Vol. 2 Issue 3 March 2009
Tobacco-Free Youth News
A Program of Northwest Hennepin Human Services Council
Counter ads expose tobacco’s health risks
A Camel ad reads: “Pleasure
to Burn.”
Counter ad reads: “Burn out
your lungs...pleasure?!”
Tobacco-Free Youth members recently completed a Counter Ad
Activity in which they turned existing tobacco ads into ads about the
dangers of using tobacco. Through the activity, youth exposed the
truth about the negative effects of tobacco companies’ products.
Participants played off of the original messages in the ads and
morphed them to expose tobacco’s health risks. A few of the
completed ads are featured on this page. Some of the other ads read:
“It’s smokeless, spitless, and you can swallow cancer anywhere,”
“Smoke reveals
A Camel Crush ad shows how
A counter ad highlights the
to use the product.
product’s deadly effects.
the death within,”
“The more you
smoke, the more
you choke!”, and
“Find the voice
within your voicebox.”
The activity was a way for youth to be creative in talking about
the risks of tobacco use, while at the same time learning about
tobacco advertising and how ads try to make products appear cool,
fun and interesting. The intent of the activity was to increase
participants’
media literacy
levels. The next
time they see a tobacco ad, they will know how the ad is trying to
get them to not only buy the product, but also buy into the feelings
and emotions that tobacco companies are trying to sell. They can
also share what they’ve learned about these tactics with others.
This activity was part of the monthly learning tools developed
for program participants to complete to learn something new about
tobacco advertising or the health risks of tobacco. The activity is
included in a learning toolkit available for use by other groups
working with youth in NWHHSC member cities: Brooklyn Center,
A tobacco ad uses text and
A counter ad shows tobacco’s Brooklyn Park, Champlin, Corcoran, Crystal, Golden Valley,
design to appeal to women.
health risks.
Hanover, Maple Grove, New Hope, Osseo and Rogers.
Partner Organizations
Questions or comments? Please email maggien@nwhhsc.org or call 763-503-2520.
Youth shoot “Talking Tobacco Ads” video
More than forty youth from Southeast Asian Community Council, Center of Hope and Compassion, Lao
Assistance Center of Minnesota and Minnesota African Women’s Association came together to shoot a video titled
“Talking Tobacco Ads” on February 21. Youth attendees dressed in white t-shirts that read “TOBACCO AD” to
represent that, on average, there are 59 tobacco ads per
Coalition youth pose as tobacco ads to represent the average of 59 per
convenience store and gas station in Brooklyn Center, New
store in Brooklyn Center, New Hope and Crystal.
Hope and Crystal.
The concept for the video was developed by members of
the TFY Youth Action Team and was intended to illustrate that
the average of 59 ads in one store is hard to ignore. Each youth
represented one tobacco ad, and instead of only being visual
ads that can normally be seen in stores, the youth were “talking
tobacco ads” that shouted the messages that tobacco ads in
stores often advertise.
One youth represented the “shopper” who had to walk
through the store filled with these ads in order to buy soda and
candy. As she walked through the store, she heard messages
such as, “Cigarettes on sale, buy one, get one free!”, “My
tobacco products are great, they taste just like candy!”, and
“Look at me! My tobacco products are the best and most
affordable.” By the time she made it to the checkout counter,
all of the talking ads were yelling at her at the same time, trying to persuade her to buy their tobacco products. The
video concluded with a plea to viewers to start noticing the high number of tobacco advertisements in stores.
“Talking Tobacco Ads” premiered at the Start Noticing! symposium on March 11. The video will continue to be
used in Tobacco-Free Youth program activities, and will soon be available on our website.
Symposium illustrates research-to-action model
The Tobacco-Free Youth program was featured at
the symposium Start Noticing! The tobacco industry
has adapted, survived and continues to thrive on
March 11. The “research-to-action” symposium,
co-sponsored by the Minnesota Department of Health
and Wilder Research, showcased the work of four
grantees, including Tobacco-Free Youth, on the
“Reducing Youth Exposure to Tobacco Influences”
grant.
The symposium focused on describing the steps
involved in the “research-to-action” model. The results
of research assessments conducted by each of the
grantees of point-of-sale tobacco advertising in their
communities were highlighted, including the
The four grantees present their individual programs at the Start Noticing!
assessment Tobacco-Free Youth conducted last fall.
symposium. Attendees were able to see pictures and videos of youth in action.
Each of the grantees discussed how they took their
assessment research and applied it to initiate action steps that helped engage the communities they serve.
Tobacco-Free Youth was able to gain exposure for the program while offering an example of how a
research-to-action, youth leadership model can succeed.
Tobacco-Free Youth is a community-based, culturally diverse youth leadership program working to counter the negative influences of
tobacco. Program youth work in their communities to educate residents about the negative influences of tobacco and engage store owners in
conversations about how to reduce tobacco ads that appeal to youth. The program’s goal is to decrease point-of-sale tobacco advertising that
influences youth.
Questions or comments? Please email maggien@nwhhsc.org or call 763-503-2520.