HARRISBURG, Pa. -- A new statewide advertising campaign is reminding Pennsylvanians that they will be asked for identification if they want to buy tobacco products and appear to be younger than 27.
The Pennsylvania Department of Health's "Check It" campaign wants minors to "expect to be carded." It also asks adults to assume responsibility for helping to keep tobacco out of the hands of youths.
"While this new campaign uses humor to reach its target audiences, the message is very serious," said state Health Secretary Dr. Calvin [image-nocss] B. Johnson. "Through this ad campaign, we are re-emphasizing Pennsylvania's position on tobacco cessation and prevention. We can all play a role by reminding store clerks to check ID. We also want Pennsylvanians to know that it is socially acceptable to speak up and ask a clerk to 'check it,' and we're counting on them to do it."
While teens are being asked for identification more frequentlycompliance is at an all-time high of 93% in Pennsylvaniamany young customers are still not being carded at places such as convenience stores.
As part of the campaign, the state produced a 30-second TV ad, "Wild Rabbits," and a 60-second radio ad, "Let me see your ID." Both spots convey the message that even young adults should expect to be asked for identification and underage customers who try to buy tobacco may be embarrassed if they are carded.
Two additional ads are targeted to adults. These ads include a 30-second TV ad and a 60-second radio ad. They explain that adults are responsible for keeping tobacco away from youths, and the spots encourage clerks, in a light-hearted way, to check ID.
Click here to see the ads.
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