Join the integrity movement! Who defines integrity? Tobacco industry claims integrity even in the wake of thousands of deaths



    TORONTO, March 31 /CNW/ - The tobacco industry has said time and time
again they have integrity, yet statistics show more than 44 people die every
day in Ontario due to tobacco use. Youth from the central east area of Ontario
are challenging the tobacco industry on this claim. Youth have examined the
definition of integrity and are firm in their belief that the tobacco industry
does not meet the true meaning of the definition of integrity, which is:
honesty, truth, and adherence to a code of moral values.(1)
    Youth from the central east region of the province are coming together to
inform the public about the tobacco industry's lack of integrity! With
marketing tactics including but not limited to "trendy" and flavoured tobacco,
light and mild cigarettes pitched as the healthier choice, seductive
advertising targeting youth, and product placement in movies, youth are
constantly trying to resist getting into the tobacco trap. None of this spells
integrity.
    "The Tobacco industry says they have integrity, tell that to the 44
people who die each day in Ontario due to Tobacco," says Amanda, Peer Leader
from York Yel !t Youth Action Alliance. "We've reached a point in tobacco
control, where we know the harm smoking does, both first and second hand. It
is time for the public to use its power of influence and demand the tobacco
industry to stop what they are doing."
    As part of the their Youth Action Alliances, these incredible young
people are going to be at the Upper Canada Mall parking lot at the corner of
Yonge and Davis Drive on Saturday March 31st at 1:00pm, dramatizing what
happens when people use tobacco industry products and asking the public to
sign post cards at their booth inside the mall that afternoon in support of
Health Canada's proposal in changing the Tobacco Act. This includes
significant legislative changes to restrict the display of tobacco products at
retail locations thereby ending one means of seductive advertising to youth!
    "These are incredible young people," says Cindy Baker-Barill, Youth
Development Specialist. They want to feel cared about and included in decision
making in their communities; and part of that is stopping the bombardment with
products, which will kill them.

    (1) Merriam-Webster Online Dictionary
http://www.m-w.com/dictionary/integrity




For further information:

For further information: Leslie Kirsh, (416) 553-6759

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INTEGRITY CAMPAIGN

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