March 18, 1998

Contact: Bonnie Widerburg, (971) 673-1282

Technical Contact: Jane Moore, (971) 673-1032

GOVERNOR SPEAKS OUT FOR TOBACCO REDUCTION

(PORTLAND) Governor John Kitzhaber today unveiled Oregon's new Tobacco Prevention and Education Program, a $17 million comprehensive statewide effort aimed at reducing tobacco use. "This is a bold step toward ridding our state of the deadly effects of tobacco," he announced.

"This comprehensive program will attack the plague of tobacco-related disease at the most effective levels--we will be fighting the problem in our communities, in our schools, in our workplaces and over the airwaves," Kitzhaber said. "We have learned from others what works and what doesn't, and we are implementing the program in the most efficient and effective way possible."

The program is targeted at both adults and children and focuses specifically on reducing youth access to tobacco, protection from second hand smoke, decreasing tobacco advertising, and encouraging smokers to quit. The Governor's presentation highlighted a statewide, paid advertising campaign set to begin next week. It will include television, audio, print and outdoor advertising.

"Cigarette smoke is a killer and everyone deserves protection from this avoidable health risk," Kitzhaber stated. "As a physician, as a parent and as Governor, I want to make sure that Oregonians of all ages are not exposed to the effects of this deadly habit, with its cancer-causing and poisonous chemicals. The price in human pain and suffering affects us all." Each year, Oregonians pay over $1 billion for the direct and indirect costs resulting from tobacco use, and that does not include the costs from secondhand smoke, according to the Oregon Health Services.

Kitzhaber highlighted the five main components of the program: creating and strengthening local coalitions; funding comprehensive school based programs; implementing an aggressive media campaign; funding innovative regional and statewide programs, including tribal and other multi-cultural programs and organizations, and ongoing evaluation of the programs effectiveness.

The Tobacco Prevention and Education Program is funded by tax revenues, as directed by voters in their passage of Ballot Measure 44 in 1996.