By None
Published July 21, 2006
I flew directly to the heart of America last week to discuss an international public health epidemic with global health advocates and colleagues. 4,490 attendees focused on the world's leading cause of preventable death. The conference was the 13th World Conference on Tobacco or Health.
As a tobacco control advocate, I have always felt I was on the side of the angels. When people stop smoking they live longer, happier lives, insomuch as they will avoid a plethora of tobacco-related diseases, including several of the most virulent forms of cancer.
While tobacco control advocates might not always be single-minded in action, we share a single goal: the elimination of global death and disease due to tobacco use.
On the second day of the conference I headed out for lunch and encountered a shiny group of youth in fluorescent t-shirts, gathered outside the convention center's main doors. They were protesting our conference, carrying signs that read: "Fascism is worse than tobacco."
This is their premise: as we health advocates grow increasingly successful at convincing political bodies to create legislation that protects public health in their jurisdiction, individual citizens of that jurisdiction may interpret this legislation as an intrusive use of elected power, and in some cases as discriminatory action on the part of their elected officials.
In the broadest sense, these protestors believe that neither public health advocates, nor the state, have any right to prohibit, or incite the prohibition of, the public sale or consumption of tobacco products. Their argument usually cites the fact that the tobacco industry is a legal industry in most places, a government-regulated industry, a taxed industry.
These protestors will often pose the following question in the interest of supporting their point-of-view: How can governments (national and provincial, federal and state) allow JTI MacDonald or Imperial Tobacco to make cigarettes in their jurisdiction (or import them) and then collect taxes on the sale of those cigarettes while at the same time vastly prohibiting the consumer enjoyment of those cigarettes?
Isn't this a classic example of having your cake and eating it too? Perhaps.
For decades, Governments at all levels have neglected to characterize tobacco use as a public health crisis. More recently, legislative action being taken in jurisdictions across Canada to curb public tobacco use has met with moderate resistance and protest.
It is taking time to shift the public perception of tobacco use, but it is happening. Recent polling suggests Canadians are overwhelming in favour of national legislation that would ban smoking in public spaces and workplaces.
However, since governments have historically been complicit in the commercial advancement of the tobacco industry, they are apt to face criticism for now taking action to curb tobacco use, especially from the industry itself.
Big Tobacco is a well funded and vocal industry group, and they are not going to lie down while governments stigmatize their otherwise legal consumer product. So they send a group of young protestors to the conference in Washington and ask them to wear bright shirts, carry placards, and wait for the media to arrive.
Tobacco control advocates take note, because the tactic to resolve these protests is also going to win the bigger battle; namely, the elimination of death and disease due to tobacco use.
This strategy has been variously described among advocates of tobacco control, but it is best known as the denormalization of the tobacco industry, or denorm for short. Denorm is the systematic and coordinated process of exposing the ways in which the tobacco industry is unlike any other commercial industry.
In essence, denorm means reversing the efforts of the tobacco industry to model itself as a constructive economic contributor in communities around the world. This tactic has a variety of benefits, and before I proceed to describe its application to the direct example of the protests that I experienced, I want to give an overview of denorm's strengths.
Most important, denorm does not label smokers as a social pariah; instead it recognizes that they are, like everyone else, the victims of an industry that manufactures and markets addictive products. Denorm attempts to engage currently addicted smokers, rather than combat them.
What's more, it provides a compelling rhetorical tool to deal with the increasingly predatory tactics that the tobacco industry deploys to addict citizens in foreign markets where forward-thinking health legislation is non-existent. Denorm does not focus on changing individual behavior, it attacks the corporate culture that profits by addicting people to tobacco.
Denorm is not explicitly local in its efficacy; it has global utility in the fight against tobacco death and disease.
We must think globally in order to stop the influence the tobacco industry has in developed countries like Canada and the United States. Local health legislation may curb tobacco use in our communities, but it does not reduce the economic growth potential for the tobacco industry worldwide.
Tobacco manufacturers have a business model with one objective: to replenish the ranks of people addicted to their products. Every day, tens of thousands of their customers die and thousands quit.
Unlike any other business, the tobacco industry manufactures a product that it knows will eventually kill most of its current customers, and their business model reflects that knowledge. The tobacco industry requires new customers every day in order to stay in business; it needs new markets and new customers daily.
Almost exclusively, those new customers are being found in the developing countries of Africa and Asia. This industry penetrates markets worldwide with the strength of annual profits of over US $400 billion.
It continues to normalize its presence in the developing world by funding schools, scholarships, housing projects, and by creating low-paying labor jobs. The goal is not explicitly to provide cigarettes to Africans, but to normalize the presence of their brands – to make Big Tobacco a part of everyday life in Africa.
So, is the public health fascism we find in Canada any different from economic fascism I have described in Africa? This is a thorny question.
You may want to reply to this post with your own opinion. I will provide this answer as a starting point: any action designed to influence the public that is not undertaken in the spirit of honesty and equality is truly fascist. By that measure, I think that public health legislation may be easier to swallow than the unfettered expansion of Big Tobacco.
Some disagree. For an alternative point of view please see MyChoice, an organization established to combat the implementation of smoke-free legislation in Ontario, Canada. This province's smoke-free public spaces policy, which came into full effect May 31, 2006, bans smoking in almost all of Ontario's public spaces and work places (bars, restaurants, beaches, legions, etc.).
It is a very progressive piece of health policy, one which MyChoice spokesperson Nancy Daigneault has described as social engineering or social marketing. Speaking to the Ontario Libertine Party this past January, Ms. Daigneault claimed, "The test of how far governments can intrude [in the private lives of citizens] is currently being conducted against smokers."
She added, "No other law-abiding group of adults in Canada are subjected to the kind of ads, campaigns and personal restrictions now being used against smokers."
Ms. Daigneault makes a compelling argument. In part, this is because of the shortcomings of the Ontario government's own tactics for marketing tobacco control and tobacco control policies. Those tactics reside in a prolonged multimedia campaign designed to demonize people in Ontario who are (or are at risk of becoming) addicted to tobacco products and nicotine.
This campaign, entitled Stupid.ca, preceded the implementation of the smoking ban by several years. The provincial government is still using it. The problem with the Stupid.ca campaign is that it focuses most of its energy directly on deterring smokers. It does little to expose or implicate the tobacco industry and thus does not create a common enemy for smokers and public health advocates alike.
Stupid.ca is inherently adversarial, but its cynicism is focused towards the people of Ontario. Ultimately, the ads gave credence to the claims being made by MyChoice that the government of Ontario is a fascist dictator. Sound familiar?
Washington D.C., the host of the 13th World Conference on Tobacco or Health, is also set to welcome its own smoke-free legislation in January 2007. The new legislation would be similar to the province-wide policy in Ontario, or the ban recently realized in New York City.
Aside from being the nexus of political power in America, Washington is situated next to one of the country's most historic tobacco-growing regions. In fact, the old port at Gerorgetown in Washington D.C. was originally established to service Virginia State tobacco-growing communities.
The presence of the tobacco industry in Washington is not unnoticed. While the death knell has sounded for the tobacco-growing industry in both Virginia and Ontario, the residual economic importance of these regions for the tobacco industry at large is still quite high.
When MyChoice started up in Ontario, it was quickly pointed out that the Canadian Tobacco Manufacturers' Council (CTMC) was funding every aspect of the project. MyChoice made little effort to publicize this fact, but it could also do little to disguise it.
The CTMC is comprised of Imperial Tobacco Canada Limited, Rothmans, Benson & Hedges Inc., and JTI-Macdonald Corporation. It is the tobacco industry's main lobby association in Ottawa and was founded in 1963, shortly after Canada began its first national non-smoking campaign. It is expected that similar front groups are active in the United States.
When the youth group in front of the Washington Convention Centre was invited to participate in the conference, they declined. Moments later, they disbanded. It was apparent that they were more concerned with an orchestrated photo-op than they were with the content of the conference (nominally the focus of the protest).
What's more, we weren't likely to pay them to attend the conference. Now I may be precariously close to speculation, but I don't think it's unfounded when I say that this group of well-scrubbed teenagers were unlikely pro-tobacco advocates or civil libertarians. They had the organization of a flash-mob, and were far less engaged than anyone I have ever suspected of hating fascists.
Had they chosen to enter the Conference, I wish they would have attended the late Saturday session on denorm, chaired by my Canadian colleague, Garfield Mahood. Gar is a leading expert on the denorm strategy. (I invite you to examine some of his writing (PDF) on the subject.)
This session surveyed several jurisdictions' experience with denorm strategies: how support was mobilized, how governments were educed to become proactive, and why it so important to be industry-centric when we talk about the spread of tobacco in our communities and around the world.
Most people today are cynical about corporate culture and it is more likely that they will mobilize politically on an issue that is framed in those terms. Tobacco has been around for a long time, and people need to understand why that is the case.
There is a growing body of evidence that shows the tobacco industry is one of our worst corporate offenders for child labor, predatory marketing, tax evasion, smuggling, eco-terrorism, and pollution. It is not like any other industry.
However, we cannot expect that fact to manifest itself with the vast public. Not when the same industry spends billions of dollars on ad hoc third world development, political contributions, deceptive marketing and bribes.
I will conclude with one of the most stunning examples of government-sponsored denorm I have seen to date. The Norwegian government began a television campaign in 2003 that is certainly at the verge of keeping up with tobacco industry marketing, reducing youth smoking ion Norway by 50% from 2002 – present.
I hope to see something similar in Canada one day. You can access the ads online; please take a moment to watch a few that are available in English.
By Aaron Levo (anonymous)
Posted July 21, 2006 16:24:58
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By Blad Tolstoy (anonymous)
Posted July 22, 2006 08:36:22
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By Peter (anonymous)
Posted July 23, 2006 00:28:39
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By PaulandMary (anonymous)
Posted July 24, 2006 09:08:49
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By adrian (registered) - website
Posted July 24, 2006 10:34:27
Blad Tolstoy said,
It's interesting that you think that anyone who protests your cause must be in the pay of the tobacco companies.
Levo does not claim anywhere that 'anyone who protests' is in the pay of big tobacco, merely that he believes the protestors at the conference are. Given that MyChoice is funded by the tobacco companies, and that these youths were remarkably disengaged (what activists would not jump at the opportunity to enter a conference to make their views known?), I don't think it's a stretch.
To address the stupid.ca campaign - I tend to find that most government and NGO attempts to engage youth on issues like smoking are often failures because they try to be too cool. Rather than getting to the heart of the issue - as the Norwegian ads do, with 'stop buying their products' as the central message - the stupid.ca campaign, from what I have seen of it, tries to change smoking's image from cool to stupid. But this approach is a difficult one to pull off, because youth are constantly targeted by campaigns that seek to deprive them of adult pleasures: sex, alcohol, drugs, and smoking.
So long as adults in positions of wealth, power and prominence, like movie stars, smoke while drinking or right after having sex with other gorgeous movie stars, stupid.ca is going to have a tough go of it.
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By Aaron Levo (anonymous)
Posted July 24, 2006 10:50:46
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By Michael J. McFadden (anonymous)
Posted July 24, 2006 10:55:25
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By Aaron Levo (anonymous)
Posted July 24, 2006 12:23:59
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By Michael J. McFadden (anonymous)
Posted July 24, 2006 13:07:57
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By Aaron Levo (anonymous)
Posted July 24, 2006 14:29:08
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"AAARRRGHHH!!! I spent ten minutes on a nice detailed post responding to Aaron and then lost it because I forgot to play the numbers game up above the comment box."
Yikes! Point taken. I'll change the page so that the comments you entered are preserved in this case.
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By Blad Tolstoy (anonymous)
Posted July 24, 2006 18:14:20
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By Dr.Nukey (anonymous)
Posted July 24, 2006 18:41:31
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By mallonjohn (registered)
Posted July 24, 2006 19:30:55
Having researched environmental tobacco smoke and it's negative effect if any, I see no basis for banning smoking in public as a health issue for non smokers. If the real purpose of a smoking ban is to target those that actually smoke to reduce their numbers, then the experience in Ireland will show that that it has failed miserably also as smoking rates have risen 4% (official figures) year over year. What has occurred though is social exclusion in Ireland where smokers now drink together at home and smoke in peace. This has had a devasting effect on our social fabric with over a third of the population polarised and increasingly resentful. Weddings and other such joyeous occassions are falling flat as over a third of the guests leave the room and often stay out.
And where do these self appointed bodies get the idea that they have a right to control tobacco consumption. It is a legal product that a whole lot of us shamelessly enjoy (just as you might enjoy your favorite alcoholic tipple which is poisonous). I don't wish to be controlled or manipulated and, in a free democracy, I want choice not some communist ideology that purports to demand I subsume my desires for their version of the common good.
I note also with some irony, that the so called tobacco control groups are heavily funded for their various jaunts and conferences and I know that certain individuals are making a healthy living persecuting us smokers. And it is because of this persecution that I am more determined than ever to smoke and, for the first time in 30 years, I will now not even consider giving them up. The place of the medical community is convince us to lead a healthier lifestyle. When that community oversteps the bounds and uses its undoubted influence to force us to be healthy, I and millions of free people will close our ears to your advice,
John.
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By adrian (registered) - website
Posted July 24, 2006 19:59:38
Blad, to address your remark: "By note of passing, may I suggest that whilst adrian above knocks smoking he seems to talk as though alcohol is okay. It's not, ever studied the carcinogenic content of alcohol?"
I don't see how what I said could be construed that way, although it's true I don't believe that the evaporation of alcohol from other peoples' drinks - "second-hand alcohol inhalation", if you will - is a serious health concern. In fact, I think that claim is absurd, and in the absence of any evidence I am aware of that suggests otherwise, I'll keep viewing it that way.
That said, I do enjoy having a drink or several. I also enjoy smoking cigars, and I still have the odd cigarette, years after I managed to kick the habit. I don't think there's anything morally wrong with smoking, although that doesn't apply to exposing other people to the smoke when they don't have much choice about it (e.g. people who work in bars, children of smokers, passengers in vehicles, etc.)
What I do think is wrong is that the tobacco industry is engaged in this insidious campaign to addict people, including kids and people overseas who may not be as educated about the health risks as we Westerners are. Yes, there are other industries involved in selling dangerous and addictive products, alcohol probably being at the top of the list. But in terms of reduced lifespan and addictive potential, cigarettes are closer to heroin than they are to alcohol. Some countries allow heroin addicts to purchase and use heroin, but does that mean they also ought to allow it to be mass-marketed?
I don't think anyone has the right to tell me what I can or cannot put in my body. That goes for tobacco as much as it does for other substances. But I see a world of difference between the occasional smoke and the tobacco industry's attempts to addict as many people as possible.
Should tobacco companies be allowed to act as though they are net contributors to society, when they are so clearly not? Should they be allowed to get away with their decades of scientific obfuscation and evasion and their marketing at children?
I have yet to read anyone contradict Aaron's claim that:
There is a growing body of evidence that shows the tobacco industry is one of our worst corporate offenders for child labor, predatory marketing, tax evasion, smuggling, eco-terrorism, and pollution. It is not like any other industry.
Is this behaviour acceptable?
(P.S. For those of you who sometimes write stuff on the Internet and then lose it when the form submission screws up, I have a tip: always hit Ctrl-A to select all you've written, and then Ctrl-C to copy it, before you post. Then if something goes wrong, all you have to do is hit Ctrl-V to paste what you wrote back in the box.)
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By Dr.Nukey (anonymous)
Posted July 24, 2006 21:17:57
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By Susan (anonymous)
Posted July 25, 2006 01:09:27
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By Michael J. McFadden (anonymous)
Posted July 25, 2006 02:07:17
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By Aaron Levo (anonymous)
Posted July 25, 2006 10:29:09
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By Aaron Levo (anonymous)
Posted July 25, 2006 14:18:29
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By Blad Tolstoy (anonymous)
Posted July 25, 2006 17:14:31
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By adrian (registered) - website
Posted July 26, 2006 13:10:16
Blad, your comment that "Smoking as a pastime has been around for centuries and it is not going to go away because it is a pleasurable activity" is a straw man argument, easily demolished by pointing out the failure of the war on drugs. But Aaron isn't saying anything about the behaviour of the "old boys" "down the road" "growing their own tobacco", nor is he advocating that tobacco be prohibited, nor is he demonizing smokers. In fact, he says "Denorm attempts to engage currently addicted smokers, rather than combat them."
I find it interesting that you seem unwilling to engage in a debate about the actual issue raised in this article and subsequent comments, which is the tobacco industry and its behaviour, not smokers themselves or tobacco itself.
Instead, you persist in using such labels as "anti-smoker" to characterize Aaron's argument, which seems deliberately evasive. Does criticizing the behaviour of Big Pharma, as you have, make you "anti-doctor" or "anti-medicine"?
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By Dr.Nukey (anonymous)
Posted July 26, 2006 18:34:33
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By Blad Tolstoy (anonymous)
Posted July 26, 2006 19:11:15
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By Aaron Levo (anonymous)
Posted July 27, 2006 08:24:57
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By Aaron Levo (anonymous)
Posted July 27, 2006 08:54:17
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By Aaron Levo (anonymous)
Posted July 27, 2006 09:47:45
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By Blad Tolstoy (anonymous)
Posted July 27, 2006 12:02:16
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By Blad Tolstoy (anonymous)
Posted July 27, 2006 12:12:29
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By Rob Love (anonymous)
Posted July 27, 2006 13:16:23
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By Blad Tolstoy (anonymous)
Posted July 27, 2006 16:53:04
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By Rob Love (anonymous)
Posted July 27, 2006 17:40:17
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By Michael J. McFadden (anonymous)
Posted July 27, 2006 18:30:16
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By Michael J. McFadden (anonymous)
Posted July 27, 2006 18:33:47
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By Michael J. McFadden (anonymous)
Posted July 27, 2006 18:34:37
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I realize an anecdote does by itself prove anything, but...
My wife and I used to work as servers in a restaurant that had a smoking and non-smoking section. We worked there because we were young and poor and needed the money, so I don't want to hear a lot of crap about having a "choice" to work in a non-smoking establishment. That's like saying a factory worker has a "choice" to quit his or her job at a dangerous factory, instead of saying the owner needs to follow safety regulations.
When I worked in the smoking section, I came out stinking of smoke, usually with a sore throat and occasionally with stinging eyes. I don't have asthma, but I would sometimes feel wheezy and/or heavy in the chest after a busy dinner shift. I would also have to blow my nose repeatedly to clear out the crap it had filtered all night.
When I worked in the non-smoking section, it was a little bit better; I usually still ended up smelling of smoke, but my eyes didn't burn and my throat wouldn't hurt quite as much.
Once smoking was banned in restaurants, my workplace environment immediately became a lot more tolerable. I didn't stink of smoke any more (still stunk of food, but what can you do?) and my semi-permanent sore throat actually cleared up. I no longer felt like a little man was sitting on my chest.
I've always seen smoking regulation as a workplace safety issue first and foremost. You want to smoke? I have no problem with that. Just don't expect me to to have to breathe it. Having worked in a smoking and a non-smoking restaurant, I can report first-hand that the difference is night and day.
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By Rob L (anonymous)
Posted July 28, 2006 11:50:09
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By Rob L (anonymous)
Posted July 28, 2006 12:38:55
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By Blad Tolstoy (anonymous)
Posted July 28, 2006 19:06:15
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By Rob L (anonymous)
Posted July 28, 2006 19:53:51
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By Michael J. McFadden (anonymous)
Posted July 28, 2006 19:55:26
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By Blad Tolstoy (anonymous)
Posted July 28, 2006 20:42:20
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By RLove (anonymous)
Posted July 28, 2006 22:13:01
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By Michael J. McFadden (anonymous)
Posted July 31, 2006 03:46:59
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By R Love (anonymous)
Posted July 31, 2006 13:35:21
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By R Love (anonymous)
Posted July 31, 2006 14:39:46
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By Blad Tolstoy (anonymous)
Posted July 31, 2006 17:30:52
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By Blad Tolstoy (anonymous)
Posted July 31, 2006 17:41:37
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By Blad Tolstoy (anonymous)
Posted July 31, 2006 17:49:37
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By Michael J. McFadden (anonymous)
Posted July 31, 2006 18:12:54
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By R Love (anonymous)
Posted July 31, 2006 19:47:44
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By R Love (anonymous)
Posted July 31, 2006 19:58:49
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By Michael J. McFadden (anonymous)
Posted July 31, 2006 23:34:45
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By R Love (anonymous)
Posted August 01, 2006 14:22:40
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By R Love (anonymous)
Posted August 01, 2006 14:23:13
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By R Love (anonymous)
Posted August 01, 2006 14:31:24
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By Blad Tolstoy (anonymous)
Posted August 01, 2006 15:22:17
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By R Love (anonymous)
Posted August 01, 2006 16:19:25
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By Blad Tolstoy (anonymous)
Posted August 01, 2006 16:27:03
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By Blad Tolstoy (anonymous)
Posted August 01, 2006 16:28:57
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By Blad Tolstoy (anonymous)
Posted August 03, 2006 20:29:59
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By Michael J. McFadden (anonymous)
Posted August 03, 2006 20:58:51
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By Blad Tolstoy (anonymous)
Posted August 30, 2006 18:32:38
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By blom (anonymous)
Posted May 22, 2007 19:29:57
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By R. Love (anonymous)
Posted July 21, 2006 15:37:47
For myself I agree that the best defense against the proliferation of tobacco in Canada (and the world) involves some creative social engineering.
Programs such as stupid.ca are VERY effective in permeating into the culture of a younger generation of Canadians. Making smoking "uncool" is a tactic that has some merit in deterring young "would be" smokers.
It is hard to watch a movie/TV show nowadays for more than 20 minutes without seeing a cigarette in somebody’s hand.
We are constantly bombarded with images of smoking that have the greatest affect on young malleable minds.
It is probably true that demonizing smoking is not as effective in deterring established smokers, it is still important step in establishing new norms among the ranks of youth being targeted by tobacco companies through popular culture (sorry for the long sentence).
To summarize I think that there is still room for stupid.ca's message, but it definitely needs to be part of a one-two punch.
Targeting both the pool of potential customers from which the Tobacco companies recruit as well as the practices of the companies themselves.
Anyways, just my thoughts!
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