News Release
2003-89
November 24, 2003
For immediate release
Health Canada launches "Two Lives Affected by Tobacco" Cinema Ad
EDMONTON - The Honourable Anne McLellan, Minister of Health and Alberta
Health and Wellness Minister Gary Mar, today launched a mass media campaign to reinforce
the message that tobacco does not discriminate: it kills both smokers and non-smokers.
Beginning November 28th, a 45-second ad will air in cinemas across Canada (Famous
Players, Cineplex Odeon, Empire, Galaxy, AMC, etc.) until January 1st, 2004. This new ad,
developed in partnership with the government of Alberta features two familiar faces and
key advocates in the fight against tobacco: Heather Crowe and Barbara Tarbox.
Heather Crowe never smoked a day in her life, but spent her career working in the hospitality
sector. Heather is now dying from lung cancer - a result of her exposure to second-hand
smoke. She has been a vocal non-smoking activist attending numerous engagements in municipalities
working towards a smoke-free by-law. She has travelled as frequently as her declining health
has allowed, to share her story and to ask for measures that would protect other workers
from second-hand smoke in the workplace.
Barb Tarbox started smoking when she was 11 years old. By the time she finished Grade
9, she was already smoking one pack a day. After being diagnosed in September 2002 with
terminal lung cancer caused by smoking, Barb Tarbox dedicated the last months of her life
to speaking to as many young people as possible about the dangers of smoking. She spoke
to more than 50,000 students across Canada before becoming too ill to make public appearances.
She died on May 18, 2003 - one of the 45,000 Canadians who die each year from tobacco-related
diseases.
"It is an honour to be portrayed alongside Barb in the fight against the giant of death
- tobacco, " said Ms. Crowe. "Now that she is gone, I am more determined than ever to carry
on the fight against tobacco, in both our names."
Barb and Heather both drew the attention of Health Canada and the National Film Board
of Canada (NFB). The NFB, with the support of Health Canada, is developing a documentary
on campaigns and activists such as Barb and Heather, that is proposed to be released on
World No Tobacco Day on May 31st, 2004.
"These two women, from different backgrounds, living very different lives will forever
be connected by the scourge of tobacco. Both share their compelling stories in the hope
of saving others from the same fate," said Health Minister Anne McLellan. "This ad is a
testament to their efforts and we are proud to be able to dedicate it in Barbara's honour."
The Alberta Alcohol and Drug Abuse Commission - an agency of the government of Alberta
- was fortunate to be able to work with Barb Tarbox to get her message out. Ms. Tarbox
appears in several television and newspaper ads, a movie theatre ad, a 16-minute educational
video, and a commemorative poster produced by the AADAC. These materials are part of the
prevention and cessation components of the Alberta Tobacco Reduction Strategy - a comprehensive
health initiative announced by the Alberta government in March 2002.
"Alberta shares the commitment to prevent young people from starting to use tobacco and
help current users to quit," said Gary Mar, Alberta Health and Wellness Minister. "By encouraging
everyone, especially young people, not to use this addictive substance, we can help save
lives and build a tobacco-free future."
The Government of Canada has invested over $400 million in Health Canada's Tobacco Control
Strategy over a period of five years. 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.
Canadians can find more information on second-hand smoke and help on how to quit smoking
at: www.GoSmokefree.ca or by calling 1 800 O-Canada
(1 800-622-6232).
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Media Inquiries:
Carole Saindon/Margot Geduld
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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