November 6, 2006

Residents across Northwestern Ontario will be encouraged to smoke their fish in a new public health campaign but the message has nothing to do with nutrition. 

The campaign running in both the Thunder Bay District and Northwestern Health Units features three local comedians holding up smoked fish while children seated inside a vehicle look on. The message reads “Smoke the Fish, Not the Kids – Take the Smoke Outside”.  It is meant to help people think in a different way about the harmful effects of second hand smoke when they light up with their children in the vehicle.

Northwestern Ontario lags behind the rest of the province in keeping smoke out of the home and family car.

“We know that parents care about their children and want to protect them,” says Simon Hoad, Coordinator for the Northwestern Ontario Tobacco Control Area Network. “This campaign is designed to present the facts in a manner that alerts them to the issues without feeling criticized.  We want parents to know that opening the car window isn’t enough to make much difference.”

The campaign is backed by a recent study that found that smoking in cars causes significant increases in respirable suspended particles (RSPs) and carbon monoxide even when windows are opened.  Mr. Hoad continued, “When adults smoke in a car or van, very quickly the air becomes twice as thick as a smoky bar.  It’s almost as if you are putting your children in an old-fashioned backyard smoker.”

Research shows that consistent exposure to second hand smoke can cause a decline in functioning of every part of a person’s body.  Just 30 minutes of exposure can significantly reduce the functioning of healthy hearts in young adults.

With children, being brought up in second hand smoke is associated with increased behaviour problems, and is responsible for higher rates of ear infections, tonsillectomies, asthma, lung infections and lower respiratory infection.  The most tragic impact is an increase in baby deaths due to SIDS, Sudden Infant Death Syndrome.

Radio ads, billboards, newspaper ads and posters will spread the message during the month of November.  More information about the claims in the ads can be found at the Thunder Bay District Health Unit’s website http://www.tbdhu.com/Tobacco/Protection/campaignmaterials.htm

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