``Airing our newest youth smoking prevention ad during the Super Bowl provides an extraordinary opportunity for us to reach children at a critical decision-making age with the 'Think. Don't Smoke' message,'' said Carolyn Levy, Senior Vice President of Youth Smoking Prevention at Philip Morris U.S.A. There will be an estimated 6.2 million children in the target age group watching the Super Bowl, more than double the number who watch other popular teen shows such as ``Dawson's Creek,'' ``Sabrina, The Teenage Witch,'' and ``Buffy the Vampire Slayer.'' With the Super Bowl traditionally being one of the highest rated programs of the year among people of all age groups, Philip Morris U.S.A. hopes that the ad will provide a catalyst for conversation between parents and their children on the issue of not smoking. ``Research shows and parents know - that talking to their children about not smoking and other issues can have an impact on their behavior,'' said Levy. ``My Reasons'' will continue to run after the Super Bowl, along with the company's other youth smoking prevention ads. It will air during youth oriented programming on networks such as ABC, CBS, NBC, Fox and Lifetime. The company began airing the ``Think. Don't Smoke'' campaign in December of 1998. These ads continue to run, along with two additional ads aimed at Hispanic youth. Philip Morris U.S.A. began airing other ads in July 1999 aimed at parents with the message ``Talk. They'll Listen.'' The primary aim of these commercials is to encourage parents to talk to their kids about not smoking. Philip Morris U.S.A.'s youth smoking prevention ads are just one part of a significant, long-term youth smoking prevention effort that seeks to address why kids engage in risky behaviors and helps to provide tools to make better decisions. ``In order to make a difference in preventing youth smoking, we must all play a role in helping to reduce risk factors and reinforce protective factors,'' said Levy. ``Advertising alone will not solve the problem, but with collaboration among parents, teachers and others, it can be an effective component in an overall approach designed to reduce youth smoking.'' Based on research of what youth experts say is effective, the company's approach integrates four different strategies that are designed to work together to help prevent kids from starting to smoke: Communication programs that include advertising campaigns such as the ``My Reasons'' ad. School-based education programs to build kids' self-esteem and improve their decision making skills. Community action efforts including support of community-based organizations such as the National 4-H Council which has created a new youth smoking prevention program called ``Free for Life! Youth Empowered to be Tobacco Free.'' Access prevention initiatives such as our support of the Coalition for Responsible Tobacco Retailing's ``We Card'' retailer education and training program. Philip Morris U.S.A.'s overall 1999 budget for youth smoking prevention was over $100 million, and the company will spend a similar amount this year.

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