Vol. 483 No. 2
31 Mr. Deenihan asked the Minister for Health and Children the immediate plans, if any, he has to put in place a national anti-smoking campaign in view of the alarming increase in the popularity of smoking particularly among teenagers and young adults; and if he will make a statement on the matter. [19812/97]
Smoking prevalence in Ireland has fallen substantially over the past 20 years and my Department is committed to continuing this trend. This will be effected primarily by way of a combination of health promotion and regulatory measures relating to advertising, sponsorship and restrictions on smoking in certain public places.
My Department continues to target young people as is evident from the health promotion unit's most recent multi-media anti-smoking campaign, "Say what you like — smoking kills". This campaign used a degree of dark humour to encourage smokers to question their reasons for smoking, encouraging them to quit the habit and used television, radio, outdoor and print advertising. Results of an evaluation of the campaign suggest an encouragingly high level of awareness of the message. However, it is important to recognise that even the most creative multi-media campaign cannot by itself dissuade people from smoking or encourage smokers to quit. It is only through a concerted effort involving both statutory and non-statutory groups with an interest in this area that a reduction in the incidence of smoking can be achieved. Accordingly initiatives such as this form part of an ongoing, wider programme to reduce smoking prevalence. These efforts include joint initiatives with the health boards and voluntary organisations such as the Irish Cancer Society which seek to prevent children from taking up smoking in the first place.
Examples of this process can be seen in my Department's two schools programmes. The Smoking Reduction Action Programme is a peerled anti-smoking programme for schools which was developed by the Department of Health and Children in conjunction with the Irish Cancer Society, the National Youth Federation and with support from the Department of Education and Science. Materials were distributed on a widespread basis in 1995 for use as support resources in the junior classes in secondary schools. The "Smoke-busters" project was developed by the Irish Cancer Society, the Departments of Health and Children and Education and Science and the Eastern Health Board. It is aimed at primary school children, 7-11 years, in an urban environment.
