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: mgallogly@tobaccofreekids.org Check out our website at www.tobaccofreekids.org