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Smoke Damage:Marketing Tobacco in the Third World
METC - July 11, 2006
Anna L. White, CoordinatorGlobal Partnerships for Tobacco Control
Essential Action
SENEGAL
• Tobacco advertising allowed, except on television – but tobacco industry was able to circumvent restriction through sponsorship of sports and cultural events
• Restriction: Tobacco advertising must not use the voice or image of a minor person less than 21 years old.
• Health warning not challenged, as “concession”
Cigarette Pack: Communicating the Brand
Chesterfield – West Africa Launch
“As a result of the advertising concept test carried out in June this year the most positive element of our communication is "AMERICA". America is a bit of dream, it is a country appealing to our target audience providing that we use a simple and clear way to communicate this. The lifestyle of young Americans will also attract our potential consumers providing that the people featured are simple, and aspirational to Africans through their manner of dress and leisure activities.”
“Activities must be: Comprehensible, Aspirational, American, Powerful…Tagline: ‘The Great American Taste’”
“Many countries also do not require health warnings on cigarette packs. PMI believes that all tobacco products and advertisements should carry clear, conspicuous health warnings, which PMI already uses, even where they are not required by law.”
- Altria CEO Louis Camilleri, 4/29/04
NIGERIA
“Experience It”: Hollywood (& Smoking)
Honduras
BENIN
NIGER
MALAYSIA
THAILAND
ARGENTINA
URUGUAY
BRAZIL
Red & White Bravery Awards sponsored by Godfrey Philips India
INDIA: Produce Placement in Movies
Shahrukh Khan, the most successful Bollywood actor and icon for many, has not only been seen smoking in many of his blockbusters like Baadshah, Devdas and Swades, but is also seen with a light in many cultural events and award functions..
In his latest flick, Swades, Marlboro has been strategically placed four times!!!
The Problem
0
5
10
15
20
25
30
35
40
Exposure to movie tobacco use
grade 5
grade 6
grade 7
grade 8
0-50 51-100 101-150 > 150
Perc
ent T
ried
Sm
okin
g
• Strong scientific evidence that seeing smoking in the movies promotes teen smoking
Source of slide: Stan Glantz
Global Partnerships for Tobacco Control
Essential ActionP.O. Box 19405, Washington, DC 20036
Tel: 202-387-8030
Fax: 202-234-5176
Email: tobacco@essential.org
http://www.essentialaction.org/tobacco
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