CNN logo
navigation

Infoseek/Big
Yellow/Pathfinder


Main banner
rule

California launches hard-hitting anti-smoking ads

March 21, 1997
Web posted at: 2:30 p.m. EST
smoking

In this story:


movie iconSmoking through her throat
(924K/24 sec. QuickTime movie)
movie iconHigh school bathroom
(1M/27 sec. QuickTime movie)

SACRAMENTO, California (CNN) -- An anti-smoking campaign that begins in California on Monday parodies the Marlboro Man and features a woman, unable to kick the habit, who lost her larynx to cancer but smokes through a hole in her throat.

The state's $13 million campaign is paid for under a 1988 ballot measure which raised tobacco taxes 25 cents a pack to fund a variety of anti-smoking, health and environmental programs.

The 16 ads -- on radio, TV and billboards -- highlight nicotine addiction and the dangers of secondhand smoke.

From 'glamorous' to 'dangerous'

The campaign targets parents with young children, as well as teen-age smokers who aren't swayed by lectures or statistics about long-term health effects.

The anti-cigarette ads try to undo the impression, left by billions of dollars of tobacco industry advertising, that cigarettes are "acceptable or even glamorous," said Kim Belshe of the California Department of Health. icon (165K/17 sec. AIFF or WAV sound)

The ads transform that image to "dangerous, addictive and socially unacceptable," she said.

An industry group, the Tobacco Institute in Washington, said tobacco companies had not yet seen the ads. "Until we have a chance to see and review them it would be inappropriate for us to comment," said spokesman Tom Lauria.

Smoking through her throat

children

Perhaps the most powerful of the TV ads features a 46-year-old woman who says she's been smoking since she was 13 and can't kick her addiction, even after losing her voice box to throat cancer in 1992.

Identified only as "Debi," the woman smokes through a hole in her throat, telling the audience she tried to quit when she became aware of dangers to her health, but couldn't.

In another commercial, cowboys representing the tobacco industry herd children, instead of cattle, into a pen, slamming the gate shut and riding off in a cloud of dust with lassos twirling.

"They spend millions trying to grab your attention and push you into smoking," an announcer says. "Because once they get you where they want you ... they've got you for good."

A third ad, which takes place in a high school bathroom, injects humor with the message that tobacco is too disgusting even for toilets.

Mixed reaction

ad

Health organizations have been critical of California Gov. Pete Wilson for what they considered ineffective use of the tobacco tax money. On Thursday, they gave somewhat grudging approval to the ad campaign.

"I'm pleased with some but not pleased with others," Alan Henderson of the American Cancer Society told CNN. He said the new ads were not as hard-hitting as a campaign scrapped by the Wilson administration two years ago after the tobacco industry threatened lawsuits.

American Heart Association media consultant Connie Pechman said she was "moved" by the campaign after initially having concerns about it. "I thought they did a good job," she said.

"(The ads) certainly attack the industry, and we're glad to see that," said Paul Knepprath of the American Lung Association.

Correspondent Don Knapp contributed to this report.
rule

Special section:

CNN Interactive's extended coverage

Related stories:

Related sites:

Note: Pages will open in a new browser window

Related newsgroups:

Some newsgroups may not be supported by your service provider.

External sites are not endorsed by CNN Interactive.

rule
What You Think Tell us what you think!

You said it...
rule
To the top

© 1997 Cable News Network, Inc.
All Rights Reserved.

Terms under which this service is provided to you.