17.
WHO SPECIFICALLY ARE YOU 
TARGETING?
>> WE'RE TARGETING 10 MILLION OF
THE 25 MILLION 12 TO 
17-YEAR-OLDS WHO ARE AT RISK.
THEY ARE VULNERABLE.
THEY LEAD CHAOTIC AND STRESSFUL 
LIVES.
WE HAVE MESSAGES THAT CAN CHANGE
THAT. 
>> A LOT OF NONPROFITS HAVE LED 
THE CHARGE IN FIGHTING TEEN 
SMOKING.
THEY HAD THE TRUTH CAMPAIGN FOR 
TOBACCO-FREE KIDS.
THE FEDERAL GOVERNMENT WAS ONLY 
GIVEN JURISDICTION TO DO THIS 
FOUR YEARS AGO BECAUSE THE 
SUPREME COURT IN THE '90s RULES 
THAT YOU WERE NOT ALLOWED TO DO 
THAT.
WHY DID IT TAKE SO LONG?
>> IT TAKES TIME TO GET THE 
RIGHT MESSAGE.
IF YOU TALK TO THEM ABOUT HEALTH
CONSEQUENCES, LIKE WRINKLING 
SKIN AND CHANGING TEETH, THEY 
ARE OPEN TO THAT. 
>> THE ONE WE PLAYED WAS FAIRLY 
TAME COMPARED TO THE OTHER ONES.
YOU SHOW KIDS PEALING OFF THEIR 
SKIN.
EVEN THOUGH THEY SMOKE, THEY 
DON'T CALL THEMSELVES SMOKERS.
WHEN THEY THINK ABOUT CANCER AND
HEART DISEASE AND LUNG DISEASE, 
IT'S SO MUCH LATER IN LIFE.
FAR MORE RESEARCH AND THE REASON
IT TOOK TIME IS IF YOU TALK TO 
THEM ABOUT LOSS OF CONTROL, IF 
YOU TALK TO THEM ABOUT WRINKLING
SKIN AND LOSING TEETH, THAT GETS
THEIR ATTENTION. 
>> SO IF YOU SAY TO THEM, YOU'LL
HAVE CANCER, YOU WILL DEVELOP 
LUNG CANCER OR SKIN CANCER YOU 
WILL LOSE YOUR TEETH, THEY THINK
THAT'S OKAY, FUTURE ME. 
>> OR IT WON'T HAPPEN AT ALL. 
>> BUT IF YOU SHOW THEM DOING IT
NOW -- 
>> THAT'S WHAT MEDICAL RESEARCH 
SHOWS AND THIS IS
