1. What is Tobacco? Tobacco 101 intro. to Jeopardy

2. THE TOLL OF TOBACCO

3. The Toll of Tobacco
Which kills more: drugs, murder, suicide, car crashes, alcohol, AIDS or tobacco?
Ask the audience by a show of hands

4. The Toll of Tobacco
Tobacco kills more than all other preventable items COMBINED, making it the leading cause of preventable disease and death

5. Tobacco kills more than 480,000 Americans every year.
The Toll of Tobacco
Tobacco kills more than 480,000 Americans every year.
Worldwide, tobacco kills nearly 6 million people every year.

6. Future Death Toll
Currently, 16 million people in the US suffer from smoking-caused illness. By 2030, tobacco will kill more than 8 million people every year.
What happens if we keep going the way we are? It gets worse! Sense of urgency – we need to take action

7. 8 million equals the death toll from
Future Death Toll
8 million equals the death toll from
48 FULL JUMBO JETS…
CRASHING EVERY DAY…
FOR AN ENTIRE YEAR!…
8 million is a huge number to understand, so let’s make that number real

8. Future Death Toll
If even ONE jumbo jet crashed in a day, it would make the news – yet we are complacent that 1200 Americans die each day! Clearly we have a problem, and we need to act to fix it.

9. REPLACEMENT SMOKERS you are a target
Tobacco industry has a unique problem on their hands – their customers are dropping like flies! How do they stay in business? By viewing YOU as a replacement smoker.

10. Replacement Smokers
Every one smoker who dies of a tobacco related illness is replaced by two new young smokers. 5.6 Million kids under age 18, alive today, will eventually die from smoking-related disease; unless current rates declined.
SGR Report

11. 1984 RJR Report, “Young Smokers: Strategies and Opportunities.”
Replacement Smokers
“Younger adult smokers are the only source of replacement smokers... If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle.”
1984 RJR Report, “Young Smokers: Strategies and Opportunities.”
A quote directly from the mouths of Big Tobacco – they view you as a replacement, nothing more, nothing less – that should make you furious. The plus side? They literally cannot survive without you, so we have some work to do.

12. 90 percent of smokers started before their 18th birthday.
Replacement Smokers
90 percent of smokers started before their 18th birthday.
Why not adults? The elderly? 1) Brain isn’t fully developed until early-mid twenties, easy to addict 2) Teens love brands and stay true to them 4) Teens think they are invincible (it won’t happen to me)

13. HOW THEY HOOK YOU
We’ve established that they view you as replacement smokers, and that they hook 90% of smokers into picking up the habit before 18, but how?

14. The tobacco industry spends over $1 million dollars EVERY HOUR on marketing.
They have resources, AKA a TON of money. Imagine if you have $1 million dollars, period!

15. That’s over 24 Million dollars a day, and over 9 Billion a year marketing their products nationwide. As a result, more than 2,800 kids try their first cigarette each day.

16. Studies have proven that teenagers are three times as sensitive to cigarette advertising than adults. Tobacco companies have perceived kids as young as thirteen years of age, as a key market.

17. How They Hook You - Normalize & Glamorize
The more tobacco marketing teens are exposed to on a day to day basis, the more normal and safe tobacco use seems.
The more tobacco use teens see in their favorite TV shows and movies, the more likely they are to start smoking.
Two key ways they hook young smokers
Make it seem normal (safe, everyone is doing it)
Make it look much more glamorous than it actually is

18. Normalize & Glamorize
Power Wall – having so many tobacco products at the register implies it’s normal – it must be there because tons of people buy tobacco products, right? (wrong)
Celebrities (movies, TV shows) glamorize tobacco with unrealistic portrayals and feature tobacco on screen far more than happens in real life

19. How They Hook You - Cheap & Accessible
The lower the price of tobacco, the easier it is for teens to start using tobacco products
The more tobacco retailers there are in your area (especially near your school), the more accessible tobacco seems
Teens are really price sensitive! We aren’t exactly made of money so if we can get tobacco products for cheaper, especially for less than 5 bucks, it means more kids pick up the habit (taxes and discounts both play a role)
Having TONS of stores that sell tobacco near your school or where you hang out makes tobacco seem more accessible

20. Cheap
69 cents?!!!
Encourages you (or your older friends) to buy more and split the cost

21. How They Hook You - Sweet & Attractive
Flavors like “Thin Mint” and “Tropical Punch” make tobacco seem safe and fun Many tobacco products have colorful, eye-catching packaging that appeals to youth (and looks an awful lot like candy) With FDA having yet to regulate little cigars, it is a perfect outlet for tobacco companies to use sweet flavors to market to youth in and around convenient stores
(1) Something that is the most lethal product on earth shouldn’t taste like candy, period

22. Sweet & Attractive
Have audience guess tobacco or candy using the candy-or-tobacco eye chart, interactive activity to show how similar tobacco is to other youth friendly products.

23. Most advertised brands
The three brands that are most advertised are Marlboro, Newport, and Camel 540 Million packs of cigarettes are consumed by kids each year
When all is said and done, once they hook you, you’re addicted for life.

24. Put It Together +
Pull it all together – when we turn on the TV and our favorite actors/actresses are smoking, we walk into a store and there’s a giant wall of tobacco products behind the counter, when tobacco products look and taste like candy, when tobacco can be purchased for less than a pizza, it’s no wonder 90% of smokers start before the age of 18! It seems normal, glamorous, cheap, easy etc… +
+ 2 for 1?!

25. Smoking affects your body inside and out!

26. Smoking Effects You Inside and Out
Smoking causes skin discoloration, wrinkles, and premature aging.
Tobacco use can cause gum inflammation (gingivitis) or infection (periodontitis). These problems can lead to tooth decay, tooth loss, and bad breath.
Nicotine causes blood vessels to tighten, which restricts the blood flow.

27. Breathing secondhand smoke has an immediate effect on the Cardiovascular system.
When you inhale smoke, you’re taking in substances that can damage your lungs. Over time, your lungs lose their ability to filter harmful chemical.

28. Join the movement. Enlist at thetruth.com
We are the Generation to #FinishIT
Join the movement. Enlist at thetruth.com

29. WE DON'T HATE. WE INSTIGATE.
The Message
WE DON'T HATE. WE INSTIGATE.
We're not here to criticize your choices, or tell you not to smoke. We're here to arm everyone – smokers and non- smokers – with the tools to make change.
EXPOSING BIG TOBACCO
We’ve always been about exposing Big Tobacco’s lies and manipulation. And while they keep adapting their tactics, we keep it real.
NEW RULES
Big Tobacco is constantly evolving their game plan. We need to constantly evolve ours. We are a generation with new beliefs and new ideas. Let's get creative.

30. WE'RE COUNTING ON YOU
Only 8% of teens still smoke. Finishing the job will come down to you. Be creative. Enlist friends. Spread truth. Tell us what you need to Finish It.
Over 45,000 people
have “X’D out their
profile, joining the
#FinishIT movement
Have you?!?!

31. FIGHT BACK BY SCHOOLING UP
THE FACTS…
Nothin’ but the cold, hard, truth.
Defeat Big Tobacco with one of the most powerful weapons of all – knowledge.
FACT #123 from thetruth.com
Every day, more than 3,200 youth under the age 18 try a cigarette for the first time

32. We are the Generation to #FinishIT
Smoking pics are ridiculous. Make them ridiculously awesome instead.
Erase and Replace at thetruth.com Grab all the smoking photos
you can, slap some silly on
them and replace those free
ads for big tobacco with
glorious works of art.

33. We are the generation to
#FinishIT