/ FREQUENTLY ASKED QUESTIONS

What is Smoke and Mirrors?

Tobacco Free Futures is challenging the region’s young people to unveil existing negative practice within the tobacco industry. The aim of the campaign is to encourage 11-18 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 films, on television and in printed media misleads people into thinking that smoking is more common that it is, and research suggests that films 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 11-18 year olds?

The 11-18 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?

Tobacco Free Futures 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.

/ WHY GET INVOLVED?

It’s an opportunity for young people in the North West to be involved in taking actions that can make a difference, develop campaigning skills and put forward their ideas to showcase their talent and get their interpretation of Tobacco Industry practices heard.

/ WHAT’S INVOLVED?

EVENTS

Young people, aged 11-18, are invited to learn more about the issues surrounding the tobacco industry and to meet other young people who are comitted to having their voices heard.

How can we get involved?

Go to the Contact link and send us a message, or join the site and be a part of our project.

About Tobacco Free Futures

Tobacco Free Futures is a region-wide collaborative NHS tobacco programme launched last year with support from all 24 Primary Care Trusts in the North West. Smoking is the single greatest cause of preventable illness in the North West. Tobacco Free Futures 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.www.tobaccofreefutures.org