Teens' toxic shock blitz in Australia

TEENAGERS are the target of the new national tobacco youth campaign: new shock ads that show smokers inhaling chemicals such as those in paint stripper, toilet cleaner and nail polish remover. The hard-hitting ad will air from december 26, confronting young people with the deadly reality of nicotine addiction. WATCH

The campaign is aimed at stopping the 45,000 Australian teenagers a year who take up the habit from having that first cigarette.

Part of a $25 million anti-smoking push, the ads warn of the 4000 toxic chemicals found in cigarette smoke.

They include ammonia, found in toilet cleaner; acetone, the active ingredient of nail polish remover; and toluene, found in paint stripper,

Among the others are hydrogen cyanide, used in rat poison, and formaldehyde, used to preserve laboratory specimens.

One television ad shows an 18-year-old woman lighting a cigarette, which turns into a test tube filled with toxic-looking chemicals.

One of the radio ads tells an equally choking tale. "Take a deep breath and imagine: hydrogen cyanide, the substance in rat poison, entering your throat, reaching deep into your chest," it says.

A print ad shows a very young boy holding a cigarette and warns parents that "kids are fast learners".

The rate of smoking in Australia has fallen from one in five in 2001 to one in seven in 2004.

This is one of the lowest rates in the world, but Parliamentary Secretary for Health Christopher Pyne says more has to be done. "The aim of this campaign is to highlight -- particularly to youth -- the dangers of smoking, and encourage them to quit," he said.

"People are putting 4000 chemicals in their body every time they smoke a cigarette, which is obviously poisonous, very dangerous, and they should quit."

Tobacco is the biggest single preventable cause of disease, killing more than 19,000 Australians a year.

More than 60 of the 4000 chemicals found in cigarette smoke have been identified as causing cancer, while others are linked to heart and lung disease, and eye irritations.

The ads are the second wave of a campaign that includes shock packaging for cigarettes, showing gangrenous toes, diseased lungs and stunted babies.

The Australian Secondary Schools Alcohol and Drug Survey found that the proportion of students aged 12 to 17 who had tried smoking had dropped from 47 per cent in 2002 to 35 per cent last year.

The proportion of 12-to-17-year-olds who smoke is now at its lowest level in two decades.

But about one in six people aged 18 or 19 still smoke, the survey found.

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