Youth Smoking Prevention Parent Resources Now In Spanish National TV Ad.

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 Preventions 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 http://www.philipmorrisusa.com/es/prc . This website has expert-based tips, tools and activities to help parents talk to their kids about not smoking.