International Week of Action is a week of activism leading up to the Academy Awards to build awareness on the issue of smoking in youth-rated movies and how smoking in youth-rated movies encourages our young people to become new daily smokers.
Many people don’t realize that smoking in movies has increased since the 1998 Master Settlement Agreement. The Master Settlement Agreement prohibited tobacco product placement in entertainment accessible to kids, but did not ban the practice of smoking in this kid friendly entertainment. The Centers for Disease Control and Prevention (CDC) states that, one million youth become new daily smokers because of smoking in youth-rated movies.
Reality Check of New York focuses on getting smoking out of youth-rated movies and also works with local media outlets to establish smoke-free policies. The more youth are exposed to smoking the more likely they are to smoke. Local Reality Check groups are holding smoke-free movies events and also are having a regional event in Buffalo, New York throughout this week. The event in Buffalo is to kick off a future event in Toronto that they partner with the Youth Advocacy Training Institute(YATI) and Smoke-Free Ontario. The purpose of the joint event in Toronto is to bring a real international awareness of the issue of smoking in the United States’ movie industry and how it affects the rest of the world. This is the third year in a row that these groups have come together to bring awareness to the issue of smoking in movies and how it influences youth to smoke.
For more information on how you can build awareness on smoke-free movies visit Reality Check or the University of California San Francisco.