Canadian Medical Association Journal 1996; 154: 1318
Consequences and fear have failed as deterrents. Could a cartoon with the theme "Are you still doing that kid stuff?" tarnish the glamour of smoking as a rite of passage?
An effective cartoon could also be the subject of a postage stamp. Other countries have found stamps to be a money-making way of getting an antismoking message to a wide audience and to be preferable to an expensive advertising campaign. The tobacco lobby may object, of course.
Gordon J. Mack, MD
Vernon, BC
Concerning consequences and fear not serving as deterrents, we must be careful to recognize which consequences are relevant to preteens and teens. Proving that you are no longer a small child and being independent, tough, cool, thin and glamorous -- these are what count! So let's be relevant. Teens could be asked: "How do you feel about giving up your money for cigarettes? About having bad breath? About becoming addicted to cigarettes? About losing a summer job that a nonsmoker gets? About being less attractive to someone of the opposite sex because you smoke?"
Concerning the tobacco epidemic and postage stamps, it is sometimes easier to take action than to prompt bureaucracy to do so. Therefore, the Tobacco and Illness Committee of the British Columbia Medical Association is planning to produce and make available at cost a rubber stamp with a strategic message about tobacco. Interested physicians can use the stamp on their envelopes. We invite readers to submit suggested messages for the stamp through CMAJ's letters to the editor. Let's make Dr. Mack's suggestion -- "Smokers, are you still doing that kid stuff?" -- the first one.
Frederic Bass, MD, DSc
Chair
Tobacco and Illness Committee
Council on Health Promotion
British Columbia Medical Association
Vancouver, BC