CounterBalance Campaign
CounterBalance is a statewide campaign to help end tobacco's influence on Vermont's youth. Youth and adult volunteers conducted assessments of 767 retail stores in communities throughout the state.
Although other types of tobacco marketing have been restricted, convenience stores and other retail outlets are still places where children are certain to see tobacco products and ads. In many cases, a young person is exposed to tobacco marketing without even going inside the store.
“National research shows that one out of three kids who have tried smoking were directly influenced by tobacco advertising,” said Cathy Hazlett of Health Connections of the Upper Valley. “We know the more often kids are exposed to tobacco advertising, the more likely they are to start smoking.
Unfortunately, our community store assessments found that our youth are being targeted in areas where they should be protected, such as near schools.” According to the statewide assessment findings, stores selling tobacco products within 1,000 feet of a school are more likely to have tobacco marketing visible from outside the store, are more likely to offer discounts on tobacco products, and are more likely to sell cigarillos or small cigars.
Cigarillos—short, thin cigars—are commonly sold in fruit and candy flavors such as sour apple, mint chocolate, and bubblegum. These flavored products strategically appeal to youth and are often the products that young people first use when experimenting with tobacco.
Statewide assessments found that 100% of tobacco retail outlets in Essex, Jericho, Underhill and Westford advertise cigarillos. And half of all tobacco retailers in Essex, Jericho, Underhill and Westford advertise cigarillos for less than $1—making these products easier for youth to purchase and use.
Inside Burlington tobacco retailers, 22% have cigarette ads within 3 feet of the floor—the eye level of a child. 20% sell tobacco and 23 % sell e-cigarettes within 12 inches of gum, candy toys, slushy machines or ice cream.
Emily and Todd, co-owners of Jay Country Store, do not have any tobacco products or advertising visible in their store. “We decided to eliminate tobacco advertising and keep the products under the counter because of the way tobacco is hurting our community in terms of both health and wealth. We have a lot of young shoppers come to our store, or walk by our store on their way to school, and we don’t want them to be exposed to tobacco marketing.”
In Ferrisburgh, Brad Hartley, owner of Vermont Energy Company, consistently rejects promotional contracts from the tobacco industry. “Don’t underestimate the intelligence of your customers,” Brad encourages fellow storeowners. “Don’t be manipulated by industry, have courage and personal integrity, and realize you can make a difference in some young person’s life.”
Winooski Middle School student, Shenelle Bailey, 14, dedicates her time to the Counter Balance campaign because, “I have a dream to become a lawyer some day and I know other kids have dreams, too, and I don’t think it’s fair that tobacco companies target kids and will keep them from achieving their dreams.”
About CounterBalance:
Launched in October 2015, CounterBalance is a statewide campaign focused on a variety of ways to help end tobacco’s influence on youth. CounterBalance provides facts, tips, and downloadable information to share at www.CounterBalanceVT.com as well as opportunities to help prevent youth tobacco use. The CounterBalance campaign is funded by the Vermont Department of Health.
Learn more and vote – Vermont residents can learn more about what they can do in their own communities and vote for the issue most important to their town at www.CounterBalanceVT.com