Women & Girls and Smoking CLICK

Manila, 27 May 2010 The World Health Organization (WHO) today called on countries to protect women and girls from efforts by the tobacco industry to induce them to start smoking. The World Health Organization (WHO) today called on countries to protect women and girls from efforts by the tobacco industry to induce them to start smoking. Worldwide, of more than deaths caused every year by second ‑ hand smoke, 64% occur among women. Worldwide, of more than deaths caused every year by second ‑ hand smoke, 64% occur among women.

The Numbers… 178,000 U.S. women die of tobacco-caused disease every year 178,000 U.S. women die of tobacco-caused disease every year In the last 20 years, LUNG cancer has been the leading cancer killer among women In the last 20 years, LUNG cancer has been the leading cancer killer among women Women who smoke are twice as likely to suffer a heart attack than non-smoking women Women who smoke are twice as likely to suffer a heart attack than non-smoking women 23% of high school girls and 18.1% of women currently smoke 23% of high school girls and 18.1% of women currently smoke

What has influenced women to smoke? 1960’s: Ad campaign for “Virginia Slims” 1960’s: Ad campaign for “Virginia Slims” Slogans: Slogans: –“You’ve come a long way, baby” –“It’s a woman thing” –“Find your voice” Smoking equated with independence, sophistication and beauty Smoking equated with independence, sophistication and beauty

In advertising now… Camel No. 9 cigarettes (introduced last January) in the U.S. Camel No. 9 cigarettes (introduced last January) in the U.S. Slogan: “Light and Luscious” Slogan: “Light and Luscious” Comes in a shiny black box with flowery hot pink or teal borders Comes in a shiny black box with flowery hot pink or teal borders Advertisements are in Vogue, Glamour, Cosmopolitan, Marie Claire, etc. Advertisements are in Vogue, Glamour, Cosmopolitan, Marie Claire, etc.

Advertisement in Vogue…

If smoking is so bad, why is it advertised? The tobacco industry is a huge money- making business The tobacco industry is a huge money- making business In 2001, over 40 billion cigarettes were sold in Canada In 2001, over 40 billion cigarettes were sold in Canada Canadian teenagers smoke more than 1.6 billion cigarettes/year – this equals more than $330 million in retail sales! Canadian teenagers smoke more than 1.6 billion cigarettes/year – this equals more than $330 million in retail sales!

The Tobacco Industry They develop their advertising and marketing carefully to attract new smokers They develop their advertising and marketing carefully to attract new smokers Aim a range of brands at women (i.e. long, extra-slim, low-tar, light- coloured, methanol) and link smoking to freedom, strength and slimness Aim a range of brands at women (i.e. long, extra-slim, low-tar, light- coloured, methanol) and link smoking to freedom, strength and slimness In Canada, direct tobacco advertising in the media (newspapers, TV, magazines) is banned In Canada, direct tobacco advertising in the media (newspapers, TV, magazines) is banned

RJ Reynolds (from the tobacco industry) says…. “Camel has traditionally been looked at as a male brand. So we saw a great business opportunity there to be able to communicate with adult, female smokers…”

The Ontario Health Promotion Minister says… “They're still out there, swimming in money and plying every devious trick in the book to keep people hooked” “Every time we make a small step forward in reducing tobacco consumption, the tobacco marketers try to come up with a way to attract more customers”

Are these “low-tar” or “light” cigarettes safer? NOOOOOOO! Public health fraud Public health fraud Product stops women from wanting to quit which negatively impacts health Product stops women from wanting to quit which negatively impacts health Now, tobacco companies are in court about using these labels because they are false and misleading Now, tobacco companies are in court about using these labels because they are false and misleading

What’s wrong with this picture? Misleading marketing practices exist Misleading marketing practices exist Huge money-maker for tobacco industries Huge money-maker for tobacco industries Devastating for women’s health Devastating for women’s health Six years after Virginia Slims were introduced, the number of 12-year old girls starting to smoke increased by 110% Six years after Virginia Slims were introduced, the number of 12-year old girls starting to smoke increased by 110% The tobacco industries stay in business because people keep buying cigarettes The tobacco industries stay in business because people keep buying cigarettes

Are those who smoke bad people? NO! For a lot of people (especially parents and elders) smoking was a part of their social culture For a lot of people (especially parents and elders) smoking was a part of their social culture It’s not as easy as it looks to quit It’s not as easy as it looks to quit Some people WANT to quit so badly, but can’t because they are addicted Some people WANT to quit so badly, but can’t because they are addicted This is why it is so important not to start! This is why it is so important not to start!

Movie: Truth or Dare Answer the questions on the handout “Smoking: Truth or Dare” as you watch and we’ll take up the answers afterwards!