Tobacco Documents Online

Children's Research U rl,l ~,,~I~ ~t"t~ ![ ..oo,,,o.. ~,,o°,o,,,o.. "-~'~ ---- i" |! London SW8 3111 London SW1X gAY .Telephone: 01-622 0286 Telex: 8952387 |[ II Ii I[ II I! ill il II I['. ' l!, nk 686 II I1 APPENDIX J JUVENILE SMOKING IN KENYA INITIATION A STUDY' BY THE CHILDREN'S RESEARCH UNIT, LONDON ,, ENGLAND January, 1988 Directors: Glen Smith BA Oil= Soc Stud IChairmin) AE Sweenev 8S¢ (Hens) (Managing) Company Secretary: Lynd~ly Brown Ll.B. ¢lrln¢}1 Office: 141 $1oane 5lreet Belgrevia London SW1X gAY C~ O O J~ O~ C~ BatCo document for PFSFC 1 March 1999

io I [ I I I I I I I f i I I I J t JUVEN[LE SM(]~[NG IN[TIATZQN IN KENYA A ?eport oreoared ~¥ the Children's Reseacch l.lnit~ ~ondon January, 1988 ~L~.~ eouc ~[ c_.~ The t~acco inter~atlonally yoL;n~ oeople. i adver ¢isi ng ¢ontroversv has I ncreasi ngl y #ocusse¢~ on .the alleged ef4ects Qf advertising on chilOren and | I The Chlldren's Research Unit (CRUI, an independent ¢omoany~ baseQ in London, soecialises in research amongst children and young people. Ore.- 211 the past fifteen years, it has conduc~s a significant numOee of studi e• in the United Kingdom, and in other countries, involving such vari topics as ~l~y facilities, road safety: career guidance, drug abuse,m ~Inance, ~oys and games, publishing, ~ood anQ drink, television programmesll and advertising in a varlety of dif.~erent meOia. II~ Between 19B4 and 19eb~ CRU, building upon key British Government studies, ¢opduc~. =.d a,nong•1: chi | ~ren in the Uni ted Kingdom by the Office o.~ Popui a~ion Censuses ancl Surveys (OF'CS) , conduc~e~ a study in fou~ co,-tries : Australia (.';~4}, Nor'aay (19~5~, Sgain (19~&) ana Hong Kona| (19~a~, to inves~.iga~.e the process Oy ~hich children begin %o smoke, ~i+_hl I par~.icular attend.ion ~eing paid to the role o~ advertising. t~hilst there ~ere some differences between the structure and age-group.~ ~ocus of lhe U.~. studies~ on ~he one hand, "ano the fou~-country stu~ies~ on the oCher, there ~ere a number of impor~an~ similarities bet~aeenthem. Use;uZ comparisons could ~herefore be made, and these have been included in this document, as well as having been published by the %AA, New York,~ll in "~hy Oo Juveni!es Start Smoking? An International Study of the Role of ~l" A~vertising and Other Contributory Factors in Australia, Hong Kong, Norway, Spain and the United Kingdom." Since the publication o~ the original IAA document, factors a~fec~ing juvenile smoking initiation in a further six countries have been investigated, and the IAA have recently published these results, ~hich are also included at the end of this report. The main body o~ the report presents the results o~ a quantitative survey designed and administered by the Children's Research Unit (CRU), with interviews conducted in Kenya by Research Bureau International, under the direction o~ C~:U. R~L was involved in order to ensure that the children and young people participating in the study were interviewed by Kenyan nationals. The su,ov~y ~as conducted using personal face-to-face interviews with a sample of I,~:~0 chilOren, male and ~emale, in the age range 7 - i5 years. The field~ork ~a• carried out in November/December 1987 BatCo document for PFSFC 1 March 1999

J~ -2- l • THE SAMPLE AN0 M~TH00 :he ~urvev ~as conducted wi*.n a nat1onally-reDresentative sample o~ 1,0~) cn:Icren zn ~ne age range 7 - 15 years, Ln 8 areas In Kenya, 2 urban and 6 rural, as ~oilows: (N = i~,) respondents~ I" Nalro0i Mombasa ~" .~ur~l (N = 850 respondents) Coast Province Central Province Eastern Prov~nce .,- ~i,~ Va11~y Pr0vince II Nyan=a Province Western Province II ~ n~mber o~ quotas wer~ imposed in each area for age, sex and social class (by occupation of need of household), in order to ensure a representative ~amgle. II A ~astQr q~estionnaire~ used in a~1 ~her ~o~ntrie~ Nhere t~isresearch i- has been carried ou~ was provided by CRU, and'translated into Swahili. Children were interviewed personally~ face-to-~ace, and alone, that is, j, without the parent being present, thereby alZowing the child to respond freely and honestly, without parental interference or influence, and to emphasise the confidentiality of their answers. II II I[ II II |I c~ Ox ~4 BatCo document for PFSFC 1 March 1999

[ [ ! ! [ i [ i !. t I i. [ I. l [ I I -3- ,~UMMA~¢ OF MAItre FINDII'.~;S q tN.9, ALL De~e~aqe; have ~e~n ¢oundea up to ~he nearest wno|e number; / ~OV£~fIS[NG AWA~ENESS Two control markets - sodas (soft drinks) and beer - were useO in thi survey, in order ta provide comparisons with the toOacco marke~. Children were initially asked a~out places ~here they had ever seen o heard ab~u~ sodas, beers and toOacco. F~om sgontaneous answers (i.e. unprompted), shops and kiosks were the t~o~I main places where ~hildren had seen or heard of sodas and tobacco, whe~ea~ ;or beer. the main sources of awareness were bars ~nd/or clubs. Results a~e summarised in the fo/lowing tab]e: 100c) - 1000 1000 To~al Samgl e (BAT vehicle)~ / Shops, kiosk~ 97% X7% 97% At home 22% 10% 3% In hotel nsm 3% 8% In a ~ar/club 9% 74% 8% On ~ranspo~t 7% Ib% 4% Radio 4% 2~ 6% At parties 4% 4% n Visi~ to factory 4X 3% 1% Spor~s grounds 2% I% 1~ On television i% 1% I% At marketplace 3% nsm i% Posters/billboards/stickers 1% nsm 2% Newspaper/magazine n 1% 2% Hawkers/Street Vendors 1% nsm I% ~inema n nsm 3% People talking 1% 1% nsm Neighbours" house 1% 2% nsm Others 1% n I% Calendars nsm nsm L% People drinking/smoking 18% 10% 51% n = less t~an I% nsm = no spontaneous mentions O-x ~3 BatCo document for PFSFC 1 March 1999

i. I I! ll |! t11 I[ Jl |1 |i !! Ii II IL !!. II II I! I1 Ij -4- Chl]dren were ~hen asked to clearly identi{y, 4tom a prompt list, Nhether they had seen or heard any advertzsing for sodas, beer an@ cigarettes in any of the places mentioned on the list, and also, if they ¢la~m1~d to recall seeing clgaret~es on television, to give a full description 04 nat they remembered seeing or hearing. About 64% claimed to have seen advertisements for cigarettest as compared with 58% for sodas and 34% ~or beer. Of those who claimed to have seen advertisements~ the main sources of advertising for all three products, from the prompt list, emerged as radio - B9% awareness for cigarettes, 83% for sodas and 72% for beers - and posters - 49% for cigarettes and for beer, and 52% for sodas. The following table shows the relative percentages for sources shown on the prompt list: SOUFCES OF ~DVERTTSING AWARENESS - PROMPTED SODA~ BEER CIGABETTES Total Sample 100,) I(KJO lO00 _Sources o4 Advertisin~ ~adio 83% ~ "72% 89% Posters/Billboards 52% 49% 49% Transpor~ 39% 49% 35% Newspapers 31% 26% 30% Cinema 24% 20% 31% Store Windows 22% 20% 19% Television 20% 22% 17% Sports Fields/Stadia 16% 17% 13% Magazines 13% 13% 15% Comics/Children's Magazines 5% 4% ~3 Other 3% 3% 4% II 0 0 BatCo document for PFSFC 1 March 1999

I -5- i f ! Of those who claimeO to have seen cigarette advertlszng on television '~" (n= ILl respondents), the following scenarios -ere recalled: I 1 OESCR IPT ION • PERCENTAGE CLAIM,NG TO HAVE SEEN THIS ON T.V. I" (Total Sam01e Base N = 111~ ] People smoking 57% t Packet o~ Sportsman cigarettes 8% • I I l l I I I I I I l I "Sportsman Ni Sana Hasa" People smoking.and dancing Embassy People playing football Frienoly people with SM crossing river Man giving a ;fiend 5M Man smoking "Rooster" cigarettes Two men and a lady with SM packet People s~oking and drinking beer Man driving_a tractor People on horses and smoking SM People swimming People running Somebody lighting a cigarette Cigarettes 555 Crow~ Bird Packet Lady smoking SM Others b% 5~: 5% ~- | 2% 2% . 2% 1% ~- | 1% I% ~- | 1% t% ! I 0 BatCo document for PFSFC 1 March 1999

]I )[ ]I ][ ]I ]I ][ II II ]I ]I ]1 II II. ]I II ]I II II -b- THE FIRST qIGARETT~ C I_GARE rTE TR ! ~L .. ChllOren were askeo if they had ever ~r~ed a clgarette themselves, even just a puff. The replies zndlca~ed that, of the tota! sample of of Ic)~) children, on]y ~% had ever tried a oigarette~ o+ which : - 83% were male and 17% female - twice as many lived in urban areas as in rural areas (responaent figures adjusted @or direct comparison - three times as many children in social class C2 as in social class D had tried a cigarette, ana twice as many in social class ABCI AGE O~ FIRST T~I~L 47% of respondents had tried their first cigarette between the ages of 11 and 15 years, but the majority (53%) had first smoked by the age of 10.~ s~arsI ~. with the greatest number of first triallists at age 7 years (12%). Boys tried their first cigarette a great deal earlier than girls. None of the girls out o~ those who had ever smoked had tried their first c~garette before the age of 11 years, whereas bO% of boys had experimented wit~ cigarettes before that age. Ox CD Ox Ln BatCo document for PFSFC 1 March 1999

I'' -7- ] I i° i WHEREABOUTS OF FIRST TRIAL, I The majority of ¢h~l~ren who had ever trie~ a cigarette were at home at ~he ~ime of first trlal (50%), and more ~han ~w$ce ag many girls trze~ ~eir Firs~ cigarette here as boyS. About the same percentage of boyJ ~12%~ as girls 110%) tr~ed t~eir ~zrst cigarette when playing wz th a I " ;fiend, bu~ o~ the other locations mentioned by these respo~Oen~s, onl~ bays had tried their first cigarette here. These lacaticw~s incLuoea: "I I - hiding in the bush - on the road I - outside a shop • - at shougr ound - i.-. a disco ." | - i.~ ~.ha toilet | - at a cinema i I coe..:-~:ow AT "r~ME OF FI~S'r "rr, i~c | Mos~ children had been with either one ~riend (27%) or a group o( friends_ (3?%) a¢ the time of first trial, with 33% being alone when they tried~ ~heir first cigare~-te. " I ~',3.J',.'-':~HI.3N AT TI'-IE 0.-- FIRST ~;~'£3;... II (,~ot;~ ~_o.=.o, _~ ~.-~.~.i-~7~o . ~I o~-=. Fatn=r ~ibl i,~a~ Frien¢~ Ctners I [Total 3~% "2% 5% 59, ~% i Boys " 30% .~% 07. 64% 4% Sir I • 50% 0% 30% ~0% 10% ~ [ 7 - 8 years oI~ 17% 17% 0% 677 07. i 9 - I0 5~ OX 0% 43% 0% •" • [ l t - 12 25% 0% 0% 67% 87. .~ 13- 14 32% 0% 5% 59% 9% 15 years old 38% 0% lb% 53% 0% Don't Smoke Nowadays 3~% 2% (~% 55% ('% t Smoke Nowadays 0% 0% 07. I0(~% 0% It is interesting to note tha~ all the respondents who claimed to "smoke~ nowadays" - that i~ current smokers - trie~ their first cigarette withB either one ~riend, or with a group of friends, indicating the important role o~¢ friends and peer pressure in a child's first cigarette experience,~ and even in ~is or her current smoking behaviour. I ! | !II II II cr~ c~ c~ BatCo document for PFSFC 1 March 1999

i.° i ! L l f J I I L t l I -B- REASONS FOR T~Y[NG THE FIRST CIGARETTE Ch~lOr~n ~ere ~rst asked Lf they could rememOer why they trieO their fi~s~ ¢~;are~te. After spontaneous answers for first trial had been =D~aln~d, responcents were shoNn a prompt list 04 possible rmasons for ~rV;nq the first cigarette, and asked to nominate the first, seCond and t~ir.: most ~m;Qrtant ~asons 4or t~eir own decision~ from this list. In bo~ cases (spontaneous and prompted reasons for first trial), curiosit~ emerged as the predominant factor in the child's decision to try a czgare~e - 38% mentioned spontaneously that they wanted to know how c;g~r~tte; ~asteo, and 37% that they wanted to know how smokers felt. ~hen noaina~in~ from the ~rompt list, curiosity emerged over~dlelmingly as the ~irst most important reason why children decided to try their first cigarette (5~%}~ the ne~t first most important reason bein9 "because all my fr;ends smoked" (23%~. The ;cllo~ing tables indicates spontaneous, and p~ompted first i~o~tant, reasons ~or trying the first cigarette: REA~C;NS F~R TRYING THE FIRST CIGARETTE - SPONTANEOUS AND PROMPTED mos t SPO~TANEOUS~EASONS Total Sample Base EVER SMOKED 60 ~anteO to know how cigarettes taste Wan~ed %o kno~ ho~ smokers feel My friends had %tied Wanted to feel great Wanted ~o ~eel like father To show of~ Was lighting for a friend Li~ed the smell Thought it would be en~Q~able Heard that it cures coughing " ~.8% - 37% 12% 77. 57. 5% "5% 2% 2% (N.B. Total is more than 100% because more than one spontaneous answer ~as allowed) PROMPTED REASONS FOR F~RST SECOND THIRD TRYING A CIGARETTE MOST IHPORTANT REASON Wanted to see what it was like 53% Because all my friends smoked 23% Someone gave me one 12% Tried it for a dare 5% | ~ust found one 3% Tried it to sho~ off 2% Because my parents smoked 2% Because siblings smokeO 0% To look gro~n-uD C)% Seen a~vert:sing for cigarettes 0% To Ioo;: tough 0% I was bulliea 0% 22% 17% 8% 0% 15% 10% 20% 25% 10% 12% 3% 5% 5% 7% 3% 5% 5% 12% 2% 5% 2% ~h 0% 5% c~ c~ C~ BatCo document for PFSFC 1 March 1999

-9- AGver~ls[ng was not mentioned spontaneously by any respondent as a reasonB 4or s~art~ng ~o smoke, and was not chosen as a first ~st Important reasorr~--~li ~or trying a cigarette, from the prompt list. From ~he [ls~ 0f choices given, only 2% of respondents indicated advertisxng as thezr second ~mportant reason for trying a cigarette, and only 3% ~na~ca~ecl It as the ~hird most important reason. Again, the Importance o~ friends amd the peer group can be seen in the d~cision to star~ smoker and, interestingly, as a possible ~actor in continuin~ to smoke - 40% o~ ~hose ~ho "smoke nowadays" nominated "because all ~y ~riends smoked" as their first most important reason for first1 c~gmrette trial. O~T~rN[NG THE FIRST CrGARETTE ~%em respondents who had ever tried smoking ~ere asked "~here did you get that ~irs~ cigarette?", the majorit~ nominated friends as the source (~5%), ~t~h hal~ that number (22%) saying tha~ they pzcke~ it up on the read - a spontaneous answer which appears to be the Kenyan equivalent of =I ~ttst found one", a source nominated as frequently in the majority of countries surveyed in~ernationally. A numOer o~ children also cla~med to have bought their first cigarette themselves (12%), all o~ these ~espondents bein~ boys over the age of II years. Tnis finding is similar to that of many other countries, where this particular set of respondents is becoming financially independent, through ta~ing on var~sus ~obs afte~ school and at weekends, an~ is alL therefore not answerable to the parent as to what is being bough~ ~ith pocket-money. Although it must be remembered that the sample bases are very small, one or two interesting findings occurred: a number of children {I0%) took cigarette~ from their father's pockets, this habit being more prevalent amongst boys and older girls; 3% took the opportunity to try their ~irst cigarette ~hen they were sent to light it (presumably for their father), an~ 2% took their first cigarette "~rom our shop" - p~esumably when they had been le4t in charge, years). since these were the oldest girls (aged 15~ CX BatCo document for PFSFC 1 March 1999