January 12, 2000

Contact: Bonnie Widerburg, (971) 673-1282

Technical Contact: Clay Parton, (503) 731-4273

OREGON LAUNCHES NEW ANTI-TOBACCO ADVERTISEMENTS AMID PROGRAM SUCCESS

Cigarette sales continue decline, new television ads highlight risk of impotence.

(PORTLAND) As Oregon's top health officials unveiled new hard-hitting anti-tobacco ads, they also reported continued strong success in the state's program to curb tobacco use. The Department of Human Services, Health Services, reported continuing declines in the consumption of cigarettes, and data that signal a possible reduction in youth smoking.

Gary Weeks, Director of the Department of Human Services, stated that cigarette consumption has declined 20% over the three years since voter approval of ballot measure 44. Also, preliminary data indicate that youth smoking rates may have declined for the first year in recent Oregon history. Weeks cautioned that it is too soon to conclude that youth rates are dropping, since this is a one-year decrease.

Saving lives and protecting Oregonians from tobacco is exactly what voters expected when they enacted Oregon's Tobacco Prevention and Education Program in 1996, said Weeks. "We believe these are the kinds of results voters wanted."

The newly released ads continue an already successful media campaign. One new ad emphasizes the link between smoking and male impotence. The new advertisements, airing statewide beginning January 12, 2000, are part of DHS Health Services's Tobacco Prevention and Education Program.

"Smoking is a leading cause of male impotence. If the risk of lung cancer, throat cancer and heart disease don't make men think twice about lighting up, perhaps the risk of impotence will," said urologist Ivan Sandoz, M.D.

"For decades, the tobacco industry has linked its deadly products with virility and sex appeal. It is ironic that their product is responsible for many of the sexual problems experienced by males. Until now, public discussion about male impotence has focused on treatment, especially Viagra, while ignoring preventable causes of erectile dysfunction like smoking," said Sandoz.

A portion of the television commercial features a man and woman flirting at a private party. After lighting the cigarette, it goes limp. The woman looks puzzled, then frowns and walks away as the voice-over says, "Medical researchers believe cigarettes are a leading cause of impotence." The tagline reads: Cigarettes. Still think they're sexy?

A companion outdoor ad shows a rugged, good looking cowboy with the symbolic limp cigarette dangling from his lips, and the words, "Smoking Causes Impotence."

Additional ads focus on the dangers of secondhand smoke. The outdoor ad, which will be seen on buses and billboards, reads, "You think secondhand smoke knows how to stay in the smoking section? Secondhand smoke kills." According to the DHS Health Services, secondhand smoke is responsible for about 800 deaths per year in Oregon.

Oregon's Tobacco Prevention and Education Program is a comprehensive effort to reduce the use of tobacco and exposure to secondhand smoke. It includes programs in local communities, schools, businesses, media and special populations. The program is funded by a tobacco tax increase approved by voters in 1996. Ten percent of the new revenue is allocated to tobacco use prevention and reduction. The Oregon Quit Line, a toll-free telephone call, is a cessation counseling service available to Oregonians. To quit tobacco for good, call: 1-877-270-STOP (English), 1-877-2NO FUME (Spanish), or 1-877-777-6534 (TTY).