CHAPTER 6

The Campaign for Tobacco-Free Kids

“C’mon, take a drag . . .” Kids have been hearing this from their peers for decades. Smoking is cool. Smoking is adult. Smoking is rebellious. Smoking makes you part of the in crowd.

For the under-18 population—one especially vulnerable to outside influences from peers, TV, movies, advertising, and the Internet—antismoking communication efforts have experienced mixed success globally. While fewer youth are smoking today, the number is still high enough to warrant concern and action, especially when up against a tobacco industry that has so much profit to gain with each new young smoker.

The fight against youth smoking has employed an ongoing variety of different public relations and communication approaches ...

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