The selfie statements shared through digital and social media served
as a reminder that youth will not allow Big Tobacco to target them as replacements
for the 1,3001 lives lost each day in the United States caused by their products.
"Not a Replacement" was also integrated
into other existing activities for national
Tobacco Observances like Through with
Chew Week (TWCW). It culminated with
the Kick Butts Day observance and a
mass mailing of all the selfie
statements sent to Reynolds Tobacco Company
(original authors of replacement quote)2.
"Not a Replacement" was a big success on many
levels. In 2015, Florida's "Not a Replacement"
campaign was activated nationally for Kick Butts
Day by the Campaign for Tobacco Free Kids.
1U.S. Department of Health and Human Services. The Health Consequences of Smoking—50 Years of Progress: A Report of the Surgeon General. Atlanta,
GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion,
Office on Smoking and Health, 2014.
2R.J. Reynolds report, "Younger Adult Smokers: Strategies and Opportunities." February 29, 1984. Bates No. 501928462-8550.