Tobacco Media Literacy Resource for Schools

Nova Scotia's high school students will be better armed against tobacco advertising thanks to You Choose -- a tobacco education resource for teachers and students. The resource was launched today, Feb. 8, by the Office of Health Promotion. You Choose encourages high school students to think critically about tobacco industry advertising.

"Everyone knows tobacco use is harmful, yet many young people continue to smoke," said Health Promotion Minister Rodney MacDonald. "School-based resources like You Choose are an important part of our overall strategy to reduce tobacco use among youth.

"Protecting the health of Nova Scotians is a priority of this government," said Education Minister Jamie Muir. "It is a shared responsibility among government, schools, communities, families and others -- and, together, we can help students make the right choices for their health."

Tobacco advertising is very effective, and young people are a clear marketing target. You Choose is a series of media literacy lessons designed to help students in grades 10-12 become more media savvy. The lessons encourage students to analyze different forms of media, including television commercials and magazine advertisements. They are based on tobacco industry advertising and an ad video featuring 10 anti-tobacco advertisements from around the world.

"Our goal is to encourage students to question the media messages they are exposed to, particularly from the tobacco industry," said Nancy Hoddinott, manager of the provincial tobacco control strategy. "If they have the skills to analyze what they see and hear in the media, they will be able to make better choices when it comes to tobacco use."

The You Choose high school resource is part of a larger public awareness campaign to ensure the tobacco reduction message reaches communities across the province and to reduce tobacco use among all Nova Scotians. Other initiatives include print, radio and television advertisements, a workplace program and a youth-targeted website (www.sickofsmoke.com).

Nova Scotia's tobacco control strategy, introduced in October 2001, is a seven-part plan that focuses on: legislation and policy; tobacco pricing and taxation; treatment and cessation; monitoring and evaluation; community initiatives; school-based programs; and public awareness.