Women & Girls and Women & Girls and SmokingSmoking

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Manila, 27 May 2010 Manila, 27 May 2010

The World Health Organization (WHO) The World Health Organization (WHO) today called on countries to protect today called on countries to protect women and girls from efforts by the women and girls from efforts by the tobacco industry to induce them to start tobacco industry to induce them to start smoking.smoking.

Worldwide, of more than 600 000 deaths Worldwide, of more than 600 000 deaths caused every year by caused every year by second‑hand second‑hand smokesmoke, 64% occur among women., 64% occur among women.

The Numbers…The Numbers…

178,000 U.S. women die of tobacco-178,000 U.S. women die of tobacco-caused disease every yearcaused disease every year

In the last 20 years, In the last 20 years, LUNGLUNG cancer has cancer has been the leading cancer killer among been the leading cancer killer among womenwomen

Women who smoke are twice as likely Women who smoke are twice as likely to suffer a heart attack than non-to suffer a heart attack than non-smoking womensmoking women

23% of high school girls and 18.1% of 23% of high school girls and 18.1% of women currently smokewomen currently smoke

What has influenced What has influenced women to smoke?women to smoke?

1960’s: Ad campaign for “Virginia 1960’s: Ad campaign for “Virginia Slims”Slims”

Slogans:Slogans:– ““You’ve come a long way, baby”You’ve come a long way, baby”– ““It’s a woman thing”It’s a woman thing”– ““Find your voice”Find your voice”

Smoking equated with Smoking equated with independence, sophistication and independence, sophistication and beautybeauty

In advertising now…In advertising now…

Camel No. 9 cigarettes (introduced Camel No. 9 cigarettes (introduced last January) in the U.S.last January) in the U.S.

Slogan: “Light and Luscious”Slogan: “Light and Luscious” Comes in a shiny black box with Comes in a shiny black box with

flowery hot pink or teal bordersflowery hot pink or teal borders Advertisements are in Vogue, Advertisements are in Vogue,

Glamour, Cosmopolitan, Marie Glamour, Cosmopolitan, Marie Claire, etc.Claire, etc.

Advertisement in Advertisement in Vogue…Vogue…

If smoking is so bad, If smoking is so bad, why is it advertised?why is it advertised?

The tobacco industry is a huge The tobacco industry is a huge money-making businessmoney-making business

In 2001, over 40 billion cigarettes In 2001, over 40 billion cigarettes were sold in Canadawere sold in Canada

Canadian teenagers smoke more Canadian teenagers smoke more than 1.6 billion cigarettes/year – than 1.6 billion cigarettes/year – this equals more than $330 this equals more than $330 million in retail sales!million in retail sales!

The Tobacco IndustryThe Tobacco Industry

They develop their advertising and They develop their advertising and marketing carefully to attract new marketing carefully to attract new smokerssmokers

Aim a range of brands at women (i.e. Aim a range of brands at women (i.e. long, extra-slim, low-tar, light-long, extra-slim, low-tar, light-coloured, methanol) and link smoking coloured, methanol) and link smoking to freedom, strength and slimnessto freedom, strength and slimness

In Canada, direct tobacco advertising In Canada, direct tobacco advertising in the media (newspapers, TV, in the media (newspapers, TV, magazines) is bannedmagazines) is banned

RJ Reynolds (from the RJ Reynolds (from the tobacco industry) tobacco industry) says….says….

““Camel has traditionally been Camel has traditionally been looked at as a male brand. So we looked at as a male brand. So we saw a great business opportunity saw a great business opportunity there to be able to communicate there to be able to communicate with adult, female smokers…”with adult, female smokers…”

The Ontario Health The Ontario Health Promotion Minister Promotion Minister

says…says…““They're still out there, swimming in They're still out there, swimming in money and plying every devious trick money and plying every devious trick in the book to keep people hooked” in the book to keep people hooked”

““Every time we make a small step Every time we make a small step forward in reducing tobacco forward in reducing tobacco consumption, the tobacco marketers consumption, the tobacco marketers try to come up with a way to attract try to come up with a way to attract more customers” more customers”

Are these “low-tar” or Are these “low-tar” or “light” cigarettes “light” cigarettes

safer?safer?NOOOOOOO!NOOOOOOO!

Public health fraudPublic health fraud Product stops women from wanting Product stops women from wanting

to quit which negatively impacts to quit which negatively impacts healthhealth

Now, tobacco companies are in court Now, tobacco companies are in court about using these labels because about using these labels because they are false and misleadingthey are false and misleading

What’s wrong with this What’s wrong with this picture?picture?

Misleading marketing practices existMisleading marketing practices exist Huge money-maker for tobacco Huge money-maker for tobacco

industriesindustries Devastating for women’s healthDevastating for women’s health Six years after Virginia Slims were Six years after Virginia Slims were

introduced, the number of 12-year old introduced, the number of 12-year old girls starting to smoke increased by girls starting to smoke increased by 110%110%

The tobacco industries stay in business The tobacco industries stay in business because people keep buying cigarettesbecause people keep buying cigarettes

Are those who smoke Are those who smoke bad people?bad people?

NO!NO! For a lot of people (especially parents For a lot of people (especially parents

and elders) smoking was a part of their and elders) smoking was a part of their social culturesocial culture

It’s not as easy as it looks to quitIt’s not as easy as it looks to quit Some people Some people WANT WANT to quit so badly, to quit so badly,

but can’t because they are addictedbut can’t because they are addicted This is why it is so important not to This is why it is so important not to

start!start!

Movie: Movie: Truth or Truth or

DareDareAnswer the questions on the handout Answer the questions on the handout

“Smoking: Truth or Dare” as you watch “Smoking: Truth or Dare” as you watch and we’ll take up the answers and we’ll take up the answers

afterwards!afterwards!