Youth Smoking Prevention Parent Resources Now Available in Spanish

National television ad and website remind parents to talk to their kids about not smoking

RICHMOND, VA (November 28, 2005) - To raise awareness of the importance of youth smoking prevention and to encourage parents to talk to their kids about not smoking, Philip Morris USA is airing national television advertising in Spanish. The advertisement, which airs from November 14 to December 11, reminds Hispanic parents that when they find common ground with their kids, they can establish good communication and talk to them about not smoking.

“Research has repeatedly shown that parents are one of the greatest influences in their children’s decisions about not smoking,” said Rafael Art. Javier, PhD, clinical professor of psychology and an advisor to Philip Morris USA’s Youth Smoking Prevention parent communications initiative. “Knowing how to talk with your child about not smoking can go a long way toward preventing him or her from smoking or helping your child quit.”

According to a recent study published by the Centers for Disease Control (CDC), 21.6% of Hispanic high school students reported current cigarette use[1]. The CDC also reports that nearly 22 percent of high school students nationwide currently smoke cigarettes, down from about 36 percent in 1997.[2]

“We are pleased that youth smoking rates have declined significantly since 1997,” said Howard Willard, executive vice president of corporate responsibility for Philip Morris USA. “As the manufacturer of a product intended for adults who smoke, that has serious health effects and is addictive, we believe we have a role to play in helping to prevent kids from smoking.”

In addition to the national television advertisement, Philip Morris USA has launched the online Parent Resource Center in Spanish at www.philipmorrisusa.com/es/prc. This website has expert-based tips, tools and activities to help parents talk to their kids about not smoking.

The Parent Resource Center also provides a free, downloadable bilingual brochure called Educando a los niños para que no fumen (Raising kids who don’t smoke) that offers additional information for parents on ways to start the conversation and helping to resist peer pressure. The brochure includes:

* The latest news on youth smoking
* Tips on finding a good time to talk
* Ways to help your kids say no to peer pressure
* Extra information for parents who smoke

This brochure, and other free resources in the Raising Kids Who Don’t Smoke series can be ordered on the Parent Resource Center at www.philipmorrisusa.com/es/prc or by calling 1-800-768-7297.

[1]Tobacco Use, Access, and Exposure to Tobacco in Media Among Middle and High School Students --- United States, 2004, Centers for Disease Control, MMWR, April 1, 2005 / 54(12);297-301

[2]Youth Risk Behavior Surveillance, 2003 --- United States, Centers for Disease Control

Contact Information

Media Relations

Philip Morris USA

Contact via E-mail