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By BRUCE A. EPSTEIN
© St. Petersburg Times, published February 22, 2001
Attention, teens! How would you like to become part of a nationally acclaimed movement, one that's responsible for dramatic changes toward healthy decisionmaking among young adults like yourself? The best part is, these changes have been made through the simple action of teens telling other teens the truth.
You have probably seen "truth" commercials on TV. What you may not be aware of is how the truth campaign came about.
In 1997, when Florida won $13-billion from tobacco companies, then-Gov. Lawton Chiles insisted that teens run their own anti-tobacco program. The following spring, SWAT was born.
SWAT stands for Students Working Against Tobacco, and its product is truth. Teens come up with the ideas for those memorable commercials, and teens get them made.
But the "truth" campaign is just the most easily recognizable effort of SWAT; its members are at work in the Tampa Bay area every day, and they are looking for new recruits.
3,000 teens start smoking each day.
A third of these teens will go on to develop a tobacco-related illness.
86 percent of teens who buy their own cigarettes buy one of the three most heavily advertised brands.
The tobacco industry has targeted teenagers and children for decades in an effort to replace the 1,000 people who die each day from tobacco-related illnesses. Tobacco industry internal memos have exposed this practice and the corporate motivation behind it.
Many Florida teens are no longer willing to be manipulated by tobacco advertising into buying products that, when used as directed, can kill them. SWAT members create opportunities to educate and motivate other youths to become active in the fight against tobacco. Their motto is "a generation united against tobacco."
What comes from success? Teens are joining the SWAT team and becoming involved in school and community tobacco prevention activities. SWAT members are telling tobacco executives that they want advertising aimed at young people to stop. And they are working with the Tobacco-Free Coalition of Pinellas County to make the Tampa Bay area a healthier place to live.
SWAT's mission is to use the "truth" campaign to educate, unite and empower Florida's youth and undermine Big Tobacco's deceitful sales pitch; promote SWAT ideals to members of the government, community and business groups to achieve SWAT goals; and empower young people through education, media, activism and involvement.
If you are a member of SWAT, you can be a part of countywide events like:
SWAT NIGHTSPIKER -- A nighttime anti-tobacco volleyball tournament.
OPERATION SWAT -- A countywide survey that details where tobacco products are placed for sale.
SWAT NEW MEMBER ORIENTATION -- A chance to learn about SWAT and meet others interested in tobacco prevention.
SWAT SANDBLAST -- A multiactivity anti-tobacco beach festival for teens.
SWAT SPEAKERS' BUREAU -- Teens talking to other teens about uniting a generation against tobacco.
10. Earning service hours for graduation.
9. Receiving honors and awards.
8. Improving your public speaking, leadership and organizational skills.
7. Working as a team and having a great time.
6. Building friendships that will last forever.
5. Learning to get what you want.
4. Getting a chance to win scholarships.
3. Meeting cool teens and adults.
2. Building your self-confidence and self-esteem.
And the No. 1 reason for joining SWAT:
1. Making a difference and improving the lives of others.
Parents! Do you have a middle school or high school student interested in joining SWAT? Call one of these SWAT coordinators for more information: Kimothy Warren, (727) 825-1229, or Kate Brawner, (727) 347-6133, ext. 243.
A Tobacco-Free Dance, sponsored by the Pinellas SWAT team and the Boys & Girls Club of Pinellas Park, will be held from 6 to 10 p.m. March 3 at the teen center at 7790 61st St. N, Pinellas Park.
The "truth" truck, a black and silver van sponsored by the Florida anti-tobacco "truth" campaign, will make a special visit to offer games and "truth" prizes. Middle and high school students are welcome. Admission is free.
Bruce A. Epstein practiced pediatrics in St. Petersburg for 26 years. He edits the Web site http://www.kidsgrowth.com.