Young people hit back at tobacco industry negative practices with first ever film campaign

Young people have hit back with a new film campaign to highlight the negative practices of the tobacco industry at a red carpet launch event at The Cornerhouse Cinema in Manchester this evening.

Three students from the North West are the first in the UK to tackle these issues using short films they have created with the help of former Hollyoaks actors Matt Littler & Darren Jeffries along with Hollyoaks’ creator Phil Redmond.

Students, Mo Iqbal, 18, Michael Burlison, 18 and Joe Washington, 15 were the star guests at the premiere of their own films, as winners of the Smokefree North West Smoke & Mirrors short film competition. Hundreds of young people from across the region took part in the campaign to help protect future generations from exposure to tobacco.

The three winning films, ‘TRD’ (Tobacco Related Deaths), ‘The Machine’ and ‘Don’t Fall For It,’ will be screened for the very first time at The Cornerhouse Cinema in Manchester and have been produced as 90 second viral films which will be live on line from 6.30pm.

The Smoke & Mirrors short film competition was open to all 14-18 year olds across the North West with a brief to send in ideas for a short film which would expose negative tobacco industry practices, such as deforestation and child labour, as well as issues surrounding the marketing of cigarettes towards young people, to help others see through the tobacco industry’s illusion that smoking is glamorous.

Mo explores the negative practices in the marketing of cigarettes and the depiction of smoking in the media in his film, ‘TRD (Tobacco Related Deaths), which is filmed in a spoof style detective drama, starring former Hollyoaks actors, Matt Littler and Darren Jefferies and Hollyoaks star, Carly Stenson, as well as former Atomic Kitten singer, Natasha Hamilton.
Scenes include those shot at Runshaw College in Leyland where he is studying and represent how the tobacco industry appears to market tobacco products to young people in order to replace those dying or quitting.

Talking about his experience, Mo comments: “My film has a hard hitting message. I hope other young people can clearly see how my film highlights the importance of seeing through the illusion that smoking is glamorous.”

‘The Machine,’ written by Michael, from Barrow-in-Furness and a student at Edge Hill, emphasises just how powerful bright vending machines can be in attracting young people to purchase cigarettes and other tobacco related products. Going inside ‘The Machine,’ Michael’s film explores the real cost of a cigarette and highlights negative tobacco industry practices including child labour and deforestation. The film also delivers a crucial message supporting and reinforcing the Health Bill amendment to remove cigarette vending machines.
Michael comments: “I’ve learnt so much during the making of this film. I hope I encourage more young people to think about the negative practices of the tobacco industry.”

Joe’s film, ‘Don’t Fall For It’ highlights how the tobacco industry targets potential new smokers and creates a rallying cry for young people to take a stand against the tobacco industry. Scenes include those shot at his school Our Lady’s Catholic High School in Preston and on the Hollyoaks production set. The final frame turns the film on its head and challenges the audience to take a stand against the tobacco industry.

Joe said: “I’m so pleased with my finished film. I’ve really enjoyed seeing it come together and working with director, Mike Cockayne. I hope it helps encourage more young people to take a stand against the negative practices of the tobacco industry.”

Dr. Janet Atherton, Chair of Smokefree North West explains: “The Tobacco Industry needs to recruit new customers to replace those that have quit or died. Smoking is a childhood addiction – 80% of smokers start before they are 19. The young people taking part in the competition have created high quality films that highlight very effectively some of the negative ways in which the tobacco industry works. Smoke & Mirrors is an exciting opportunity for more young people to get involved in creating a tobacco free future for themselves and to protect others from the harm caused by tobacco. Just by challenging the negative practices of the tobacco industry, the young peoples’ films help de-legitimise the industry and the glamorization of smoking amongst young people.

“Inspired by the anti-tobacco youth advocacy work which is already underway across the region, Smoke & Mirrors is an exciting opportunity for more young people to take back control of their right to choose a tobacco free future and engage in youth advocacy directed towards achieving healthier communities, protecting children and young people from exposure to tobacco. “
Ian McCartney MP, in support of the campaign said: “I welcome the new direction and strength of the Smoke & Mirrors films which directly challenge the negative practices of the tobacco industry. This is a life and death issue. Every day of every week in 2009 tobacco industry products have killed around 227 people, around 83,000 this year. If there were any natural or unnatural disaster on this scale it would be front page news. These films speak up for the victims of tobacco industry products – the tobacco industry is unique in that its products injure and kill half of their regular consumers. Importantly Smokefree North West’s work will stop some young people starting to smoke, saving thousands of lives in years to come.”

Young people are being urged to log on at seethroughtheillusion.co.uk to view the virals, pass them on and consider campaign actions they would like to take.