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Beyond the Settlement Agreement : Philip Morris Does More On Youth Smoking Prevention
At Philip Morris, we believe that along with the right to manufacture and market cigarettes to adults who choose to smoke comes a responsibility to help prevent kids from smoking . We don't want kids to smoke or have access to cigarettes . For this reason, Philip Morris has taken steps that extend beyond the requirements of the tobacco settlement agreement . We recognize that some people will be skeptical of our programs and motives . All we ask is that we be given a chance, and be judged over the long term by our actions and their impact on youth smoking. We want to work constructively with others who share the goal of reducing underage tobacco use and prove to society that Philip Morris is committed to meeting its obligations as a responsible corporate citizen .
Youth Smoking Prevention
In addition to the requirements of the tobacco settlement agreement, Philip Morris is doing more to reduce the use of tobacco products by minors . Skeptics have questioned the company's commitment to this goal believing that a cigarette manufacturer must market to children in order to preserve its adult consumer base . Michael E . Szymanczyk, President and C .E .O . of Philip Morris U .S .A . has said : "W hile we recognize that success in youth smoking prevention efforts - by us and others - could lead to a smaller adult consumer base in the future, so be it . If fewer adults choose to smoke in the future because of youth smoking prevention efforts, they are exercising their informed choice - a right we have worked hard to protect ." Back in 1998, Philip Morris created a Youth Smoking Prevention department and appointed a Senior Vice President, reporting directly to the President and C .E .O ., to oversee the development and execution of a comprehensive effort to reduce youth tobacco use . And Philip Morris has backed this commitment with substantial resources : $100 million annually . We are applying a comprehensive approach that integrates the following four strategies to help reduce youth smoking:
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Communications
We have created TV and print messages for youth and parents, and are developing radio, direct mail and internet messages . Communications directed at youth are designed to change youth perceptions about smoking and to convince them that smoking is not "cool," and they should not, and do not need to, smoke to define themselves . Communications directed at parents are designed to help them overcome barriers to engaging kids in a meaningful dialogue about not smoking. In order to communicate youth smoking prevention messages to a diverse population of youth and parents, advertisements are tailored for different ethnic groups .
Education
We are supporting school-based programs across the country . For instance, Philip Morris is supporting the Life Skills Training program, a highly regarded tobacco, alcohol and drug abuse prevention program for middle or junior high school students . It is one of two programs recognized by the Centers for Disease Control and Prevention as an effective program that results in lower youth smoking rates .
Community Action
We are working with youth-serving organizations, such as the National 4H Council, to reach kids and their parents in community settings to reduce risk factors and build protective factors into kids' lives. Philip Morris is also supporting the expansion of the Work in America Institute's program, "The Parent Connection", designed to facilitate communication between parents/adults and children about risky behaviors such as smoking . These are two examples of our support for the development of local programs that can be replicated nationwide .
Access Prevention
Philip Morris has long supported retail education and training programs that restrict youth access to cigarettes and urges strict enforcement of state laws to help keep cigarettes out of the hands of kids. Although the Supreme Court has denied the Food and Drug Administration's jurisdiction over tobacco, Philip Morris encourages retailers to continue to require photo identification from customers who appear to be under 27 years of age, as was specified in the FDA rule .
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A key component of this effort is "We Card," a retail compliance, education and training program managed by the Coalition for Responsible Tobacco Retailing . The "We Card" program educates and trains retailers to help prevent illegal sales to minors by offering free training seminars, in-store signage and educational materials .
In addition, Philip Morris U .S .A has launched a nationwide print advertising campaign to further limit kids' access to cigarettes, by encouraging parents who smoke and other adult smokers to keep an eye on their cigarettes so that kids can't get them .