March 11, 1999

Contact: Bonnie Widerburg, (971) 673-1282

Technical Contact: Jane Moore, (971) 673-0605 

FIRST OREGON ONLY ANTI-CHEW ADVERTISEMENTS RELEASED

Chew related cancer survivor tells story in new spot

(PORTLAND) Rick Bender lost half of his face from the use of chew tobacco and now he is helping the Oregon Health Services with its efforts in reducing the use of this dangerous product.

"Smokeless tobacco use among young males in Oregon schools is dangerously high," Katrina Hedberg, M.D, Health Services Chronic Disease Epidemiologist said. "Our most recent Oregon survey shows over 20% of 11th grade male students and 9% of 8th grade males use chew tobacco products. This is a tragedy." Thirteen percent or 46,000 of 18-34 year-old males use chew tobacco.

OHS is releasing two new chew tobacco radio ads, the first anti-tobacco media to be created specifically for Oregon’s program. Previous ads were created in other states and revised for Oregon use. These new radio ads are designed to get the attention of users and potential users and motivate them to quit or not start. Rick Bender provides the voice and his story in ALucky Rick,@ one of the ads. He tells listeners he started using chew when he was 12 and had much of his face removed when he was 27. The cancer that ate away his face was caused by the use of chew tobacco.

The Oregon Health Services’s Tobacco Prevention and Education Program kicked off the latest ads in its effort to reduce tobacco use. The radio spots use humor and personal stories to raise awareness about the dangers of chew tobacco, and encourage users to quit.

To help tobacco users quit, the State also offers a toll-free quit line. Anyone ready to quit should call 1-877-270-STOP

Herb Severson, an internationally recognized expert on chew tobacco from Oregon Research Institute in Eugene, pointed out chew is not a safe alternative to smoking.

"Smokeless tobacco contains a witches brew of toxic and cancer causing chemicals that no person should be exposed to. Many believe that smokeless tobacco manufacturers manipulate the nicotine in chew to hook young users," Severson said. "Starter products contain relatively small amounts of nicotine while products for the experienced user contain extremely high levels."

The other radio ad uses western music to set the stage for a disturbing and humorous description of facial parts that are removed as oral cancer surgery become necessary.

Bender is currently conducting a speaking tour in six Oregon counties about his addiction to chew, and how it changed his life. Bender in the past has worked with the Office of the Surgeon General, Professional Baseball and has testified at congressional sub-committee hearings. Clatsop, Columbia, Lincoln, Polk, Tillamook, and Yamhill Counties have worked together to bring Bender and his story to tell in their local communities.

The Oregon 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.