Florida Youths SWAT Away Tobacco with Truth
SWAT, which is a statewide organization of youths ranging in age from 11-17 teach other youths about the manipulation of the tobacco industry, advertises through its grassroots “truth” campaign via locally produced television commercials and public guerrilla marketing activities.
Thirty-nine teenagers participated in the day’s events, consisting of learning the organization’s history and how to start new SWAT chapters at local schools. The organization is not based at any specific school, but the largest two clubs meet during and after school hours at Pinellas Park High School and St. Petersburg High School.
After receiving fact sheets full of statistics concerning the manipulation and marketing efforts of the tobacco industry, the youths prepared “progressive signs” and beach balls inscribed with anti-smoking facts to distribute while encountering people on St. Pete Beach. Walking up and down the beach, the 39 youths spoke with all nearby beach-goers, discussing the effects of smoking. SWAT members approached several smokers while walking along the beach, hoping to convert them to non-smokers. Ultimately, the smokers were embarrassed to be confronted, confessing to knowing the ill effects of smoking, but not prepared to quit smoking cold turkey. Team leaders Alison Griner, Shabrey Hearns and Christina Foster helped guide the SWAT members during their street marketing activity along the beach without any incident.
SWAT Coordinator Jolene Bivens notes the differences in watching the SWAT youth leaders work with others. “The benefit is watching them grow into leadership positions; improving their self-esteem and confidence.”
After completing their street marketing activity, the SWAT members broke down into individual groups to brainstorm for the next SWAT television commercial to be filmed locally. All members present at the meeting were invited to participate in the filming of the commercial. SWAT has its current commercial airing on local Bright House Network’s MTV and UPN 44 stations.
The SWAT organization was founded in 1988 when the state of Florida – one of only four states to settle independently — won its initial settlement against big tobacco companies and claimed $70 million from the tobacco settlement, none of which was tax dollars. It was the first organization in the country to use the concept of youths speaking to youths about the issues, while adopting the “truth” campaign. Previously, a Miami public relations firm was hired to work with SWAT students and produce several television commercials for the “truth” campaign. Since 1988, funding has been significantly reduced from $70 million to $1 million, with no reasoning given behind the cuts. Recently, in order to spread the word to state representatives, SWAT members traveled to Tallahassee and spoke to their representatives about the organization, in hopes of gaining some added support.
For more information on SWAT, please call 727-824-6947.
