Non-smoking group’s butt-out campaign on cigarette packs becomes positive
May 25th, 2009 | by admin |By Smita Deans
Toronto Star Staff Reporter
An anti-smoking campaign that includes encouraging messages on cigarette packs was announced yesterday.
The Canadian Council for Non-Smoking said at a news conference in Toronto the idea behind putting messages on cigarette packs is that behavioural change is most likely and longer-lasting when based on positive rather than negative incentives.
“According to a survey we conducted among smokers, 70 per cent said that they found positive cigarette notices more encouraging to make them stop,” said Frank Dwyer, president and chief executive officer of the council.
“We feel that the current notices are not sufficient.
“The proposed labels include a toll-free number you can call for help, as 82 per cent of the people we surveyed said that they would call a toll-free number to get help quitting.”
The proposal for new labels on cigarette packages has been sent to the federal health department. Dwyer said he is confident that the change will be accepted and put into force by the end of this year.
More than 40,000 Canadians die every year from smoking-related diseases, a figure that has not changed despite laws passed to reduce smoking.
“I believe that laws do not consider the effect on the smoker,” Dwyer said. “They only serve to alienate a majority of smokers who wish to change and need help. We are concerned with the part about helping them.”
Also included in the six-point plan are measures to curb smoking among youth, including an awareness campaign for children aged 8 to 10 that will deal with the benefits of non-smoking.
The council is hoping to work with school boards and parents to implement this program. It is scheduled for fall 2000.
“Every day, 637 young people start smoking. Isn’t that a shocking statistic?” said Maureen Kennedy Baker, the council’s executive vice-president.
“That’s why we have to take extra measures to ensure that young people are educated about the dangers of smoking.”
The council also plans to reach out to teens from 13 to 16 through television and radio campaigns.
The council expects the campaign will cost a total of $4 million in its first year and $4 million more in subsequent years. It has approached various levels of government to fund these programs.
“As there are about 8.5 million smokers in Canada, it represents about a dollar per smoker,” Dwyer said.
Other aspects of the plan include day-long seminars for those who want to stop smoking. As well, passengers on airline flights lasting more than two hours will be advised to use a nicotine replacement because of a co-relation the council sees between nicotine withdrawal and air rage.
