Caledonia Argus

Students take on big tobacco

Posted: 4/2/02

By Shannon McKinney
Argus News Reporter

Thereís nothing teenagers hate more than being manipulated.

It is for this reason that Target Market (TM) has been so successful. The TM campaign has unveiled the many ploys that big tobacco companies have used to get kids hooked on smoking.

This is the last in a series of four articles focusing on the successful efforts that have reduced the use of teen tobacco use in Houston County. Target Market is funded by the Tobacco Endowment Fund that was part of a $6.1 billion settlement from tobacco companies in 1998.

The Argus talked to four students from Caledonia High School: sophomore Carrie and junior Stacy Meiners, and freshman Willie and sophomore Julie Abrahamzon, who are members of TM and are working to stop big tobacco from targeting kids.

Some of the information being exposed includes this quote taken from a document of the Lorrillard Company, producer of Newport cigarettes, ìThe basis of our business is the high school student.î

Or the response of an employee of R.J. Reynolds, producer of Winston cigarettes, as to why he didnít smoke: ìWe reserve the right to smoke for the young, the poor, the black and the stupid.î

These comments and more can be found at www.tmvoice.com.

Carrie Meiners said she joined because her friend, Julie Abrahamzon, joined, and because it made her angry that tobacco companies targeted youth. She added, ìI liked how it was just a bunch of kids fighting back. It think itís cool.î

The first time Julie went to a Kick Ash Bash in April of 2000, it was to get out of school. But she became hooked after she learned what big tobacco companies were doing to target children. ìIt made me angry enough to do something. Also, the fact that after the settlement they were supposed to stop targeting kids and they still do in magazines and store placement on shelves,î she said.

Willie joined after his sister, Julie, come home from that bash. He said, ìShe said it was a lot of fun, you meet a lot of people and you fight the tobacco companies.î

Stacy said, ìI got a lot of friends who smoke and it worries me that all of the young kids today will begin to start smoking because they are being targeted by tobacco companies.î

Julie and a few other students have been trained to give a presentation called, ìManipulation 101î, which talks about what tobacco companies are doing to target kids.

For example, said Julie, in the past tobacco companies once claimed that tobacco products werenít addictive. ìThey put out chocolate or candy flavored cigarettes. There is cherry flavored chewing tobacco and mint flavored cigarettes,î she said.

Smokers can join TM

Whatís unique to TM is that anyone can join. In fact 25% of TM membership is comprised of smokers.

Willie said, ìI think the reason itís so successful because they can be part of it even though they smoke.î

Carrie said, ìThe main message is weíre not anti-smoking, weíre anti-industry targeting youth.î

Right now there are over 30,000 members in TM in the state of Minnesota.

Member of TM are involved in planning special events to spread awareness of tobacco companies targeting kids. Last April, TM came to Caledonia High School and held a ìRip It Outî day. It involved getting students to rip out tobacco ads that target youth. Students received a free C.D. of music for the ripped out ads. All of the ads were then taped up to the walls in the cafeteria.

The foursome returned recently from a trip to Minneapolis where they spent two days with the statewide board, which is made up of kids representing different areas in the state. The four were elected to the statewide board. They represent the southeast region of Minnesota which is comprised of 11 counties including Houston, Winona, Fillmore, Wabasha, Dodge, Mower, Rice, Steele, Goodhue and Freeborn.

The first day of meeting with the board involved shooting a commercial for TM and the second involved updating the legislature on TM. Every year funding for TM is re-evaluated, so the legislature is updated on the efforts of programs that are funded by tobacco settlement dollars.

Stacy said it was exciting to talk to Senator Bob Kierlin.

Carrie said District 32B Representative Michelle Rifenberg was in session and so they left her a note.

Julie and Willie were elected to the executive committee, which is the governing board of TM. Willie explained, ìWe make all the decisions. We meet a couple times a month and talk about events.î

The group also returned with new goals for this year. Julie said, ìOur goal is to work on staff with public relations and media.î

Tracy said, ìWeíre going to start a a crew and whoever wants to, can join locally.î She added, ìWe were going to see if we could get a mural painted in the new school. Thereís an artist in TM.î

A special Amnesty Day will be held this Monday, April 8, to give tobacco companies a chance to apologize for all of the bad things that they have done.

ìThereís different things you can do to get your community excited,î said Stacy.

Last year Julie and Willie went on a trip to New York City to try to arrange a meeting with Philip Morris of Marlboro to discuss Marlboroís teen anti-smoking prevention program.

As part of the settlement, tobacco companies had to sponsor a prevention program. ìItís proven to be really ineffective and they spend tons more on their budget than TM does, which is way more effective,î said Julie.

There was never actually a meeting with Morris in New York, but an attempt was made. Julie said they went into the lobby area and talked to the receptionist who was polite, but unhelpful.

They had brought with them 10,000 postcards from students who were thanking them for getting caught smoking. Willie said that eventually a security guard escorted them outside, where they promptly began displaying a sign mocking Marlboro.

The students were also asked to leave by a police officer.

Willie said, ìI thought it was pretty fun.î

For more information on Target Market, visit their web site at www.tmvoice.com.

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