November 1, 2006

Governor Edward G. Rendell today announced a new statewide advertising campaign to educate Pennsylvanians, especially youth, about the serious health risks associated with smokeless tobacco.

“The number of youth using chewing tobacco in Pennsylvania – especially in rural areas – is cause for concern,” Governor Rendell said. “The bottom line is there is no such thing as a ‘safe’ tobacco product, and we want young people to understand the risks involved before they develop a dangerous addiction.”

Pennsylvania is one of only a handful of states to dedicate a portion of its tobacco settlement funds to combat smokeless tobacco, making the commonwealth a leader in addressing the serious health consequences of spit tobacco.

Reports by the Centers for Disease Control and Prevention (CDC) show that of the 12-14 million smokeless tobacco users in this country, one third are under the age of 21 and more than half developed the habit before age 13. Of the nearly 30,000 Americans who are diagnosed with mouth and throat cancers annually, nearly 8,000 die from the disease.

State Health Secretary Dr. Calvin Johnson said, “Our campaign will aggressively fight the influential marketing messages and public misconceptions about smokeless tobacco products, helping Pennsylvanians to make healthy choices by avoiding smokeless tobacco products. We also want to help families understand that taking a passive stance on this issue could endanger the health of their children.”

Dr. Johnson also pointed out that in 2005, more than 11 percent of Pennsylvania’s high school seniors were using chewing tobacco compared to 7 percent of adults. He also noted that youth are not simply relying on retailers to obtain chew tobacco products.

“While compliance rates for carding tobacco customers in Pennsylvania are at an all-time high, recent surveys say youth are obtaining chew tobacco from other social sources, including family members,” said Dr. Johnson. “In some families, the use of chewing tobacco is considered a ‘rite of passage’ rather than a potentially deadly addiction.”

Anti-chewing tobacco messages are being delivered through television, radio and the Internet. Two 30-second television spots, entitled “Pete” and “Lonesome Valley,” address oral health issues and the health consequences of using smokeless tobacco. Two 60-second radio ads, titled “Uvula Kids” and “Uvula Parents,” emphasize the healthy choices that kids and parents should make when it comes to the use of tobacco products among family members. The Internet component includes a micro-site – www.WhereIsPete.org – that includes the television spots, interactive learning tools for children, and facts about smokeless tobacco.

The state will also unveil additional ads and Internet components later this fall. These efforts are the latest projects in the anti-tobacco campaign to encourage individuals to quit – or not start – using tobacco products and curb the retail sale of tobacco to minors. For more information on quitting smoking or using tobacco products, call Pennsylvania’s Free Quitline at 1-800-QUIT-NOW, or visit www.state.pa.us, keyword: Health.

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For more information contact:
Troy Thompson
(717) 783-1116

Yasmin Coleman, Health
(717) 787-1783