News Release
2003-77
September 26, 2003
For immediate release
Health Canada re-launches second-hand smoke campaign
OTTAWA - Health Canada today re-launched a mass media campaign designed
to reinforce the message that second-hand smoke kills.
The first television advertisement, beginning September 29th, tells the story
of Heather Crowe, a woman who never smoked a day in her life, but who spent her career
working in the hospitality sector. Heather is now dying from lung cancer - a result of
her exposure to second-hand smoke. Her story will continue in December in cinema ads, aiming
to encourage individuals to refuse to be a target of second-hand smoke - wherever that
exposure might be.
"Second-hand smoke kills. Believe it, it's real," said Heather Crowe. "I want to be the
last person to die from second-hand smoke."
This ad initially aired in the fall of 2002. Recent Health Canada research shows that
the ad still resonates well with audiences and continues to be effective in the delivery
of key messages about second-hand smoke. After the ad aired, 63 per cent of adults understood
that second-hand smoke kills.
"Through Heather's story, Canadians increasingly understand that exposure to smoke is
more than inconvenient or bothersome, it can be deadly," said Minister McLellan. "Whether
you smoke or not, you can be part of the solution. I encourage all Canadians to speak up
on behalf of workers, our families and loved ones who may be at risk of exposure to second-hand
smoke. The fight against second-hand smoke requires joint effort, and we all have a role
to play in the health of Canadians."
"Thanks to Heather's campaigning and the support of Health Canada in telling her story,
the debate on smoke-free laws in this country has evolved," said Cynthia Callard, Executive
Director, Physicians for a Smoke-Free Canada.. "This understanding has also evolved to
the point that second-hand smoke cannot and should not be tolerated."
The Government of Canada has invested over $400 million in Health Canada's Tobacco Control
Strategy over a period of five years - 40 per cent of which has been dedicated to mass
media. Funding has been allocated to key areas of tobacco control, including the areas
of prevention, cessation, protection and harm reduction. Mass media activities have been
identified as an important component of a comprehensive tobacco control strategy to build
on and support each of these key areas. This campaign is part of Health Canada's ongoing
strategy to reduce tobacco use and exposure to second-hand smoke.
Health Canada is also airing ads aimed at helping smokers to quit. "Bob and Martin" returned
to television in mid-September. These ads will continue to air until the end of October
and support smokers in smoking cessation.
Canadians can find more information on second-hand smoke at: www.GoSmokefree.ca or by calling 1 800 O-Canada (1 800 622-6232).
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Media Inquiries:
Margot Geduld/Carole Saindon
Health Canada
(613) 957-1588
Farah Mohamed
Office of Anne McLellan
Minister of Health
(613) 957-1694
Public Inquiries:
(613) 957-2991
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