Through the month of March 2007, the Not To Kids! Coalition will be implementing an anti-smokeless tobacco mass media campaign called LostJaw! across high schools and other community setting s in Ontario. Smokeless tobacco refers to tobacco products such as dip, snuff, chew, and chewing tobacco that are consumed without being lit. Smokeless tobacco is addictive and contains over 3,000 chemicals including at least 28 that cause cancer.

The media campaign, made possible through funding from Health Canada, is designed to increase awareness among youth ages 13-18 years of the health hazards of smokeless tobacco and the tobacco industry marketing tactics used to get youth hooked on smokeless tobacco products.

The campaign comprises of a graphic educational message for free-circulation high school magazines verevegirl, fuel and desperado along with a poster, sticker sheets and bookmarks. All materials promote the campaign website, www.lostjaw.ca , where youth can obtain more information about smokeless tobacco and tobacco industry marketing tactics.

Schools and other community partners interested in supporting the LostJaw! campaign are encouraged to view suggested activities and cross-curricular teaching ideas.

Download Lost Jaw Poster (11 MB)