Minn. Campaign Effective in Lowering Teen Smoking September 24, 2002
News Summary
Minnesota officials credit a significant drop in teen smoking over the past two years to the state's youth-oriented anti-smoking campaign, Target Market, the St. Paul Pioneer Press reported Sept. 20.According to the 2002 Minnesota Youth Tobacco Survey, use of any tobacco product by students ages 11 to 18 dropped by 11 percent between 2000 and 2002. The decline was especially significant considering the 30-percent increase in teen smoking during the late 1990s.
Target Market features messages that are developed by teens for their peers. The campaign is funded by endowment money from the state's settlement with tobacco companies.
"Having the kind of resources the endowment funds give us enabled us to launch a more sophisticated campaign. Now kids are telling other kids how the industry's slick messages are tricking them into becoming addicted. It's a completely different type of message," said Health Commissioner Jan Malcolm.
Target Market emphasizes a comprehensive approach, with teens playing a key role in all of the smoking-prevention efforts. In addition to the cutting edge, teen-oriented Target Market component, the anti-smoking campaign includes a variety of programs in local communities, schools, and recreational sites.
"One of the new directions we've taken with this program is getting kids much more involved," said Randy Kirkendall, manager of the Health Department's Tobacco Prevention and Control Section. "They are taking a leadership role at the local level. All our ads are screened by panels of youths. They are involved in every aspect of this program."
The goal of Target Market is to reduce teen tobacco use by 30 percent by 2005. "These latest numbers confirm earlier reports that we're on track to reach that goal," said Malcolm.
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