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SUBCOMMITTEE ON HEALTH ANt} SCIENT'IR'IC RESEAIRC H COMIVITTTEE ON HUMAN RESOURCES HEAR~INa'~ ORDETERItIING ~~ CHILDHpCD~~ SMOKING Was}iington., D. C. May 25, 1978 HOOVER REPORTING' COMPANY, INC O~'icial Rtponters W:shiagton, D. C. S4i6-6666

I 2 C0 NTENTS STAM~N:' ' PAGB The Honorable ti:andeZl H. Ford, Democrzt, Iti;e.a2ncky A pa'r 3I roprea=ting th!o Ad.mini etration: William. H. Foage, M.D. , Director, Center for Disease Contro2.: Nornva, Rretchmer, ' ri. D. ,. Direct.or, National Xnstitufi.e of Child fiva2ti,h ~ni, - Pund 13~*Tuan Devolapmrnt; and' Jahn Pianey, pirector Of f ic:: of Smok3.ng s;~d Health, tepartme:nt of 1c 11. 12 j3 I 15 16 17 1i9 2'1 Rezith, cdc:yat'~on, and, ~Te3.fara A pan,31 of b{ gh QC:tQOZ studanLLs : i ~ ~ Ua E?3'a;2 H.{gh! Scizoo? , Martsn a:'I:a1Z!°y, L~arrc?'~:~,r,,,M~, and 4 27 ChariEs Griffith, Goraa'ga Co? lege High School; and' Ja"as Va-leo, sel.:hardu-Checy Chase High Sc}oo2 56. Apt:.~l consist:.ng of s Richaxd T., E`vans, Ph.D., Professor of Psychology, Uuy.vcxsity of HGu:4on, I?ou3toz, Texas, 3ames 1-7. Swin`liary, Ph.D., D:rectcr, rubIic Cc=-e.ni:c ations CE`a ~`~"-~'r ,"-~'r, FCa't?c'u~1 ~ia.*io"', I~o:.' YOL_lia c~a^L iLi PZ'~::I' ~'~ Ci~Z~, FrGsidept,. Grti Dolrad: h Znw. ,. ~?t s Yo~-1;, F:~v YQi ti; 75

C O N T E' Ni T S (contcl) S:TA'aEMUT PAGE A paTZe1 cfln3istiAg of'r 01 LaSa11o D. E.effall, J€. , K.D. , Presidont-@lect, &marican CancAr Society;Donaad Yota.Qag,, M'.D., Plcxnbsr, America'n Tb.oracic Society, 'and Formar t+edical Dir+actor, American Iy::na Association; Robert Mi., Uawg;hQrty, J'r., R.D., Ph.D., Chair- man, Subccmmitteo on Smokia.g, Prms-rican Hcart Association; JoiL3 S. Banzahf', IIS', Execut; ve 1'1'~ Directar and Chief Couzxsel, Action on Smokfing 12 and Haalt..*r 105. 13 1E 15 16 17 18 19 20 ~ 21 O ~ 22 CD 23 ~ 24 ~ 23

Barham 1, 2 4 7 8 9 10 1T 12 1S- 14. 115 1s 1'7 LAY IN 18. 19 W 21' 22 >'1EARI.NGOh1 DET~,'FL12, IiiiG CHIIirDHDOD SI+;OKING THURSDAY, MAY 25, 1978 United States Senzte, Subcommittee on~ bealth and Scientific Ressarch of the Co:nmittee on Human Resources, . . YJashington, D. C~. ~ The Subcommittee met, pursuant to call,-ia Room 4232 of the Dir3:sen Senat+e Oxfice Building, at I0 :14 a.m., the Hon- orable orab26 Edsaard M. Kennedy, C'hairman,, presiding. PzEser,t: Senators Kennedy, Schweiker, and Chafee. Senator Chafee. Ladies and' gentle-me:a, we will now start our hearing. Senator Kennedy is unable to be here until later on, but he hais a statement. { ['^he followi'r.gwas rieceiw~.~-a for the record:: ~:-~ 25

27 , STATEMENT OF APA_'~EZ REE'P,E'SENTIN6 TdE AD- } MINISTRATT=: R*ILLIAM',W. F'OErE,.A.D. , 4 4 5 DIRE :TOR, CENTER FOR DISEASFs CONTROL; NORMM KRETCRMiER, M.D. , DTR'ECTOR, NATIONAL INSTITUTES O7CIiILJ HEALTH AVD H'i1MFiU DEV£LOPIAENT~ AND JOEM PllkidSY, ' DTF3,^I,'OR,, OrFICEOF SMOKING AM RE_a:IT.13, DEPARTIKEh"X ON HEc~;?.,TKi, EDO.C••r IOK AND S!E.IFA= i.F:Y I:~ Senat!or Chaf~.~. Tn© ne.vt panel will be made up of Dr. 10 William Foega, D3.rs:to_ of tho Canter for Dissws':Control in 111' Atlanta, and pr. ."rSUrman KrntcY~;s frcm thc Nationml I3sititu'tras I ~ 12' of Child Hcalt,h and Suau Dev6yoprctints and' Jollin Pinz-key', ; ~ I ~. ~ 13 Diractor of the Offzce of Smaking and Realth in HEW. 14 Fell, gentlemen, x,.: w2lcome you hero. It ir my privi- i5 lQge to have known Dr. Foe:e and €ceen him before. And why i6 doa`'t wa stB-rt off with Dr. Fofzge, and t,Y.en ti-e will take the t'7 others. I 19 Dr. Feage. Ehanu, ycu, t':'r:. Cha~.-mman. With you.rr permi8sion uW wo:Ld Yv+serS: tL•ie for th:a rccord and read only, s®locted po_- 20 V 22 24 25 tj.OnE aE our taa1:':17T1Ll1!. I N Q monai toY' Ch~ f~::._ ~f~::. L in3. N ~ jThz fel lowi^g x.*as rC:ce3ved for t}Q records ~ G11 ~. 0 ~ U

37 11 2 7 10 11 12 13 14 15 16' 17' 1a 19. 20 21 22 23. 24 25 respon4ibility. j The ten &eparatowarning reessages would a_tract greaterr interast~, through both novelty and varie_y, t.ban tho single message now used. SeRaral of. thezyn--for example, the one osa da.,-naga to the unborn child--would have tr.+s further advaai of c$Ilang attention to apecff{c threats that may not yet bb. Wid.6ly r+acr.gnizod. If the decision is aade to requira a variety of smassages, the specif ic wording of each nee-ds to bt3 carefully considered. I would moge~ that the conditional "kiay bz" cou3.d' be avoided, zz3 that in every caaa r.here the Evidcn :e is supportive that the force of the s`atement "is 'da.nge-rous" could bu ret.ained., ~' I would em-pbasizc that inrar.nf.ngs should be requfsred in adver- tising as well as on packages. Scctioo 10, I+ir. Chair-^...an, is the portion which is to us the hcart of th€ 2egislat=on. This is the area of greatest concerc to the Dop3rtn ,nt. It is also the, area in which we have been the least successful in, the past. W© can point witit: someAridr to eiCnixica:nt decreases in smokiag amoag.adults-- fsrst tmo:z g n*.cales ar:3, receTMtly, a'mong, fcmaaies. But with chiZ':~ren and youth, thepicttira is di€f ezesat. Smo'.i::.g a.AOrg bo, s has h+ard].y chang3d i~n tah~o last d+srrAo. (1u- most re.^.es*+t fice;.es, wh3czh 'wi.il be upda.,ad', riurizg, rher coming su=.:r, sh:,w that five rsascent of boys betweon 12' and 14 mmokot just undpr 20 percent of boys 25, ar,d 16 smoi:e: and

38'. 1 2. 33 8. 9 t0 17' 18 19 20 21 22. 23 24 25 sozmwhat mo1ei than 30 percent of boyo 17 and 18 smcke. ago 18, the habit of smoking is wo, l-establishcd, and we think this is tnnfortunate a:nd' shocking. MeanWhile, smoking among~ girls has incr+aased' dramatically. In the 196 0' s about twice as many boys aa g ir ls smoked': now, at evacy age, Yavei girls are smoking atthe same rate as boys. S3+snator Sch"ikQr. Doctor, do we have any in€ormation or ovidenco at all to indicate why, what's the reason for the upsurge among fceenagn girls? D=. Eo;aga. We are aot c3rtQin of this, but we thi.nic that this is duo partia? zy to the now equality of the sexos that we arasaoi''x:g, an<3' wa ar=* hoping, theareioro, that now that they are equal they will both go down together. Senator SchwoikAr. Ecrnzal right to get lung cancer to- gether? Dr. Foaga. xhat`s riaht. Tha lagislaWion which you have introduced recogzizos the imporfrance of' reEOarch in d'iroc: itzg our efforts. k1ansed to learn more about smoking behaviorr tha:n we know now, particularly rrc-g;arding smoking behavior alIIong' c;laldrt3a. In the Prosident's budget for FY '79, wo are requesting $4 m3Z!lion for t'hzi r3 :tionai Inst itute on Child Hi3alth and' Hum.an Development to f.nvesuigatG the childhood ds:Y.ermi.aants of sJoking baiis;rior. 1'~t this point, ].!et me em-phasiz® that the primary goal I 1~

I 4 6 1i0 11 12 14 15 16 17 18 20 21 22 23 24 39 of our pr+evention prograraa with childrOn, as well as adults, is to provide eduvetion and to conduct resaa:rch that will onhancet not reduce, pyszsc,nal choice. We must understand that am13-ynar-old smoksr dces not necessarily represent free will. That,smokc3r may well be, the rfc:pTesientatf.on of bondage due to insufficion.t information to makm a delibt3rafce informed choice. Do our te=agrjrs truuly understa.nd, as emphasized by Secrstary Caliieno, that smokiF-g is inde:td sZQa•-motioa sui- cide? One of the riosL affective ways we have found to infiorm chiidren and young people is through health educati.on in the schoo? s. Sozo e=cc13 ent schooZ curricula have alroady been dv=lalop::d and t3slZ:~d' for ©lc-.~fiary school ch=_ldren. There is a part'ic-s].arly urgent nasd to dQvelop Educati on- al prograAs for taer,3gc:.s. bT'hilm we are gathering new know- led7o, wa rust aiso a:aly, wti.at we alrewdy lasow about tecnag6 at;:it-u?ats toward smoking, and about how te~ag~srs learn. SurV;:y$ Li3'tT;'ir,t .9'h1vva, for •.,5tr.~~..°L'cai L'haa,: --W$rhty-Fcuz pvrc.-n_ of teenage, mo ,ers aci*eit that smoking is haitt-forring, ---E:i.xt;y-nfsn.e Frarcen¢ Leal{ to ; h~.t suotiing slows thsm dov.n in sports, --Two-th3.:da baix*va that smoka.Mg is just as harmful as thcxr doctors and tra-acb-ars an& parsr.:s szy, --And half of them- hope that khez they have. children, I

40 their children tvon "t EsoKe. The final section of S. 3115 calls upon the Secretary to study and report back wit.b{ n two years on the relative health risk associatl*d with smaking cigazcattes of varying Levols, and the relaticnship of ta.r, nicotine, and variouss 10. 11 12 13 14 15 ' 16 17 18 19 20 21 22. 23' 25 additivQs to health risks. These ttmp qu3sfiions, in ojr opinioa, are asong "tho most 'am: orta'at public health guestions of our tihe. Y143 are nowl be3iam-1.ngvo.r3: on the 1979 Surgmon General "st -Report: Thi.ss will be. the most i,apcri.a.r,t ta%vic5w of informaia:onon smo3ting sirace the j<ubL*.ca'~.:ioa of t~'~e, or~.gi•nal r~sport nearly fiftecm yflars ogj,. As part of this efLort, th« zacacias will be Ioo~~ing att the changes c4laich have ta):en! place in thr3 ci;arette itself,, and will attexapt tio evaluate th0 2ealth sig'-nificanr.e of these charegcs. On fiahebasis of this ir_forrnatioa, KEili will focvs attenwios on many aspcc3;s of tye cuestions pcsa: in, 3118, r.nd it is our hope that this information will be available bafore. !I . thc' c*zd o€' two year's. Se,nator Jcbz.M:i'•:Lr.. May T_ intorrupt just one minaao? We just m&rl.ad up tho L&bor-HvW bi1?: yWsz:a..:day, amd on. the ,:aalttu t2:ucation. t.raoSzi:g :~cllAon I think, the P.c3.mi.-Astratron-- not cn child health, but the oth-;:r--wc took it frcn 8 million, re,_uost absrae the 12 a:ia.lion the House p•at in to 2E11 million. S-3 wa did put 20 miLlion in th.e

2 3' 9 11 12 14 t5. 5I3 evidence, our policy and our po6xtion has beesa very definite- ly to encourage people to szno3:e lowAr-ta:r lower-nicotine ci- garett4s. Sezaator Kennedy. Okay. Scnator Chafee? Soaa:or ChaRw. Dick, do you have any cjuesti'mns? Senator Schwsikar. Jus t a coup? :. ' Firat, I do: want to coument CDC and HEWfor their work in~ this area. I am strong- ly supportive of' the bill xhar.e ~ra talk-.44 about clean indoor air ar:d noa-s-p okers' rights. I thin}c this is long owordus, and whilo I have sose problem-s wit!h other scctions of the bill, I don't have any probZems with that and I strongly sup- port it. I assure you that in tarms of the appropriations aspects, we will giva you the money to do the job. I would like:4:o ask one or two questions. Dr. Foege, you ineMtioned on p3ge 12--or you ask the question, which is 16 a darn good one: "Whyy docs it appea;r that fewer college- I 17 i I bouad youngstors srr.aYa: than. thosa who do not plair to go to : " 18 ~ colloga? 19 i was ast-oun5e3 rocently to sag a survey at Princeton, 20 at ths%: small pPScas-:3go of co'.l!rgo guys who smoked compa-red 21 to w. Qn I was in collrag;e: IjLst coul:da't believe the sta2is- N O ~ As uoss th9 are trua uestion I tios d t but a arentl h : ~ ~~. , g y . , pp y . , .q CD 23' I hava. is, it seems to ma trt:r® is s.n awful lot to learn about ~ tt;e pae_ group pressure of the coiiegc male and'why he isn't ~ 24 C11 2'5 smoking, and. the paeT group pressure of tha young teenage g,al

11 2 3 4 5 8 10 11 12' 13 14 15 16 17 1 £3 19 20 21 24 25 54' and why she is, bccause peear group p=os.sa:: e aQc= to have worked in completely contrary r®alms, and yow are obviously geared to that, so that woiaad be part of your survey. I would assuQO. One of my questions is--stxcncturally, with your new of- fico in HEw1' that Mr. Pinney is going to head up, is that cor- rect? • Mr. Pir.rsy. Yes, sfr. Senator Schcaoikor. I3ow will you integrat+e, though, with tha National In:-tifiutc of ChiZd~ mca.l.th, because they have very s,opa:rdte procedures on pa--r rev::gws of pro j3cts like this, and I am, all for the io v-ogrztioa--bu : isn't that a prob- lem? ~ Mr. Pinnoy. It is not a p*_'ob}.em, Senator. The phiZosophon w;aS.^tn thos office is based ia oae of projQct m.amagemant. In I esseQca, tha Secretany felt that thQro was not enaugh atten- tion at his level on tlld prcb3.aza of sm king and health. Thara waa a lotgoing on in each of ttter Institutes, but the ques`cion was : aral we directing what reWou:Fons we havato tho best possible meann and ends? Ard, for examplo, with the National ~ .~ Institute of Child Health arrd'. Humaa Dsvelopimz:nt, my role woul~ ba c~n3: ofd~iscus~~aa.rnc~ with Dr. Fra~:~ch-n2r ~thatri~s pr~ogr~*~ _a1-s:~oun.^,c~~Gn t,c~~Gnt would say in tW~s of ®licitcing! good sound rQ-- sva.rch in Lhe r~rea~s tha-~ c~v have idontified as top priority. The actLa~l corat~n~: of tho reseExc b p_-oposa.x s and the pa:

56 2' 3 6 7 10 11 1z 13' 14 15' 16 18' 19 20 21 22. 23 24 25' Si7R1EAM?1~"TS', OF A PAiaE,Z!, OF IiI''nE SCHOOL SstTD-WT'S: sI3EP;RSts WOLFF AND 2r:0IR& Bt£I1LEY, TMCriF:'CtJLATA $ICE SCHOOL; MARTIId OrbiA.LT EY. MART SDLM.'S, AND' CI3AR3aE'S *G.~FFI's"B, GONZAGA COLLEGE HIGH SCHOOL; AItD XAH5S VAI.EO , HETMESDA-CHEVY CI3AM SIG,1i SCHOOL SQ!nator Kennedy. Wa~ will have a paaell of high school stucLast-3 from Gonsaga Col2rsge High School, Immacula:a School aad tha Bethesda--Ch^vy Chase High School. Thxoughan over- sight, the Tra.T,aculata as:d Bnvhcsda-Clbestry Chase High Schools ware aou mentionod', on the formal w;tnQss list, but they have II.mea: euormous2y cooFarative as the young students have. We want to uc3 c=3 you to th6 C:ai :tea. I think tha Congress of the Dn:{ted Statss galZc its iaform.::iom f>om a vartet:y of' sosces. We have iui this hegisLatfou that we have . before us aow--Fre are trc:ig!g to deal with an issue wnichI than1; ia of enormoL3 coLcorn to pare.^.ts all over this country, perhaps all avur tre r.rorld--parouts whoss pearhaDs first in- tereat is tho good hralth of their childrea, parants who are ia,^rzasingZ.r concorned! about t..:L ^:ip3osion in torms of thao co:sumption of cigaratt-es. As so many scicntiiats aud ressasGh- cr.s and fa..~:a:3'y doctors ha'vca poia:ed' out-, Whc scle;•ztific i..°~for- maticn is very clzar that wc, axa rc.ay l:y hcaded for a typa of hcA3ich carastropre in t`,':is tatvir,,n if tha kinds of projections rt~?ur~ havw Wa kssn p..~ce r:.: k-%B: a 3.Q68 a•:^d 1974, amo ng young ceoplQ. Am

8 9 i0 20 21 22. 23 24 57 moog tsenag4srs, in smo!sing continues. I think all of you must have bean impressed by what some.of our_distinguis:hed researchars and doctors have pointed'out to th.is Committss. And' wo are frying, as wra should, to fi:nd' ways and maaas of working with local co;=unitios and working with you and your aasbciatss in the schools ~to try ar.d' find' out if th®re ia some way wE can work in paricnQrship to ro2ivve this g,onora- tion, this younger g~ta~~eration, of theburd.6n of smoJ.itsg. We realiza it's complexj o,a realize it involves a vari©ty of difrcreat guastio3s thati affect young peop1e--and wa want vroz-y much this morning to hear from youi, w2&y 'yoa think iss the nature of the prablemanca thra srays and means that we can tes : deal with it. So cve are very, very grateful to have you' join us hmrss l t3As morrning. Howtaany of you havo ever testific3 boforo3 W011, it's ~ aoth3ng to bc concarue3 about, uno wa.u : just to hear from you inl yo2.r owr, words. I draw your a utcint:+.on to tho charts that we have over P:ero that show im t.,':oss four disfe_~:a ::a: segmen:.o3 arcas th3 vexy si.gai {i cant growth in the numb,;:rs of regular smokers u2twcaa 196& and 1974 by caTious ago categoriQs. And we can sse #:rs tha youragest age, from 12, 13, and 14 year old, an eightfold incroaEO;' corresponding incrc!a.ses, Forhaps aot parcentage,eisc, bt^t cor"uainly' from the nlr.mbers dramatically

ss to 16 17 ii3 19 20 21 2 33 ZA 25 . , continue intha 15 aand'16 a.ra~ 27 to18-and this is, asvte can see in thG*chart that ict just behind it, at this point the gir3.s are viz~-~ay ly evmm with thca boys in terms of' use ofcfJgaacattes., 8ut nonntltulomit has be= doscribed as asa explosion in torms of the use of cigare9:tes, aad've would likr$ to try an&sort of gain yourvicws about the i!esucs. Wa would I3:ka to h,,.ar from you your own views about emn- kingm r-m are not trying to make any moral judgmen+ts obvious- ly, but we zro, fctyxnq to find out abryut--you can s`art off with your naraas, your ages, ann' wharm you go to school, and then we would like to ask you about -%r,hathar you sm-oko and whe:z did ycw sta .~ znd sc-ma other questions. I think we w3.'s1 gat started maybe over hmro with Thoa€®ss. Ta1 k is~t c o the -- mi;~,-,•s, if you wQuld, and 9 ivQ us X our r~amop ag~. ~ _ r and where you go to scliacl, justt ini_ia13:y wa will intrcduca GYurs:12vGs. I am '1od', ..~fi~:3'9.y fT.oi3 bi8.3A,2chuf3e!:L'"''.S~ S,£.'"n.'12.to'r Caafea from Mods Isla.nd, and Senator Sch-~3i.k+Qr frnm PQZn!syl- van3a., and we arn zll fr°_*,~rs of t'_hv HeaLth Subccmmittee that is coacd rned w•iti^.thislegi,slation,. .S© juct give us your name, your age, your F,chcoZ, a titrer. wo wil.,l con:e to -'raz.• of' tTMa~ questions. Niss t7al.ff. I am Th-ereee 'Rolff, I am 17' years old, and % plan on goicg to Y:3st tTirgia{'r. Fashyaz next yaa:r. . L~•cra L~~~r>a? Scnater Chafe3. I,--d you jtst graduated

59 Riss Wolff . Iuanaculata. Miss RaiLl®y., My name `ie. Xoira Reilley, I' am17 g and I have just gra,duuated from h¢mactasata Sigh School. Mr. 0'i4a.lZay. I am Martin 0'Mallvy, 15', I am a frashmaa 7 10 11 12 13 14 15 17 18 19 20 22 24 25 at Gonzaga College &igh School. Mr. Adams. I am Mark Adams, I' sm.15, I am also a fre:sh- man at Gotnzaga. Mr. Grf:ffitr. I an Ch!arZos Griffith, I am 17, I ama rt2uic+r at GQ3zzgz. Mr. Vaiwo. I am James Vaa na and I am graduating from Hathiesda-Clwsvy Cbaso High School. Senator Ef..mr_ady. Could you te11 us, mayb; by just & show of hc.uds, how many of yuu szmQ1:e? Mayba we could start wiY.h you, Tharese and Moira--wha.n did you start? Miss wOlff. fi.ror.c3 14 or 15. SArsator Zeaaedy. E'.~hat about you, Moira? F"Uss P-3i'3lEy. I5. Se,:a4:or Ja:n s? a) I f~~ . ['a3.oc. YCs, s rras 13 . Senator Yaauedy. t+';ar}.? rx. Adams. I was 13. Soaator Xehnad y. I know tliat `'s a tesy ycars ago, but do you think you could try aad vaybe tell us about why you. de- C::d:d to s4:~ ~ y to smoke or not to smoko? Was it sort of a

60 11 12 13 16 17 18 1'9 20 21 22 23' 24 conscious decisioa? Mis,s Pteilley. we2:l, basically when people start smol•,ingg ci'garettes, it is iecauso of peer p_sssurs: your friends start to smokc. A:od then it ia a choice of whether you want to- be, sort of' left out, you know, by peoplc of yo~.tx owa age lif you don• t start s~aok.irg, you kaow, thay sori of look downou you. Senator Chafse. What perce.utageof the girls in your class smoke, arould you say? A Miss R,:131sy.ZAl my class I would' say about 8!5 percent. Sc:,ator Kcnnady. tihat F-bouL you, Theresse, when you starte :' to mo3Wr??' Kis;a cFo? st. .i staar:ea s:acking mostly because I like it. I wo:.ald' say 1 sta::.tad smoking probably to fit in with the, crowd. Se, ator i:a.~zedw. Let me zsY, tY:e oo:css who do smol:e-- couzid I j sst sac yo s:.r hac;as again? How nany -of your parents smoko? E3ih yomr p~~.ra2ts siaokc?" Mr . valco. onci of mine. Sanator Keunz-e5.y. Gns of your parents. Howabout tha oocs that dou ` z sno;tQ, do your parents gmol::e or not muoY.a? Fri;x":iu, what, abQut that? Kv. O° iFmllcy . Or:c of rix pareut:s smoltes, bst ho ±'s not a c'.7z'Sisw;';3t ri::ok.aT_'i he ]us~``. has sflL'1w C:'wary onCa in a Whl ilfBl. Mr. Criffiti..`:. Eauh of -mize smoko. SL,!tELtor Md you ciozlt smobe. Flar;:, cto.lat about

2 3 4 6 14 1'5 16 61 you.. Mr . Adams. Neithar of my pa:rcnts smokes. My mofi2ier used to, but sho qu.tt.. Se.naltor F,emedy. Do your friaads thtnst at all, about tb0 2tealtii implications of smokizig, or doI you sort of think about it and think it is not going to happen to me? What kind of -a sensedoyou or any of your,frierds have about whetherit, really is goi no, to make much of a differauco in terns of' your heal'th or no w? Both your oLm view and wh3ti you bflar some of your friandQtalk abrsLt~. Mr .©"2.aZ1ey. 'np11, I would say that kids my age ar en''t really conceraed, with th& health issues, youi know; they ta11Ck about it may be. But th* main tha;_~g that they are doing it for is, you know, jiusr to fit in with the crowd. Smoking is somethlng that most a.du?'ts do:. So I P.h.ink the reason why the kids do it is just so t3z3y can get a feeling of, you know, 17 :-l:isu Feilley. l1arurity. 18' It I 19 20 21 22 24 2S 1ir. fl1i:-:41J.'0y. Yes, m3furi.ty. But I c?ou`t t.izir-k they aro rsa3.iy co: caru;,~d th:;.i: u:u.ch with the health { rauos. Sr--:ac: tor P'anr.edy. h'hat a,boca it, Jim? Ni .Valeo. Wa11, t:=hcn I fi€Ft startod to szao Ae, you know, I ia.scd' to think it cokl:dh't Qzpp": u to mo. I cotaldn"t got ill from it, ?' FTas imusZo to it or, sonsthiug. But now that I am Ilf ' old3:, I have be= thimling--T_ ~. caz: sSG how it has affected

62 my a;cility to run any length of' diBt.Gncp, you know, my wind. Senator Kennedy. Are you an athlete?' Mr. Valeo. Well, I used to run track, I usal to sprint. When I' sprrintad, it didn't make a dyffarence, because, youu 17 know, a hundred, yards--that's. nothing. But I am talking about doasn't vTorY, because th-sre ar+s too many times wbsn a cigarette tasS:es good--that's what i:, boils down to. But I amjust going going to quit amoJting, b,3causo I can sse th-- effect t3lat it has had on se as far as thal.; gooes. Sanator SchFraik+er. A:~e you going to guiw cold tcurkey, or, ho: a: e you go{ ng to quit, Jim? hs. Valao. k'ell, I hava tried Wo cut doten, a,nd it just going out to raa twolor threo miles--I 'don't know vDothar I couUdo it anymor+s without .huffing and puffing at the end off it. But aow, you know, I have made a vow to myself that I am to go all ths way, quit~ cold turkuy u.rith it, rLern. I quit. Senator Charee. Chsxles, InoticQ that you don't smoke 18' 13 and h:~th your parents smoke. Nov, are you involved inathi®- 20 , tics or what particula:r raason do you not ssaoke? 21 22 . mr. Griff3th. I didh't saoha--a lot of my friends startle C+ to smot,e back in 7th a:ad' 3~,.°~, grauos, anr1' my parents emokcd, IV i t4 be% i"3~pemrtdrdMt.~~~ aL3 I just tr`a~zt~ '~0 1,_~ . 1 23' ~'1 I ~ t~ stitiLudE of ~ i T bo S^ t F a 3: ,t you a u X._ ua Wr a': m ~ ~ ~a H 24 C!1 thw sc'-,oo1s arout th,3 smoking. Do your schools: cr3rn:.t it, doGW 25

2 3 7 63 ttaay'diiscourag+s it? Does ttat sai:e any differencQ? What about it, Moira? Miss Reill.ey. Most Catholic high schools, I would say, allow it for saniors. Our high school didn't all'ota smoking at all. Ganara:lly, most public high schools,' there's so muchh s:2oI:ing tharo is nothi'ng you can do about it.- But I would generally say that most schools allow it; thcre's hot much you caa do, so many Faorlc,isa;ak6. SGnator Rc3um-dy. What about this health issura, Th,"resra? 110 il 12 14 15 1 °' 19 20 211 2? 23 24 Do you thir.k that many of the yoUUg:sr people that get started givQ that very mjch attenticsa or much t.hough~.:, or d+o you: find cut when they got a little o1d= that tzl~qy begin to give { t more and then ara they hoo3:ed' on it, or whaQ? Miss Wolff. When you f'ir:.t start smoki.zig, it doesn'fi-- zt least sv'~th a--, ifc didn't take ®ffect unti2• lik® a couple of yssxs a,ftar, like.aow I canse3 that I can't ruaas raur.hh or parwicipz,,,c~ as much i'n activi:::.vs. I doa rt thizik they raz.33:y icolr into la, thra health coacaiticas: of ft. Senwtor Koanuz2'1. PfarI:, what do you think? Do you think t?:ce v think much a.txout th~:, hea:.th factors in tha s:.'~pkiag? W" Psp. P:riam3. VLh41, I first W:arte~H, yes, 1: thoua4t about' ~. 0l :~at. b=zt I fiaraT.--d, j oL know•,, that i wotil3n''t be smUl:iug iayNwholc Ii;es Z figured l<il:e cthe.z I' turnad 3.8 I would stop or ~, ~ som-ething z'ikra that. 0 G't' But now, as tima goes by, you know. A 25'

64 I 3 4 5 6 £anator PCsnnedy. You are thinking more about it, about trhsthiii to stop? Wh~.:t do any of you t'hia1: would ba---laave some of you thought about stopping smoking? I.at me saa a sbowof bands. How many of you thought about stopping smoking? Jirs, you thought about it. Sanator Schciaf.ker. Hra's going to do it.. Sonato, Fennc-lw. 1ttG's going to do it. What do you think 7 are :roa11y «t~e factors t'.at vrould make a diff~ncs in wh!sther you ca3 stop or not? Is it ag;zin what is laappening with your fri~,r~d~~, your colleagu~,s? Or do you think tho fact that you o a o Y * b' a t~ h 1'tU i~ t'' ti ? D* tti '~ h 1 91 10 11 v n rc ~ ~~. ~~ 6a p zca ot~ cws a,L e p you i2 r ~ 13 or a,`~co•aYage you to stop sSnokisag? = a do the m FJ1- cu tl~N n: a:~= th!s `-Mn r s that ca~ heZ' ~ost . y p 14 m 1] rs to stop? in f.arms of ae:cting tEx:znaga ,1. 15 !f . Hy ss P.!:,il1ev 2~fost 4r~nagc,,s azGn't rc, ~ 2y weZI in~`ormr~d ._ 16 f~ _. c. .. _ 11 about thehealti pro'~lc~^_~. You see co=3rci&.'1•a ard ads that I] 17 f1' in twenty years you mR ght deve2op lunv cancnr, °'`y• vou know , I" _ 18 !1 you start or somatkifng 1'ike that. But when yot~ ora young and m„ i• 3;i of th ? do 'hj t ; ff o - : t ~ you nc, ., g n r : ong Uc ~ s: y ci C r u ara 0 20 II ~ N ~u`=t t?~~n.ki:~g, aroLt now and you a.rc th3.nl:ing abou~--I will wp~ 21 1II' CD 22 24 just try smoring fbr a uhi:Ie and then quitc. ~ But you would havc tc s;:art at tho schools probably, ber- Col CJI cause t-hat is wh: r6 i^.ost people start. And if you caa stop peop:!3 from smoking at Echocl, th~-n i:hay are 'Just not going to 25

2 3 5 6 7 10 17 i8' 19 ~ ~ 20 21' 22 24' 65 develop a habit. And then it wouldn't ba as hard to stop.. Senator Kennedy. I think you put your finger really on the key qaestion, and •>:hat ia, you k.aow-are there things that can be done to prevent youngipaople from gQtting started What svggastions do you haveon that? Maybe we will start wi';:h, Jim. Mr. Valoo. I have thought aY~outit, and it would have, to start really at E,n early age. t~'ran I was young I was totally against smoking and I got my fatlxer to qnit snwS-t3:ng. Staatoa. Kennedy. How young was that? Mr. Valeo. I s.m talking about 9 anci 8, in that area. Because I had teachers back thf:n also~ that would say how bad smoking is, and, you tmww, what it could do, to you as xou got ol des,: , and so on. But th.er, as I got into junior' high school, the emphasl.s on s-mo3cing--thoonly thing wa raard was you c='t smo :z s school; that was it. But wa ne've+ heard why. Andso it al- most t beca.rm----jus;: to dcfy authority, V;e would su•ol;e. And if thcy Lep'-w- ahta emphasis up, iatccauso, you know, it's a pretty i,-npresw3:ona::b~~.e ag,e, eve. through high school also--if' the e.rtphasis ti:as kept up on why you shou't d!n't smoke, not just that you c,ati °2 sscoke, I think ".,hat ;:L-t would uaPh o a big diffar -N C ence. N ~ Senator Schwaiker. Jim, howdid you get themoney to (~ft ~ 6uA 7r1" ouy hab~a? Zn ofiher words that can t-un seVetral 0 25

7 8 11 12 13 14 15 16 17 i8 19 20, 21 22 24 66 lsundred bucks a year. Did, your foll:s, giv0 you your moaey?' I?idh,'t that got a little expensive aftor a while? h4r. Valeo. Idon't like to take an allowance from my parents unless I have to, when I aza not vcorkiug. I try to work at ski shops, whatever, as often as I oan, becaus® I just think I would ratfi:ar, you know, be able to support my- malf, , at least as far as spending; money g+o©s or anythd:ng along thoce lines. Sonator Chmfaa. Could wa just have a show of hamdis--how many of youhave over seea in yorst achoo3s edo.cational films on the bad effe--ts of sraoJ:ing? But you are in tho same school. Miss P.eiZl®y. Differant classGs. Sanator Cha`c::,. Diffezent clastas. t,ihaS: did you sce, a f i 7m? h.'i.ss P.9iI'2.ey. A film, in physiology; it was on t.h:9 body, things 1i1.s that. Aad'l occssionally thay wrould hav& topics in the sci ezac+e crurse wh_re they ro'Jievz cancer, ard snccking a.nd things s1iAc that-`~~at''sJ~ust one ;rime$ter,outofthe whol,oYear,. Sezator C13.afeL. pad if you did-u't happan to take that coursce in p; ysiology; you Ea.ouldh't see the film? Miss RoillEy. Right. Sciiator CMafec~. And nona of thQ rost of you had any edu- L5 i1cat; one:? -_in assrmbiios or Mti-th"ALLg likCi tl;at--on ---

I 10 67 Soms.tor Schweiker. Or phys. ed. or h3a2th cl'asaes?' Miss Reilley. No. - Sewatcr Rean®dy. Let m3 ask you--w2tat would bo your reactioa to sort of the school provfdiugithiss iugo=matioa?' Would you consider it, well, they doalt want us to s=3te, ao t3~isr+sfore thoy ara jan-n-iztg it down our throat, you know, a continuod plot of th3 forces of authority in our i3.r-es; or do! you thiok young people woulld really, if this health mes- sago were providad~i.p ascientific zzd kisafi of no-nonsense way,~ really laid ozt~~ the fac.s~~ intsrms ofycat.ng,peopl.a, do 1~ (I, y'ou thiuk itwou2.d'mal:Qa difterencein: tarcros ofi:heirdoci- sicns?~ t2 13' 14 15' 1W 17 18 19 20 r:, Y'~.+r.t do you thii:.k?' Nir. Adams. YFol3, EthiakI that would saka a big, d3.ffer- enca, because =ost pMopl© who start smo}ang don't rea11y know what cancer: is 1Akv, and if they were gAvou scz3 axamples, ;.z ku slxow;ng fiZns at an ca4..liar age than ju.ior high school, th.ia:3c that f:hat *onld, really prcmvent a lc•b of' scokiag. 5rI13'~O's' ~^?L:^~d,; . Cha'::1ev? Inr. Clziffzt:hi. 'Kal1, I tMinsc if you h!ad films or son-Ithirg ~ of p2optO c:i;o aro nayba in their 20`s or so, vhich is not far ogr' frow our age--atzd, you ks ow, saa t..he effects that it has 22 ~ 23 24 25 had on ehr= already, ti3:e 'r':of'.a and Thmiyosso had trouble running, or, JWX-13---and~~ sa-0 th~c iong•-tV-M ~ ef~fccts,~ th.--Ay are there~,,~ butit~~ tb2 sho?-.:-term tqffects are tTMaxe, 2oo. Yoc: know, it's not that i 2024956058

8 10 11 1'2 tj 114 15. 15 17 18 119 20 22 24 25 68 far" off ` before you.will starttof,eel 4tho affectsof it. And' I think if you saw a young person not much old3r than yo, the etffect it has on him, it would have ae.or* impact than somr body who is sixty yz?ars old arA ' has cancer. Sonator Schwsiker. I would like to ask of ' the pzopla ai smoke, when your parents found it out,,.what was thoir reactic Didthey try to talk you put of it? Did thay say it "s yourr decision? Or did youlhavo an arg==t with thaai? What rea;c- tion did your parents give? Jim? tkir. Vslvo. Wall, my parects zevur told' nee flat out I can't smo:.a; and I r.avettert it f•rom them af.t2Mr. They En- ~ couraged mQ Anot to sm-oke, and they f.:E:ppt using the examplo, well, you suRpp3d. iac frc:m srokiragi, u*hy are you smoking now? But z:hazy ji~st told no what it could do to me, but I didn'tt rea3.1y pay truch attcr.tion to it. But they didn't just put s~rn iroa tlia-n'd down and say no, i ca^z't. Swnatar 5chweiner. Mark? Mr. Adams. 'rihen my pa.rsnts first found' out, they roally kind of said, it's your nerxsion: :.f' you kant to hurt: youas6lf, you know, you can dozt. But they onwoura:gcl me not,to, n~ottostart. Sia.zat,or Scnwef ker . Theresa? MIEE ;-7o3.ff. They ancouragcd = not to definitely. r;y' parents wEL.ea'fi piEaaed at all, Zi024956'059

2 5 7 10 1i 12 13 14 15. 16' 21 23 24 25 69 Ssna°tor Schwo "I' r. Mo iraT Miss Reilley. 69ell, my parazts-there "rs not much you can say when you smoke, you,kncw--you are: siettiag a badd example yourself. I' xnaau, they can't tell you not tio!do it if they db it. So all they can say, you know, is it's your, dacisionvyau make the choico.But it •is nmt what we would want you to do. - Senator Schwpil'.er. Gotting back to~ the question that this pauol is really asking up~ htire---what is the most mffac- tive rraythat wo,cauiraputou -thatdEcision?t gathar if wcwere tc asxyou tYisquestion wncathGr an imputfroayourpareats, wLo would tuhte a strong stand,, veress education and films and input from tho achool, wh:at is your an!swaras to ~` which would hc mo :t effcctive in y our j'udgmcut for all kid's to stop smo.'sing? t4iss: Raill6y. I would say that it would have to come N from,the schcsol,a.ud c=ducatiaa aad thQ m6dia eources, ttir*3 N like that. Zmaan, your, parrs.~ts will play a role in your (Q C11 I sr~otciug or not smouir,g, but avan, if tlzay, say not to,tbere 0 are so ma-ly t~~es that* , 1r= cas j!ust go ahead s.ud' do it aszy- 0 . way. Scau:;.or Sc;r.vrai3:er. F.fght, and that is usually am iiavita- tion to do it c.uywray, rag,ht3 Miss :3eilZ,ey. Yos.. Scnator qean*dy.On this point, w-hat do you think is the

most Offective in presofl'tibg this message to the studsnts in th3 schools. Are yculbetfer g,ottingiit from your peers, your colleagues, your classraat,os? Are you bettQr getting the i 10 11 12 13 l 14 i5 16 18 19 20 21 22 23 24. 25 message from a teacher? Are you more imgressedi, do*{you tihink,, if you gat it from an athlet+a that is kind of-waZl-known? Wha't do yon think really utakes the most impression? Or a doctor? Hiss Rsilley. I yaould' say your pears, aad sommon's with a little authority, you know, a little oldc.,r, maybe could set an e.Yamplei. Eut, you know, someore who has gone through smo- king and has eYpc=b ~~~: c3d i~.: and' can rala„o those sxperiences to yoU, sseMeone that is more your ag®--you wou2d' be more aptt to lists'n t:o thc-mn. Senator F:zn. sdy. about the _e,st?, I?'.r. Va1'eo. h'e:? l, ?' feel it would really be a combination of a_Z ox t.i;em. I a~n iFepressc--d by attaletes;' and whm I was ycuLc, if I had r43 an afdile'."oi ccma: up a.ed' say, you t:now, coya on ani bc li ke mo, don't sm*ha--that would ma;:e a big iap.ross~'~~cn. Eut Z ti*ouldo also nec-d tiae support of my friondis zad' whatever; if' I did smok:, I would r:aad thmir support to:czp na st ;_ ,~To~a Ino~z, to ~:c~p r~ off of th~ for a Khflo-- be-cause it's a hard hab it to braak. And toacl+ers aud pasouts both also. S--..c*_-ybody' 3 iapu°: hulps. scr.atQr Ke=sdy. This :&a govd' point hero--aad IwouZd jusu `Jn '_• 3ivicated fn thQ re'ac'tioz; of Che rest of you to it--

71 Jicn' m::ntioninq that you need the support of you= parants, y=needthe support of the school, you nmed the,eupport--. som,s health messagee within the school:' I suppose what you aze also talking about is othar kinds of 'co=uaity activity that you are inRrolvad in as weil, whether a boys club or a girls club or various kinds o€' organization, that t.1-4tay aro conscious andl thay are working, onit,. I suppose sous, young peop7.'e i:*rauld' be 3mp;zassad by, those activities aswol'1. i•7haa youasa talkitzg~ aaaout, Jim. I sttpposo, is a really pretty sonEitixed cc=unity ar:Iioca.l effort about the health fa-mrurdsof ssr.oking. Would you all agroaw~'stah tJ3at as a thought?' Lot me ask you just finally: what is the impact of tcle- v; sion? You ses, you know, all the advert;~.si.ag--e:.cuse, me, it's not oz television, but you ssa the ot hor advertising in ma:Sariaes and mer*wuapws~--doas that havQmuchof' an .'impacfis Youare~ alwayssw-.%,zga higrugqad' rwn orwomaalightingu,pa cigarQtts? Mr. Adarns. I doo't ttiink the aaECrtising oulTv' is aerioLa er.cugh to not p:_oP?~ .~.~ to stop z, I think if they makoit more svrious. S=a;:or Ker.nedy. Do you tYi3_nk if you had counficr- advs-tysi'ng on 2it ther radio or te3ev3 sioa, that that would be of' Eomv vaauej too? Probably a tough question. Swna::or Schwaihe_. L_-t ne ask, hoir auch of t?to

2 4 5 6 8 10 11 12 13 14 l'5 16. 17 18 19 20 2t, 22 24 25 72 advertising about pro,=okimg that you see in newspapers and magazines!aud bilZboa..rds_.•hoW ms_h do you figurb that is a factor? I mean, doos that nake it glamorous? Boes that look like it's a mattrs grown-up thing to do? Eow much o€' an impact xouldyou say--what you might seo in an ad in a nGwapag:sr or maga=ia3 or billboard? Miss ftill®y. The ads tx:emselves ar~ pretty ridiculous as far as making you start to smoke. But just the fact that you! ssa ads eve.~:ywhsre for em.o3ciag--everywhero: it's impossi!bi to got away from it. It remir.d's you of smoking, it makes you i ;;zzt to have a ciga.retto--thir.gs like that. Tbaral's just so much of it, you can 't got away from it. 3aaator Chafee. dim, what prompt€sd you to try and per- suzde your father not to smoke? N.r. Valco. Fatl, z' could sca fihsn what it was doing too him. I n3an, he just wasn't agile; he couidn"t run an;pmorm, ho cauldrr't run uFbtlirs or aaything like that. He just couxda't lead' a rcally active lf f9 uswil, h!© stopped smoking,. And m_v taacher tFc,;3n had sa{d, if yaLr paronts smokW, you should try to get thsm to stop; b;.cau,s;; it ; s really bad for : ham arxa so on,. those reasons, that proaptod me to hclp*--tcs try and help anyway. Senator KCrunztiy. Wall, we thamk you: for ?a3;.ng~ with us t.h3:s morning an3 far your a.u.sc,re.rs,. Is thure anything any of you would like to say to us? B Q:

. 75 3 STATEMNT'S OF RICIiARD I. EVN5, PTi'.D., PFdDFESSOR, OF PSYCROLOGY, UNIVERSITY OD;" HOUSTON, BDUSTON, TEXAS: JMFES W. Stti'ILEBART, PH,D'.., DIRECTOR, PUBLIC CC110iUNICATIOL,S CEI:TER, P'SLUM MiA2`!QR, NE 2IEW YORK; AND PAUT.~:.A GF.EEN, -PRESIDENT. GttEEN DOUiATC1i ADVERT'ISING, ZNC. , NEW YORK, Na:,WYC3RF: SenaSr.or Eoracay. 1io hzvo got our ae~t panel, I bc3lieue,, ~ wittl Richaxl Ev@ns~--Vx. EtranB, tr. Sv3.hehart, and PautLa Gream. 11 12 14 . ss 16 1'7 18 19 20 21 22 24 25 Dr. Evans? Dr. Evans. Yes, first of all I would like to commead the Senators on their 6uestions of the teGnagers. I would like to invito you a.l7l to join our research statE,, because we aredoiag exac21:y th3 same thi.ng. SenatorKann,edy.Iju st, tMoughtof a., gidodoue: after ttheyy iaft: how many of 4:hem would have not ste:rtad if thoy knew what' they 1cnttr zno,7? Dr. Evans. W61? , I' am not going to read a.".ormal stats- m-m-1t here. Lscausn I th; uh a uznzber of ' tbings have come, up whicl5 1 cwuid msaond t-o tMe-:t might be a tiore effective use of my t:rc. F sry;: of a3l',, I E:cuM 2iJtio top'oint.ot:t :hatI am current- ly tho d'{rtctor o€' thQ Smoking Scction of tt:3 Eayl'or Coll'ege of hfCdicina Katior.al HwarL and Blood Vessel Resea;rch and

76 D.cmonstration Center. I am princi.pal i.mveotigator of a, Heart and Lung-supported pro jcct which is really directed at dtorryng, tho onset of smoking in chfildrez. A,nd happen also to ba academically professor of psychology at the Unipe.rsity of Hous4on. Now, working with Dr. D*BiaYJ:o ['phorkoric l' aaart Center and tryi.ngtolookat,soms of' probably the mo,st wel3.-estab3.isP2sd risk factor number of diseases,, I hegan to rezli.zo W 11 12 13' 14 15' 16 17 16 19, 20 21 22' 24' 25 t'ht t dG3llrcg with fi.headdicti.be s<uoker is probably a lot loss of a payoff than probably goi.ng im!to an azea that has bec.a tuzaxploTad ralativeZy and'tryiug to deter the onset of amok- i.ng. Now. i.'hat* wo found is: through our res ;arch by iater.- vicwir:g: largegrcUps of pr3--tea:::age'~*s ad d teenagors, and looking at tho whole ra.ngs of swtiking, a:aa391 began to emerae which~, inf`er-ost2.Lg1y e:ougM, is pa-,etty waly supported by tha% tee..:agcrs t: at yo. just interviewed. It se=3 that b the tsm-e thc ch; Idrs:a roacb tAe 7th grade, virtually all of' r::h~k'ra-licrn sraoharg ira dangeroas. it sc:ns that bafore theirr t~a years thcy tako thf~.s very concrotal'y, so they 3:iterally t.hinl* it can }:ill szr=ccao and t_`-~^- y^.y try to do things like per- suade their parents not to ssno'.o. Boa on reachi. ng 7th grade, differcnt things bsgin to happen: they bQcome very present- orio}ste5,. rbr oxa.mple, ar ssages which say you are going too gatcamc~c~rw14:n you, ara. cuiteo~ld don,"tmean, muc'4 to them--

77 they are living in tha:present. They sas other ki~.ds smoking that aren't dying off i=ediately. Also they now becom© influenced by paer pr+ossure,, which was brought out by th.eseyoungstars axtremzly w©l1,. This paar pressurQ is vary important. Por example, wa have pro- duced sano, filmswh~ich actnallyshow wth~at, these pres3~uresare like and' how, -for exanpl!e, some youngsters learn how to say rao to than--for ax.arpl:d, they might tuak+e an excu .g like I Itavd~ gota.n a2lc3rg,y'not tosmoko,butthepressure,can be very high and vexy itntangiGO: they s:znt to balong, they want to be accopted at this age. Also, as vras azrezdy noio;tcd out, we found--which coufirms a lot of othcr data-that if' both parents smok© ths likelihood of childran smol:ing:i,s obviously voxy hig,h, anff only omsmokaW it is saraEi;hat less but still fatirly~ htgh,~ if noii:h»°r~ s¢no},e it is sesnewh~p-t ~loss. Another th3 ng that ca.rrs. out, which I' think is very i:m- I 2'1 22 23 poytant: ovQrtly., consciously, thcy uaua7:Iy are not really aware of' hoa t4hc mcdia a€f6cts them, how, tthe cigaxQtGs ada work,. For example, we producad soxE information, gave thom sort of a shart co=se, }:T~....-d of s:n early Marshall McLuhan, trying to gat fih=k,n touu3eszI.-and h--w in fect the, meadia worked,, i:ow i•hc-y asnrinaL-d off by theis part of our fllrs. 2Lnd most off t;i-= conscicusly say, woll, M know they are fAOling us, and so oa_-bit, as a naoltw of f_ct, fihe?'+e's y no doubt a,'actx~: a w, f~h~e.~o is a covert inf luc~ncai' : olllcctiv: y W

4 and ovec t'ime the sa.me skills which advertis ing agencies can effectively use in sal2.ing almost any product--and often eelling the produ:t without the conzumar really knowing how thay are bain.g inyluanced--obviousy y can, work in thc3 area of initiating smol:ing . Hou, what we have domand' vfihat vo azo currently doing 8 9 20 ~ 11 12 13 I 15 15 17 Z8 19 20 21 22 24 25' is engaging in a 3..ong-term invest;gation in the Houston, Texas, school district. We are following children,, beginning 3a the 7th grade--and cva will bQ foZlowing, :h= l:r.zoughhigh achool--_and' havo pradaced some films and ruessagos which in fact are directea' at training the children h,rwwto resist thoss pressures. Ftaih.or than having adult authority ffgur©s preach- f.ag to thn1:n these films, we have childrrmths:aso2ves pre- senting the fnfor-matio.n. Wo actua2ly have 2ear.ncd from t2be chiidran how thay say no, for ='aap3.e, how ~.hcso iaflLeaces c,-crk--and ua atta,-npf: to trans_*r..itt thS s 5etic:ra1 tsam-as during the year. Anothn: thing tLaa;: wa foLnd is very, v~~ry importaet.-~-•r.ad . i t was {^.tereq'Ung thZt it wsS broughb out in tho tostimony fFom the chi} d.ren--ia that if' you can make aMassaaa indiczta ~ to tha child that therc is an a=a-s-de ate phy3'olag; ca.l effect o` the sm-o1king, ratharr than emphasi.cln that at scma later point I thoy arQ going tn, gn r ca_rcor or h-_axt dis; asa or what have you,, tY.laa~ SL_,:- aato~~ b- ~~ acnethi:7g ~ tY±at~ is~, not ~~ uuy y~ eff~ecti'va~~,~~ but o= st-avy shows ghat~ 1tY: gradr_-rs, for cxamp3.;3, would Frefer.