Go to the Stay Free! Index to Issues
WARNING: A study by the Journal of the American Medical Association found that six-year olds are as familiar with Joe Camel as Mickey Mouse. According to Business Week, Camel's share of the underage children who smoke skyrocketed from less than 1% to nearly 33% when the Joe campaign got rolling. The JAMA study found that teenage students were much more likely to A) see the Joe ads; B) think the ads look cool; C) "like Joe as a friend" and D) identify Camel as their favorite brand. Of course, we all know adults are immune to advertising.