Tobacco Documents Online

,:ii i ii!~ ~¸~I!!~:~ ! i!i ! BRITISH AMERICAN TOBACCO Copy Request Form Request Number: 3 Organization: Physicians for a smoke free Canada I Request Details Request Date: ......................................... • • • o,,oooooo• ,eo•o•lo• Page Range: First Page ~ C3 I ~ / ~ L~ ~ Last Page ~:)C.~ \ 0 [ ~ ~ ~ Requested By: (Print Name)• •.-.- ........................................ Details below will be filled in by Depository Staff Only II Copy Details Copied By: .... ~..~~...~ ................ . .. .... . Date: ...................... Time: .,~.. .......... Copy Checked By: .................................. • • • eoeoletlo•,••o•. • lom • Date: .................................... Time: ........... .. • eo •oe•t,•.o •eeooo• III Delivery Details Checked By: .................................. .. Date: ......... ......... .. Sent By: .......................................... Date: ..................... BatCo document for PFSFC 1 March 1999

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J Children's Research Unit Head Office: Albany House Portslade Road London SW8 3DJ Telephone: 014322 0286 Telex: 8952387 Branch Office: 141 Sloane Street Belgravia London SWlX 9AY 6aaaa~, ~~"~-m~-"" ,- . -,Lo,, 1 CFU A STUDY OF THE MAIN FACTORS CONTRIBUTING TO JUVENILE SMOKING INITIATION IN KENYA, WITH PARTICULAR REFERENCE TO THE ROLE OF ADVERTISING I _I ! d i J :J J J J J i1 Prepared for: BAT Kenya Ltd. P.O. Box 30000 NAIROBI KENYA CRU 922 August, 1987 Directors: Glen Smith BA Dip 5oc Stud (Chairman) AE Sweeney BSc (Hoes) (Managing) Company Secretary: Lyndsay Brown Ll.B. Branch Office: 141 Sloane Street Belgravia London SW1X gAY O~ C3 J O J~ P,J BatCo document for PFSFC 1 March 1999

-I- INTRODUCTION The London-based Children's Research Unit is building up an international database on the subject of juvenile smoking initiation. A wide range of countries has been investigated to date, each with different policies towards tobacco advertising. The list of countries so far researched is as follows: Australia Spain Hong Kong Turkey Japan Kuwait Norway U.S.A. Sweden Canada Switzerland Argentina As can be seen from the above list, there has been no representation from African countries. Kenya, therefore, represents a very important addition to the international picture. THE PURPOSE OF THE RESEARCH The research has tw___oo main aims, as follows: I. To arrive at an accurate estimate of juvenile smoking prevalence in Kenya. 2. To examine the main factors influencing the take-up of smoking, with particular reference being given to advertising as a potential factor. C~ CD CD BatCo document for PFSFC 1 March 1999

-2- WHY THIS STUDY IS IMPORTANT I. There is an absence of reliable information in Kenya pertinent to children/young people and tobacco. 2. The anti-smoking and anti-advertising movements worldwide are attempting to establish: a) that children are smoking to excess, and b) that advertising is the principil Cause of children taking up smoking. 3. Studies initiated by the anti-smoking/anti-advertising movements invariably produce excessive consumption claims. These claims result from the use of highly inappropriate methods of data collection, such as self-completion questionnaires (anonymous), which produce gross ove____~r- claiming by children. CRU's research into this field involves state-of-the-art personal interviewing methods. These methods are standardised, thereby enabling legitimate data comparisons to be made on a country-by- country basis. CRU's international results, involving 12 countries to date, show that smoking .prevalence amongst children and young people is quite lo___~w - the vast majority are non-smokers. Furthermore, smoking prevalence is very similar on a country-by-country basis, irrespective of the presence or absence of advertising. THE CASE FOR JOINING THE DATABASE I. Independent, reliable research introduces hard facts into a controversy which is saturated with opinion. 2. Apart from providing accurate estimates of juvenile smoking prevalence, the study also addresses itself to resolving the advertising issue of whether advertising leads children and young people to take up smoking. No evidence has been found of a llnk between advertising and smoking initiation. There are, in fact, more children smoking in Norway than in Hong Kong, where tobacco advertising is on television. 3. It should be noted that child/youth markets worldwide are under-researched, and the CRU study increases its authority as an international database with every country which joins the research programme. O~ CD BatCo document for PFSFC 1 March 1999

-3- THE RESEARCH METHOD I. CRU plans to conduct 1,000 individual (face-to-face) interviews with a national!y-representative sample of children and young people aged 7 - 15 years, of both sexes. 2. In addition to tobacco, there will be two other markets included, for masking purposes, and to secure the confidentiality of the study. For Kenya, we recommend alcohol and confectionery (interpreted as "beer" and "chocolate" or "candy"). The inclusion of these two markets allows multi-market comparisons of brand and advertising awareness to be made, plus details of product purchasing/consumption and sources of awareness. 3. Respondents will be asked to detail parental/family smoking behaviour, as well as that of friends/best friends, and finally their own smoking behaviour. Each respondent will be asked to position himself in terms of a series of positioning statements, as follows: - I have never smoked - I only tried smoking once - I used to smoke, but I never smoke now - I sometimes smoke now, but not every week - I usually smoke between I and 6 cigarettes each week - I smoke more than 6, but less than 20, cigarettes each week - I smoke more than 20, but less than 40, cigarettes each week - I smoke 40 or more cigarettes each week These statements were devised for a British Government study, and are internationally applicable. 4. Respondents will also be asked to nominate the main reasons why they tried their first cigarette. A prompt list will also be shown to them, listing "other reasons" why people try smoking, as follows: - I tried it for a dare - Because all my friends smoked - Someone gave me one - I was bullied - I'd seen advertising for cigarettes - I just found one - I wanted to see what it was like - I tried it to look tough - I tried it to lock grown-up - I tried it to show off - Because my parents smoked - Because my brothers/sisters smoked 5. The interview will also focus on "the first cigarette experience". Prior research has estabished this subject to be illuminating, in terms of individual motivation determining cigarette trial. 6. The interview will also cover respondents' health education awareness pertinent to smoking. O% CD CD tJn BatCo document for PFSFC 1 March 1999

-4- To summarise, the interview will cover the following areas (for tobacco): - Brand and advertising awareness - Sources of awareness - The first cigarette and factors influencing first trial - Perceived parental attitudes towards smoking - Perceived attitudes of society towards smoking - Consumer behaviour and factors influencing this - Health education awareness where smoking is concerned For alcohol and confectionery, the first two points will be covered, in order to effect comparisons. FIELDWORK CRU has selected Research Bureau (E.A.) Ltd., Nairobi, to conduct fieldwork in accordance with CRU's brief/instructions. CRU will also provide a complete analysis specification for Research Bureau (E.A.) Ltd., and the company will also implement a series of quality control checks. COSTS AND TIMING The total cost of the research programme will be £ 35,000, excluding travel and accommodation costs. It is anticipated that two visits to Kenya will be required, the first by CRU's Chairman, for the purposes of meeting BAT Kenya, and for briefing the research supplier; the second visit, either by CRU's Chairman, or the company's Managing Director, to implement quality control procedures. If a face-to-face results presentation is requried by BAT Kenya, this would involve a further visit by CRU's Chairman. The cost of £ 35,000 includes CRU's costs for project set-up and supplier briefing, supply of master interview schedule, amendment of the schedule to accommodate local/national characteristics, implementation of quality control procedures (over a 5 day period), CRU's analysis and production of final report, to interface with available international data (estimated at £20,000). Local fieldwork/analysis costs are estimated at £15t000 £35,000 Total (excluding 2 return flights and accommodation, at direct cost) CD CD BatCo document for PFSFC 1 March 1999

-5- PROCEDURAL DETAILS I. On acceptance of CRU's proposals, CRU's Chairman will visit Kenya, to discuss the project with BAT Kenya (discussions have already been held with Richard Davies and Bob Ely of BAT U.K.). 2. CRU's Chairman will conduct a full briefing for the research supplier, and all details pertaining to timing will be agreed. 3. A CRU Director will visit Kenya, to implement quality control procedures via the research supplier. 4. Top-line research results will be available by telex/fax approximately 7 - 8 weeks from project commissioning. 5. The final report, interfaced with CRU's international data, will be available 3 - 4 weeks later. 6. Regarding results merchandising in Kenya, CRU will prepare proposals/suggestions for merchandising along established issue management lines. N.B. CRU's Terms of Business are as follows: 50% payable on commissioning, balance payable on results submission. All payments to be made by telegraphic transfer to: Glen Smith Associates (Account No. 0409911) Lloyds Bank plc 399, Oxford STreet London W.I i CD BatCo document for PFSFC 1 March 1999

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