"YPBS:" Based on a comment made by a tobacco company executive who said the firm's marketing efforts were focused on the "young, poor, black and stupid." In the STAND commercial, a girl creates a T-shirt with the executive's words and an additional phrase: "This is how tobacco companies see you."
"Too Different:" Shows a group of black kids engaged in a variety of activities. The message is that the kids are all different, but, if they smoke, tobacco companies see them all the same way.
Examples of radio ads:
"Sweet Tooth:" Depicts a boy sharing his dismay that the tobacco industry has used sweets and honey in their products to entice youth to become users.
"Comic Book:" Features a girl who is concerned the tobacco industry is targeting her peers with 'comic book' type messaging that kids would find appealing.
The Tobacco Use Prevention and Control Foundation is also sponsoring a "stand up, sound off" music tour and lip-sync contest with the advertising campaign. The STAND truck, which converts to a film stage, is scheduled to stop Oct. 4 at the Skate Zone Family Fun Center, 5420 Mahoning Ave., Austintown; and Fort Steuben Mall, Steubenville, on Oct. 12 and 13. Teens can record their own lip-sync music video, choosing from more than 2,000 of the hottest hits, with costumes and accessories possible. Also, each performer will receive a copy of his video and be eligible to advance to a regional final competition this fall. Finally, members of the STAND Teen Advisory Panel will review the videos and invite their choices to perform for a panel of teen and celebrity judges, with a chance of winning prizes.
Ohio Tobacco Use Data and Statistics:
Each year, 19,500 Ohioans die from illnesses related to tobacco use.
Ohio middle school students' tobacco use outpaces the national average by 68 percent.
Ohio ranks fifth in the national in the percentage of adults who smoke; and one of its largest cities, Toledo, has the highest incidence of adult smokers in the country.
The number of Ohio youths under age 18 who become new daily smokers each year is 35,600.
Four in 10 Ohio high school students have used a tobacco product within the last month, and more than 30 percent are current cigarette smokers.
More than 15 percent of male high school students use smokeless or spit tobacco.
The lung and bronchus cancer rate for black males is 50 percent higher than for white males.
Blacks have a higher use of mentholated cigarettes, which increases the health risks associated with smoking.
Black middle school students are more likely to be current tobacco users than their white peers.
12.5 million packs of cigarettes are illegally sold to minors annually.
Annual health care expenditures in the state directly related to tobacco use is $3.4 billion; the state and federal tax burden caused by tobacco-related health costs is $1.93 billion; Medicaid payments directly related to tobacco used is $597 million; additional annual expenditures for babies' health problems caused by mothers' smoking or being exposed to secondhand smoke during pregnancy is $82 million to $235 million.
Source: Ohio Tobacco Use Prevention
and Control Foundation