The 13th World Conference on Tobacco OR Health

Objective: CYAN's Tobacco and Hollywood Campaign is working in California to minimize the impact of tobacco use in youth-rated films. 77% of movies in the last six years made for the teen audience featured smoking. Additionally, youth with high levels of exposure to smoking in movies are 2.6 times more likely to start using tobacco. In order to pressure the Hollywood movie industry to reject the use of tobacco in youth-rated movies, the Campaign has created a turnkey kit complete with educational, advocacy, and resource materials for advocates to create a groundswell of local action.

Methods: The Tobacco and Hollywood Community Action Kit features several components for use by advocates and organizations interested in creating community-based change on this issue. Included are educational pieces for the public on the prevalence of smoking in the movies and advocacy resources to develop local strategies and activities. Camera-ready support materials facilitate the collection of petition signatures from the community and the endorsements of parent, health, government and other community organizations.

Results: The Tobacco and Hollywood Community Action Kit has proven to be an important tool for youth advocacy coalitions and community-based organizations in changing community perceptions of tobacco use in films. From the local theatre level to the Motion Picture Association of America, activists are able to utilize the kit for action. Through continued use and promotion of the kit, the Campaign plans to further transform not only the impact of movie-related tobacco use but reduce tobacco imagery in youth-rated films themselves.