/ FREQUENTLY ASKED QUESTIONS

What is Smoke and Mirrors?

Smokefree North West is challenging the region’s young people to unveil existing negative practice within the tobacco industry with the launch of its short film competition. The aim of the campaign is to encourage 14-18 year olds to research the hard facts behind the tobacco industry in order expose the truth themselves, including issues such as child labour and deforestation.

Can you give examples of some of the issues?

Marketing towards young people remains a major problem. Whilst tobacco advertising was banned in 1997, cigarette displays behind shop counters, and the positioning of vending machines in public places are just different forms of advertising. We believe that if they must be sold, cigarettes should be sold in plain packaging, to avoid young people being seduced by designs and logos and beginning to build a relationship with a particular brand.
There are also other hidden issues. Smoking in movies and TC misleads people into thinking that smoking is more common that it is, and research suggests that movies play a big part in young people taking up smoking. In addition, child labour is widely employed by the tobacco industry, with children in Malawi, Africa, being paid 11p for working 12 hours a day, while 26% of the total deforestation in Malawi, is a result of tobacco production

What is the rationale behind the project?

There is significant evidence, particularly from the States, that one of the most effective ways to tackle smoking and young people is through drawing their attention to the negative practices of the tobacco industry and supporting them to have a voice in challenging these as part of delegitimising the industry. For example, the Truth Campaign, which originated in Florida, has been operating for over 10 years and has been well evaluated, significantly reducing smoking rates among young people. It now operates US-wide.

Why have you chosen 14-18 year olds?

The 14-18 year age group has been selected as this is the time when the majority of youngsters begin to smoke, but many people of this age do not realise the hidden issues behind the tobacco industry, including deforestation and child labour, Rather than preaching to young people, we want to encourage them to do their own research, search behind the myths, see through the illusion and uncover the truth for themselves.

Is the project just aimed at non-smokers?

No. We would advocate actively encouraging young people who smoke or who do not smoke to get involved as their views are needed in this debate.

What are the aims of the initiative?

Smokefree North West aims to raise awareness and spark debate around these issues by harnessing the increased environmental and social awareness which is also present within this age group.

What plans do you have for the launch of the campaign?

Every school and youth group in the North West has received a resource pack and today, Matt and Darren are visiting one school in each of the 5 regions of the North West to discuss the initiative with students, listen to their ideas for short films, and make some of their own suggestions as to how the films can be brought to life.

How will young people be supported to continue their advocacy roles after the launch?

Firstly, we plan to offer a dedicated campaigner to support young people for the Smoke & Mirrors project.
Secondly, the project has been working closely with existing tobacco youth advocacy projects in the region and we hope that young people that take part in Smoke & Mirrors will be encouraged to join some of these groups.
Thirdly, Smokefree North West is committed to investing in supporting youth advocacy beyond the Smoke & Mirrors project. This will be done in partnership with the existing and developing young advocacy groups in the region and will include a networking event for young people and a stakeholder event to support further.

How can we get involved?

The best thing to do is to look around the website www.seethroughtheillusion.co.uk and all the information about entries is detailed on there. There are also lots of facts and figures around smoking and the website should give you some ideas to get started with your own research.

About Smokefree North West

Smokefree North West (SFNW) is a region-wide collaborative NHS tobacco programme launched last year with investment from all 24 Primary Care Trusts in the North West. Smoking is the single greatest cause of preventable illness in the North West. Smokefree North West aims to tackle tobacco related health inequalities, improve policy and legislation and make sure people have the support they need to quit smoking. Cultural change is the goal, to de-normalise tobacco in society and reach for a tobacco free future, particularly for children and young people.

More information is available at: www.smokefreenorthwest.org