RJ Reynolds' Camel Cash: another way to reach kids

Objective - The Camel Cash promotion is a programme marketed by the RJ Reynolds Tobacco Company in the United States, which rewards purchasers of Camel cigarettes with a coupon, called Camel Cash or C-notes. The aim of this study was to determine the level of knowledge of and participation in the Camel Cash promotion among adoles cents in 1992. Design - School survey Subjects - A total of 616 students (mean age = 15.5 years) in two high schools, one in New Mexico and one in Massachusetts. Results - 241 students (39.1 %) had heard of Camel Cash, and 53 (8.6%) had col lected Camel Cash. The proportions who had heard of Camel Cash and who had collected Camel Cash were highest among current smokers, followed by ex perimenters and then students who had never smoked (p <$c 0.001). 32 students aged 17 or younger stated that they purchased Camel cigarettes specifically to get Camel Cash; 15.6% were 14 years old, 37.5% were 15, 25.0% were 16, and 18.7% were 17. Conclusions - Whether or not it is RJ Reynolds9 intention, some underage smokers are illegally purchasing Camel cigarettes specifically to collect Camel Cash. (Tobacco Control 1995; 4: 258-260)