FOR IMMEDIATE RELEASE                                           December 1, 2006

STOP AND THINK ABOUT IT!

- Cinema Message Hits Local Theatres to Reduce Youth Access to Tobacco -

GREY/BRUCE – Kids will be given a fighting chance to stay smoke free with counter messages from the NOT TO KIDS! Coalition. The Stop and Think About It! message is aimed at tobacco industry marketing tactics that include compensating movie stars to smoke on the big screen. 

“We are trying to counteract the strong messages they get to take up the habit by urging older teens and young adults not to share, give or buy cigarettes for anyone under 19,”  says Jason Cranny, Youth Advisor at the Grey Bruce Health Unit. “The availability of tobacco and the willingness of older youth to supply tobacco to younger peers are important factors influencing on whether or not kids will start smoking.”

The cinema ads, funded by Health Canada, will be playing during a four-week rotation in selected Cineplex Media and independent theatres across Ontario during December and early January.  The ads address the supplying of tobacco to youth by presenting older teens and young adults with the message; “The next time a kid asks you for a cigarette: Stop. Think About it”. 

Under the Smoke Free Ontario Act, it is illegal to sell or supply tobacco to anyone younger than 19 years of age.  Efforts to decrease tobacco sales to youth through tobacco retailers have been successful, but as retail sources become limited, young people rely on friends, family and strangers for tobacco products.  Any person who violates this law can be subject to a minimum fine of $300 plus court surcharges for a first offence.  Maximum fines for a first offence can be as high as $4000.

“We know that young adults and older teens will buy or give cigarettes to younger teens thinking they are doing these kids a favour. The reality is, that couldn’t be further from the truth,” says Cranny. “They are helping these kids get addicted to a product that will either kill them or leave them with health problems like heart and lung disease.”

The NOT TO KIDS! Coalition is a partnership of 27 public health agencies throughout Ontario working together to keep kids smoke free. 

For more information visit the NOT TO KIDS! website at www.ntk.ca

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For further information contact:

Jason Cranny

Youth Advisor Grey Bruce Health Unit & Not To Kids Coalition

519-376-9420 ext. 471