How to Lessen Harm of Advertising Cigarettes on Youth - Term Paper Example

Policy Proposal Problem to solve. Smoking is habit, which- like any other- is a personal choice that many people oblivious of the dangers posed by such behaviours. It is factual to state that individuals who smoke do so at their own pleasure, and out of their own volition. Nonetheless, others are normally influenced by several other factors, which eventually see them start smoking. One such an influence is the advertisement carried out daily through the media and other methods. The situation gets worse when it involves the youths some whom rely heavily on the media, and tend to believe or try anything propagated by the media. In light of this, it is vital that advertisement policies be amended to safeguard the health and the future of the youths lest this society extinct due to the cardiovascular diseases brought by this menace. The following is a policy proposal to have a change in the way cigarettes and other tobacco-related products are advertised. Policy development cycle and the influence of stakeholders. The main stakeholders in this are the youths, the government, tobacco companies and the media houses. Government influence in this policy is enormous since any decisions made concerning will see crumble or adopted. In fact, for the adoption of this policy to be possible, governmental bodies will be used. Similarly, the media’s role could only be described as pivotal since it has a very wide coverage and following which makes it very vital in this. The tobacco companies’ importance cannot be underestimated given the economic benefits the country reaps from the taxes paid. The youths too, have the potential to transform any country thanks to the creativity and the tenacity within them. Björklund and Finnveden (2007) stated that a policy cycle starts with the framing of issues followed by agenda setting, formulation, legitimating, implementation, evaluation and finally maintenance, termination or even succession. Policy development cycle and the influence of stakeholders Having discussed the influence each stakeholder possesses, this chapter discusses how each of the concern parties’ influence will be used in the effecting the policy. As stated at the onset, cigarette smoking among the youths is prevalent mainly because of the peer pressure whose source could be traced back to influence by the media. Wakefield et al (2006) noted that the number of youths who engaged in smoking after advertisement was growing in the US. Actually, it was not just smoking that has become problematic. According to statistics, young people have the tendency imitate their favourite movie characters. Many normally think that whatever is done on the on or through the media is appropriate. In light of this, the first step to take is hold talks with the media on the need to have the advertisements of cigarette in a way that does not imply smoking to be fit. Alternatively, the advertisement could be slotted elsewhere as opposed to prime time when the families are united. By accepting to this proposal, the media will have played a significant role in ensuring the advertisements are no longer enticing. Concerning the influence of the government, there is need to ensure that the recommendations in this policy are implemented without procrastination. Meanwhile, during the cycle of the policy, the government will be very effective during the process of this policy if it ensures that no company dealing with tobacco-related products advertises on billboards. The source of this menace can be overlooked or manipulated thus the tobacco companies will significantly help throughout the process. Instead of developing advertisements which seem to entice the youths to smoke, the companies shall be encouraged to reduce the passionate portrayal of smoking as a healthy hobby. Youth’s influence on this is vital hence, the need to incorporate them with an aim to affect the policy to overcome the problem stated. To do this, the youths shall be implored to avoid smoking and ignore all the adverts, which seem to attract them. Moreover, to have them understand the risks posed by this health behaviour would see a portion of them heed the call. Actually, it is not all young people who are engaged in smoking; some avoid tobacco products due to religious beliefs, health-related issues while others simply do not want to smoke (Wakefield et al, 2006). It is important for every society to have someone who sees things from a different perspective. One who is not afraid to point out the wrongs whenever they appear with an aim to correct them? In this case, the role-played is that of actively championing the implementation of this policy in order to have the advertisement of cigarettes stopped. Björklund and Finnveden (2007) recommend that for one to succeed in ensuring adoption and implementation of a policy, teamwork is vital. Therefore, the primary goal is to have the policy implemented but in order to achieve this, others will be incorporated. Additionally, another role played by a human-services professional is to have other like-minded individuals drum up support for a policy clearly known to be right. Resources available and organization. In order to succeed in the push to have this adopted and implemented by the relevant bodies, different resources are needed while others are readily available. Firstly, printing machines to have flyers and booklets explaining the dangers of smoking are readily available, and will be used to admonish the youths against casual smoking. Secondly, other staff will be deployed to various regions to hold seminars with the young people on the need to back up this policy. While the youths may not be prerequisite to the implementation of this policy, by insisting that the government addresses their concern, it would make it easier to have the relevant authorities react. Prior to meeting other stakeholders, the youths shall be prioritized in order to have massive support even before others’ opinion is sought. Additionally, there are two other media houses who operate strictly on Christian values thus do not allow cigarette advertisements on their airwaves. Since the owners are well known to the advocate of this policy, they shall provide a platform to have this policy reach a larger audience than it would without this support. After meeting with the youths, the media campaigns shall be initiated in the said media houses where a strong advocacy of this policy shall commence. Finally, financial resources available shall be used to have billboards on major highways and towns educating people on the threats of smoking. Steps and use of Social media Syed (2009) asserted that for a policy to be adopted fast, one of the requirements it ought to have is massive support from different quarters. In some countries, the number of people who support a policy does not determine its adoption. Having people from various fields is normally interpreted to mean that the policy is generally acceptable by all. In respect to this, several steps shall be taken to have as many people as possible to support this policy. Firstly, the smokers shall be allowed offered an opportunity to ask all questions that relate to risks of smoking. Since it has been proved (Wakefield et al, 2006) that some smoke without actually having to understand the consequences, this shall be a giant step in having support even from smokers. Obviously, the goal will be to have them support the policy and ultimately quit smoking. In order to do this, some of the staff shall be tasked with handling questions from this category of people. The policy proponent will be available to handle questions relating to this policy or smoking. Secondly, some financial resources shall be spent on the media houses where viewers will have a demonstration of what exactly smoking does to their health and the body in general. This shall not be done through advertisement but rather through teaching via TVs with the help of statistics. In other words, several days will see the advocate of this policy spend time and money on TVs to educate the public on the smoking consequences. Since it is not realistic to answer all individual questions, social media shall come in handy where an interaction page shall be created on Facebook and Twitter to respond questions related to the policy. Religious leaders and those in the corporate world shall be included in the forum to have them endorse the policy in order to have all classes of people. Religious leaders are known to be very influential thus utilizing them is a sure way to have the policy backed up by as many people as their centres can hold. As a professional in matters of health, the advocate of this policy shall – in person- work with the most prominent religious leaders and CEOs in a bid to have all support it. Finally, incentives shall be utilized for smokers who are able to sip smoking for some days. While this step may seem irrelevant to the policy, the goal of this policy proposal should not be mistaken. The goal is to have the influence of tobacco advertisement stopped hence a reduction and even a probable eradication of smoking. Therefore, the smokers shall be rewarded if they are able to avoid smoking; by stopping smoking, it means the group is in support of the policy. Constituents For success of any policy to come, Protopsaltis (2008) state that there has to be an engagement of other constituents who could include people or other ingredients. Concerning this policy, the local government will be the first constituent to engage in order to ensure that the erection of billboards depicting cigarette smoking is not done. Since it has been proved earlier that there is huge influence caused by advertisement, this would be a wise step. Instead of having these companies erect such adverts, the policy advocate shall propose other avenues for the government to collect revenues as opposed to falling prey of these companies. Further, the representatives of the people in the various houses shall be utilized in order some of the government policies changed. Even though, this policy seeks to have the adverts stopped it is important to note that some of these companies are heavily taxed. As a result, many of them are forced to do vigorous marketing in order to recover the amount of money. However, by addressing the concern of heavy taxation whereby the government reduces the taxes, the companies would cease to do excessive advertisement. Health practitioners will play a pivotal role in the advancement of this goal especially when engaged right from the onset. For this policy, the advocate shall work with as many health practitioners as possible to have many posters highlighting the effects of smoking hang around the premises. By ensuring these are hung up in the departments responsible for cardiovascular departments, there is likelihood of people having a second thought towards cigarette. Many people who visit hospitals suffering from the aforementioned diseases are treated and discharged without having understood the cause of the disease. Therefore, by having these messages in these places, the patients will compare the reality facing them with the lies portrayed by the TVs. Teachers cannot be dismissed on this policy though it may seem as though they have no part. On the contrary, the youths in school need someone to discourage them from taking advertisements on TVs seriously. As earlier noted, young people are quickly attracted to whatever the media implies as good even if that is not the case. Sadly, parents do not take the initiative to correct the impression created by the advert. Consequently, many youths attempt to smoke with an expectation of having pleasure without realizing the harm facing them. Enlisting donors in this policy would be a wise move because it may not be easy to compete with the tobacco companies in the advertisement. Many of the companies make huge profits from the sale of these products thus advertising on TVs is not problematic. Conversely, this policy is not a for-profit organization hence placing a major obstacle. However, in order to overcome this barrier, having other donors who hold a similar perception would mitigate this hurdle. Authors and researchers would be additional constituents to engage in a bid to have this policy popularized. Since other people have conducted research findings which proved smoking to be harmful, having them produce the evidence would give this policy the necessary validity. Furthermore, the renowned authors would prove efficient for this policy especially when application of creativity is evident. The importance of having these two kinds of people is to prove the credibility of the research as well use humour in encouraging the public to shun smoking and ignore all adverts. Specific policy action to be pursued. Syed (2009) stated that good action plan ought to state the person intended to carry a specific action as well as the time of doing so. Therefore, in this policy, the first step is to draft the policy proposal; the policy advocate shall carry out this step. Secondly, mobilization of the youths by other staff and seeking support from the previously mentioned players. Further, discussions will be held between the policy advocate and the media owners who do not advertise tobacco products. Concerning the time, these actions will be initiated immediately after the drafting of the proposal. Criteria In order for any policy to be considered effective, several steps of evaluation criteria ought to be set even before it is implemented (AFMC, n.d.). Firstly, the relevance is a key component of an evaluation criterion. This means that the objectives of the policy ought to be evaluated if it meant anything to the people whose problem it sought to address in the first place. In light of this, this policy will ensure that the youths are no longer influenced into smoking through the advertisements. Secondly, efficiency is another important part of a criterion, which tends to analyse the results obtained from the resources spent on a program (Protopsaltis, 2008)). This policy will be considered successful if the media finally drops its decision to have advertisement portraying smoking as a noble hobby. While smoking may not necessarily stop due to this policy, a greater portion of people whose decision to smoke resulted from the advertisement will reconsider. Inasmuch as the adoption of this policy would be a major step in this campaign, the real players in this industry is the media hence the need to ensure further advertisement have ceased. Concerning the effectiveness of this program, it will be evidently so when the media owners no longer find the pleasure to have the advertisements on the air. Even though, this policy would see the said stakeholders stopped from airing the content, the effectiveness would only be evident if the relevant media owners see the need to uphold such standards. Anything less than this would not be classified as effective because, somebody else could challenge the law in the future and have it rescinded hence leading to a bigger menace. Protopsaltis (2008) asserts that effectiveness of a policy is measured by the achievement of the objectives of a policy. For that reason, this program’s effectiveness is then measurable by the number of media houses that refrain from advertising tobacco-related stuff. References Björklund, A. E., & Finnveden, G. (2007). Life cycle assessment of a national policy proposal – The case of a Swedish waste incineration tax. Waste Management, 27(8), 1046-1058. Protopsaltis, S. (2008). Theories of the policy process and higher education reform in Colorado: the shaping of the first state postsecondary education voucher system. US: Proquest. Syed, M. (2009, December 23). Action Planning. Action Planning. Retrieved October 7, 2014, from http://www.kent.ac.uk/careers/sk/skillsactionplanning.html The policy cycle. (n.d.). AFMC. Retrieved October 7, 2014, from http://phprimer.afmc.ca/Part3- PracticeImprovingHealth/Chapter14Decision-makingPoliciesAndEthicsInHealthCareAndPublicHealth/Thepolicycycle Wakefield, M., Terry-McElrath, Y., Emery, S., Saffer, H., Chaloupka, F. J., Szczypka, G., et al. (2006). Effect Of Televised, Tobacco Company-Funded Smoking Prevention Advertising On Youth Smoking-Related Beliefs, Intentions, And Behavior. American Journal of Public Health, 96(12), 2154-2160. Read More