FROM JOE CAMEL TO HIP, FIT GIRLS!
In this article they talk about athletes and adolescent smoking, how cool it is to smoke or is it? The notorious Joe Camel demonstrates how cool and popular he is by smoking. The United States Women's Soccer Team, the National Cancer Institute, the Centers for Disease Control, and the United States Surgeon General got together to fight Joe Camel using the athletes. Some of the athletes were the U.S. soccer stars Shannon MacMillan, Tiffany Millbrett, Lori Fair, and Danielle Slaton. These athletes tried to demonstrate that soccer was "the perfect antidote to teen smoking" (p 336).
Donna Shalala used the 1996 Olympics in Atlanta, Georgia as the event to launch the antismoking campaign. Shalala was the secretary of health and human services. Invoking the overused but nonetheless affective imagery of athleticism, nation, and teamwork, Shalala announced that "preventing tobacco use among young people will take the stamina of Carla Overbeck and the precision of Tammy Pearman.
But, most of all, it will take that winning combination that underscores every great athletic effort the good old fashioned American teamwork" (p 335). The media picked up on the SmokeFree campaign efforts and funded Soccer Ã¢ÂÂ¦ Kickin' Butts, a document used as an clairvoyant analysis of the "physical and psychological benefits of playing soccer as part of a healthy, smoke-free lifestyle, including weight management, stress relief and building life long friendships" (www.smokefree.gov).
Roddy Reid, California's antismoking campaign, labeled smokers as "isolated individuals, postmenopausal women or postclimacteric men, shapeless members of the working class, French nationals, the genetically deficient, addicts, serial killers, gangsters, and in a more humorous vein, farting cows" (p. 337)(p. 136). His analysis of smokers is not truthful it was meant to scare children but the only thing it did was label...