Jennifer McPhee
Northern News Services

Iqaluit (Jan 28/02) - Health Minister Ed Picco unveiled two anti-smoking commercials and a poster this week as part of his attempt to "denormalize" smoking in the territory.

Nunavut has the highest rate of smoking in the country -- a 1999 survey of schools found 75 per cent of youth smoke.

Seepoola Nowdluk has smoked for 15 years. - Jennifer McPhee/NNSL photo

Another study found that in some communities the average age children begin smoking is 10 to 12

More than 35 per cent of cancer in Nunavut is smoking-related.

The 58-second commercials, for the first time created in Nunavut, will air across the country this week.

In the first, a young man struggling to quit argues with a voice urging him to smoke. He picks a butt out of the garbage. But the last frames show him with his child, smoke-free.

The other video features calming music and Northern mammals in their natural environment. Facts about smoking appear as the narrator asks the viewer to think about why they smoke.

Both end with the same words: "You are stronger. You can beat this."

Picco also released a new poster, created with the assistance of the B.C. government, called "Sucked In." It shows what toxic chemicals are in cigarettes.

British Columbia is considered a leader in anti-smoking campaigns and enforcement.

Picco said he is working with Health Canada to see that Nunavut hires an officer to enforce laws that prohibit vendors from selling cigarettes to children.

The Department of Health and Social Services launched its anti-smoking campaign almost two years ago.

Since that time, Picco said he's been criticized for the graphic images in some of the posters, including one showing a woman with mouth cancer.

But Picco said the complaints are a positive sign that show the posters are doing their job.

So far, there are no data indicating that the campaigns are reducing smoking rates. But Picco said anecdotal evidence and the increased number of people using the nicotine patch and Zyban make him optimistic.

Marilyn Fradshaw, co-principal of Quluaq school in Clyde River, said campaigns must target the role models of young people who smoke.

Fradshaw also noted it is important to keep children occupied with healthy extra-curricular activities so they have something else to do besides smoke.