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Commission Kicks Off Anti Smoking Campaign

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Commission Kicks Off Anti Smoking Campaign ,3 Brussels, 30 May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¼PLOOLRQIRUWKUHH\HDUV ¼PLOOLRQSHU \HDU 7REDFFRVPRNLQJE\\RXQJSHRSOH The years between 12 and 18 are crucial for the rejection or adoption of a smoking habit. According to recent findings of the World Health Organisation (WHO), the age of young people experimenting with tobacco is decreasing while the rate of young smokers is increasing in all EU Member States. Some statistics: the percentage of 15 year old kids who smoke tobacco at least weekly is in Austria 33%, Belgium (Flanders) 28%, Denmark 24%, England 29%, France (only some regions represented) 29.5%, Germany (only some regions represented) 30.5%, Greece 18.5%, Ireland 25%, Portugal 16.5% and Sweden 21% ("Health and Health behaviour among young people in Europe", HBSC survey 1997-98, WHO Regional Office for Europe). Every second adolescent smoker will eventually die from the negative effects of smoking. Every year, 500,000 people in the European Union die prematurely from smoking-related diseases. 7KHFDPSDLJQ The aim of the EU anti-smoking campaign is to increase awareness among teenagers of the negative effects of tobacco consumption. The Commission launched an open call for tender and a contract for one year was signed with a communications agency in December 2001. The contract is renewable twice, depending on a successful evaluation of the contractor's services. The campaign is based on an integrated communications' strategy using classical advertising, television, cinema and radio commercials, advertisements and billboard advertising, as well as classic public relations and events. Another aspect of the campaign is an extensive website in eleven languages, ZZZIHHOIUHHLQIR, which includes also links to Quit-lines, NGOs, national authorities and EU websites. "Feel free to say no" should be understood as an image campaign for non-smoking. The message is: anyone who smokes is not free, but is incarcerated by his or her addiction to nicotine – cigarettes do not solve problems, they cause them. The key messages of the campaign are not communicated in the form of a ban or a warning. Rather, they focus on emotional appeal and creative communication. Young people who start smoking put their health and their lives at risk. These messages must be carried into the worlds of young people by a positive, smoke-free attitude to life. )RRWEDOOHUVMRLQLQWKHILJKWDJDLQVW\RXQJSHRSOHVPRNLQJ European football and its players act as a model for young people across Europe. The commitment, the willingness to perform and the skills of players are positive characteristics with which young people identify. Strong statements against smoking by European football stars will support young people in their decision not to smoke. Moreover, UEFA plans to call on the national football associations to support the EU anti-smoking campaign to help combat smoking among children and adolescents. The cooperation agreement between UEFA and the Commission was signed by UEFA President Lennart Johansson and Commissioner David Byrne on 17 May. Players who speak out against smoking with a clear "no!" in the campaign spots are so far: Thomas Helveg (Dane), Paolo Maldini (Italian), Zinedine Zidane (French), Michael Ballack (German), Shay Given (Irish), Ebbe Sand (Dane), David Trezeguet (French), Raul (Spaniard), Olof Mellberg (Swede), Filippo Inzaghi (Italian), Gerald Asamoah (German), Harald Cerny (Austrian), Rui Costa (Portuguese), Marco Van Hoogdalem (Dutch), Emile Mpenza (Belgian) and Luis Figo (Portuguese), Nico Van Kerckhoven (Belgian), Damien Duff (Irish), Carsten Jancker (German), Massimo Donati (Italian), Didier Dheedene (Belgian), José Mari (Spaniard), Martin Stranzl (Austrian), Allan Kelly (Irish) and Jens Jeremies (German). Campaign material includes a World Cup Planner created for young people which contains information on World Cup teams and matches as well as the anti-smoking campaign. &RRSHUDWLRQSDUWQHUV Various contacts have been established with national health authorities and NGOs for cooperation in the context of the anti-smoking campaign. Media companies have provided additional contributions, such as free airtime worth so far some ¼PLOOLRQ The campaign was presented to NGOs and national health agencies. The majority welcomed the initiative and was interested in participating. One example: for the launch of the campaign on 31 May, a collaboration has been set up with the European Network on Young People and Tobacco (ENYPAT) and the multi-annual "Smoke-free class competition". 375,000 young people were involved in this ENYPAT project last year. 2 7REDFFRFRQWUROLQDEURDGHUFRQWH[W The EU anti-smoking campaign is one element of a much broader tobacco control strategy. Directive 2001/37/EC deals with the manufacture, presentation and sale of tobacco products (see IP/01/702). A Commission proposal on tobacco advertising and sponsorship is currently under discussion in the European Parliament and the Council (see IP/01/767). A World Bank report on the effects of tobacco concludes that legislation ending tobacco advertising would reduce consumption - provided that it is comprehensive, covering all media and uses of brand names and logos. The Commission is taking an active role in the WHO negotiations for a Framework Convention on Tobacco Control which includes negotiations on a total advertising ban. 3.
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