Calif. Schools Reject Book Covers from Tobacco Co. December 5, 2000
News Summary
California schools were ordered not to accept free book covers bearing the name of cigarette-maker Philip Morris, the Sacramento Bee reported Nov. 29. State schools chief Delaine Eastin said the book cover designs contain imagery that promotes cigarettes.In a communication to all California school superintendents, Eastin noted that she and other government and public-health officials are concerned that the book covers are an attempt by Philip Morris to promote tobacco sales to young people by "covert means."
One of the book cover designs, for example, depicts a snowboarder, with clouds in the background and mountains below. Some educators said the snowboard looks like a match, the clouds like puffs of smoke and the mountains like tobacco leaves.
Philip Morris arranged for the distribution of 13 million book covers to schools throughout the United States. The three different cover designs display the message, "Think. Don't Smoke." Philip Morris' name is printed near the bottom of the covers.
Philip Morris spokesman Brendan McCormick said the book covers were designed by the company's smoking-prevention department as part of a comprehensive effort to reduce youth smoking.
"The only message that is intended is a don't-smoke message," McCormick said. She added that 1,000 youngsters viewed the cover designs in test groups and none said the designs suggested they should smoke.
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