)
Sporting News (7/12/04)
Rolling Stone
(7/8/04)
Entertainment Weekly
(7/30/04)
Vogue (8/04)
Glamour (8/04)
Elle (8/04)
Sports Illustrated
(6/28/04, 7/26/04)
Elle
August 2003
Youth Readership
(YR)
19.31%*
*Simmons 2003
U.S. Cigarette Company
Marketing Expenditures
Nationally, 1998-2003
$15.15
$16.0
Billions of Dollars
$14.0
$11.22
$12.0
$9.59
$10.0
$8.0
$12.47
$8.24
$6.73
$6.0
$4.0
$2.0
$0.0
1998
1999
2000
2001
U.S. Federal Trade Commission (FTC), Cigarette Report for 2003 (2005).
2002
2003
Domestic Cigarette Advertising and
Promotional Expenditures 1998 - 2003
(thousands of dollars)
$15.15
Billion
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000
$6.73
Billion
$8.24
Billion
$9.59
Billion
$11.22
Billion
$12.47
Billion
All Others
Retail Value Added
Coupons
Internet
Telephone
Direct Mail
Includes
$10.8 Bill.
in price
discounts
$6,000,000
Sponsorships
Public Entertainment
Specialty Item Distribution
Sampling Distribution
Promotional Allowances
$4,000,000
Point of Sale
Transit
$2,000,000
Outdoor
$0
Magazines
1998
1999
2000
2001
Source: Federal Trade Commission Cigarette Report for 2003
2002
2003
Newspapers
TOBACCO MARKETING
WORKS!
• 83 percent of youth (12-17) smokers prefer
Marlboro, Camel and Newport – three heavily
advertised brands; only about 1/2 of adult
smokers do.
• Tobacco ads target ethnic populations; almost
80% of African American youth who smoke
choose Newport
International Communications Research (ICR)
Nationwide survey of teens aged 12-17; Nationwide survey of adults
March 2005
International Communications Research (ICR)
Nationwide survey of teens aged 12-17
March 2005
International Communications Research (ICR)
Nationwide survey of teens aged 12-17; Nationwide survey of adults
March 2005
Young Smokers* Use of Camel, Kool, or
Salem Flavored Cigarettes During the
Previous 30 Days, by Age – United States,
2004
20
18
16
14
12
10
8
6
4
2
0
Camel
Kool
Salem
Overall
16-17
18-19
20-21
22-23
24-25
Source: National Youth Smoking Cessation 12-Month Follow-up Survey
* Ages 16-25 years old; n = 1,603
Priority Evidence Based
Solutions
• Each of the Following have Been Shown to be
Effective in Reducing Tobacco use:
– Comprehensive Strategies, that combine Educational
Efforts with Community and Media Based Activities
– Regulation of Advertising, Manufacturing and Promotion
– Clean Indoor Air and Minors' Access Restrictions
– Increased Tobacco taxes
– Assisting smokers to quit through multiple approaches that
include Pharmacological Treatment of nicotine addiction
2000 Report of the Surgeon General
Recent Cigarette Tax Increases
WASHINGTON
202.5
OREGON
118
MONTANA
170
NORTH DAKOTA
44
123
IDAHO
57
NEBRASKA
64
UTAH
69.5
87
118
77
COLORADO
84
200
36
MISSOURI
79
17
NEW MEXICO
103
91
98
ALASKA
41
160
IN
125
55.5
55
30
18
MARYLAND:100
VIRGINIA
DC:100
SOUTH
CAROLINA
ALABAMA GEORGIA
42.5
CT:151
30
20
59
36
NJ:240
MA:151
RI:246
NORTH CAROLINA
TENNESSEE
ARKANSAS
MA
DELAWARE:55
30
WV
KENTUCKY
MS
TEXAS
135
NH: 80
CT
PENNSYLVANIA
OHIO
KANSAS
OKLAHOMA
150
MICHIGAN
ILLINOIS
CALIFORNIA
ARIZONA
NEW YORK
IOWA
NEVADA
80
WISCONSIN
53
60
200
VT
SOUTH DAKOTA
WYOMING
MAINE
VT:119
MINNESOTA
7
37
LOUISIANA
HAWAII
140
FLORIDA
33.9
States that have recently passed or implemented a
cigarette tax increase (since 1/1/2002)
Oregon actually decreased its cigarette tax by 10 cents on 1/1/04. Maine’s new rate is effective 9/19/05. North Carolina’s
increase is effective 9/1/05. The second phase of the NC tax increase (an additional 5-cents) will be effective 7/1/06,
bringing the NC tax to 35 cents per pack.
August 29, 2005
Smoke-Free Laws
Restaurants and Bars
Restaurants
July 2005
Funding for Tobacco Prevention
States that have funded tobacco prevention programs at a
level that meets the CDC’s minimum recommendation.
States that have committed minimal amounts for tobacco
prevention programs (less than 25% of CDC minimum).
States that have committed substantial funding for tobacco
prevention programs (more than 50% of CDC minimum).
States that have committed no tobacco settlement or tobacco
tax money for tobacco prevention programs.
States that have committed modest amounts for tobacco
prevention programs (25% - 50% of CDC minimum).
x
October 14, 2005
Comprehensive Tobacco Prevention
and Cessation Programs
1. Public education (counter marketing)
2. Community-based programs
3. School-based programs
4. Helping smokers quit
5. Enforcing laws prohibiting sales to
minors
 Must be well-funded, sustained and
evaluated, and FREE of industry influence
COMMUNITY PROGRAMS
Need
• Necessary to reinforce messages
from public education campaign
• Community involvement essential for
meaningful change
• Reach people where they live, work,
play, and worship
• Address high risk and diverse
groups
Comprehensive Programs Work
•
•
•
•
Maine
Ohio
Indiana
Washington
And Massachusetts, California, and Florida
in the early years
IMPLEMENTING A
COMMUNITYBASED
APPROACH
Community Activities
•
•
•
•
•
•
Media Advocacy
Policy Advocacy
Youth Action
Community Education
Policy Monitoring & Enforcement
Outreach to Critical Communities
Youth Action
• Messages from youth not to youth
• Great media and policy advocates
Ignite
www.ignitegeneration.org
•Ignite is the first and only national youth advocacy movement to fight
the tobacco industry. Ignite is a youth-run nonprofit organization.
•Ignite empowers young people to hold the tobacco industry accountable by
directing our public officials to act responsibly.
•Ignite National and Ignite Chapters: Ignite IL, Ignite FL, Ignite
Dartmouth, Ignite IL Wesleyan
Delaware
Kick Butts
Generation
www.ysmoke.org
•
•
•
Kick Butts Generation helped Delaware become smoke-free state
Youth advocates educated their communities, including local
restaurants, about the benefits of smoke-free workplaces
Organized rallies at the capitol, met with state legislators,
and testified at public hearings in favor of 100% smoke-free
workplaces
New Jersey
REBEL
www.njrebel.com
Smoke-free Ocean City Boardwalk
Smoke-free little league fields across NJ
Smoke-free Cape May County Zoo
Colorado
Get R!EAL
www.getrealcolorado.com
•
•
Get R!EAL youth advocates protest the 2003 Winter X Games
in Aspen to speak out against Lorillard’s “Tobacco is
Whacko” sponsorship of the event
Helped the Campaign generate thousands of faxes to ESPN,
who eventually dropped Lorillard as a sponsor
Oklahoma
OK SWAT
www.okswat.com
•
Protesting US Smokeless Tobacco’s sponsorship of Rodeos
•
OK SWAT hosts an annual protest at Bullnanza and distributes
materials to fans educating them about smokeless tobacco and
encouraging them to let Bullnanza and other rodeos know that
smokeless tobacco shouldn’t be advertised at family events
XPOZ
Clark County, NV
Www.xpozcoalition.org
When the XPOZ movement started in 2000 33% of Las Vegas
high school students smoked. Today less than 20% smoke.
Ohio
stand
www.standonline.org
•
•
•
stand youth advocates collected more than 8,000 petitions from
across Ohio calling on MTV to stop glamorizing tobacco in its
programming and video selection
Delivered the petitions and a documentary depicting the entire
process to MTV’s corporate office
MTV exploring the possibility of airing the stand documentary and
working with the Campaign and stand to address smoking in music videos
www.razewv.com
At the RAZE On 2004 youth summit, advocates used art to
complement their activism. From the Raze “wall of lies” that
incorporated graffiti and tobacco industry documents, to
handmade zines and “ransom note” style letter to the
tobacco industry, Raze members were creative in expressing
their key messages.
JEL, Iowa
www.jeliowa.org
JEL made FDA regulation the focus of their 2004
Summit, and followed up with a series of press
conferences, including an FDA “smoothie” press
conference, comparing cigarette flavors to popular
smoothie and candy flavors.
Voice, IN
www.voice.tv
The 2004 Indiana Youth Tobacco Survey (IYTS) shows that
21 percent of Hoosiers in grades 9-12 are smokers
compared to 32 percent in 2000. This represents a 32
percent decline in smoking prevalence over the four year
period bringing Indiana’s high school smoking rate below
the national average. Voice was founded in 2001.
Take Action on Kick Butts Day!
• Educate younger students about the tobacco industry
and the harmful effects of smoking
• Host a Tribute Day at school to remember family and
friends who have died from a smoking-caused illness
• Create Breathe-Easy guides of smoke-free restaurants,
bowling alleys, arcades and other places
• Write letters to businesses where smoking is allowed
and ask them to change their policy
• Create a skit about the dangers of tobacco
Although we’re doing great
work….
25
FY 2006 Tobacco Money for
Tobacco Prevention
$ 21.2 Billion
20
Billion
15
$7.1 Billion
Tobacco
Settlement
Revenues
$14.1 Billion
10
Tobacco Tax
Revenues
5
$1.6 Billion
$551 Million
0
Total State Tobacco
Revenues
CDC Minimum Prevention
Spending
ix
Actual State Tobacco
Prevention Spending
THE REAL PROBLEM
• Not an evidence problem
• Not really a revenue
problem
• It’s a political problem
HOW to solve the problem?
• We must constantly educate our
communities about our work and its
results
• We need to help the media, the public,
and policymakers understand our
goals, activities, and accomplishments
• We have to build and demonstrate a
broad and ongoing base of support
• We have to make our programs REAL
SUSTAINING PROGRAM
SUCCESS DEMANDS
• Ongoing program promotion
• By everyone
– State program staff
– Local program staff
– Advocacy community
THE KEY AUDIENCES
• The Public
• The Media
• Partners/Stakeholders
• Policymakers
What Can You Do...
• Keep tobacco control in the public eye
• Educate the public and policymakers about what
your programs bring to your communities in
terms of services and funds
• Point to the need for action
• Support youth action
• Publicize successes
For Additional Information
Contact:
Meg Gallogly
Campaign for Tobacco-Free Kids
Phone: 202.296.5469
Email: [email protected]
Check out our website at
www.tobaccofreekids.org