Health Canada Launches "Two Lives Affected by Tobacco" Cinema Ad

Canada NewsWire
Edmonton - The Honourable Anne McLellan, Minister of Health and Alberta Health and Wellness Minister Gary Mar, today launched a mass media campaign to reinforce the message that tobacco does not discriminate: it kills both smokers and non-smokers.

Beginning November 28th, a 45-second ad will air in cinemas across Canada (Famous Players, Cineplex Odeon, Empire, Galaxy, AMC, etc.) until January 1st, 2004. This new ad, developed in partnership with the government of Alberta features two familiar faces and key advocates in the fight against tobacco: Heather Crowe and Barbara Tarbox.

Heather Crowe never smoked a day in her life, but spent her career working in the hospitality sector. Heather is now dying from lung cancer - a result of her exposure to second-hand smoke. She has been a vocal non-smoking activist attending numerous engagements in municipalities working towards a smoke-free by-law. She has travelled as frequently as her declining health has allowed, to share her story and to ask for measures that would protect other workers from second-hand smoke in the workplace.

Barb Tarbox started smoking when she was 11 years old. By the time she finished Grade 9, she was already smoking one pack a day. After being diagnosed in September 2002 with terminal lung cancer caused by smoking, Barb Tarbox dedicated the last months of her life to speaking to as many young people as possible about the dangers of smoking. She spoke to more than 50,000 students across Canada before becoming too ill to make public appearances. She died on May 18, 2003 - one of the 45,000 Canadians who die each year from tobacco-related diseases.

"It is an honour to be portrayed alongside Barb in the fight against the giant of death - tobacco," said Ms. Crowe. "Now that she is gone, I am more determined than ever to carry on the fight against tobacco, in both our names."

Barb and Heather both drew the attention of Health Canada and the National Film Board of Canada (NFB). The NFB, with the support of Health Canada, is developing a documentary on campaigns and activists such as Barb and Heather, that is proposed to be released on World No Tobacco Day on May 31st, 2004.

"These two women, from different backgrounds, living very different lives will forever be connected by the scourge of tobacco. Both share their compelling stories in the hope of saving others from the same fate," said Health Minister Anne McLellan. "This ad is a testament to their efforts and we are proud to be able to dedicate it in Barbara's honour."

The Alberta Alcohol and Drug Abuse Commission - an agency of the government of Alberta - was fortunate to be able to work with Barb Tarbox to get her message out. Ms. Tarbox appears in several television and newspaper ads, a movie theatre ad, a 16 minute educational video, and a commemorative poster produced by the AADAC. These materials are part of the prevention and cessation components of the Alberta Tobacco Reduction Strategy - a comprehensive health initiative announced by the Alberta government in March 2002.