Promoting the Respectful Use of Asema —Tobacco

Hayward, WI, 1998

WOJB has been involved in helping Lac Courte Oreilles 3rd-, 4th- and 5th-grade students understand the difference between the ceremonial use of tobacco and the abuse of it. This is a serious challenge in Indian country. Youth smoking is increasing, and Chippewa men and women smoke at a rate two to three times higher than their non-Indian neighbors. Reaching children through the use of public radio must be done through first reaching parents, grandparents, and other relatives and friends. Kids don't usually listen to public radio; adults do.

With this in mind, WOJB and the Lac Courte Oreilles Tribe partners set out to create discussions and radio spots that would enhance the dialogue in the community and homes of Lac Courte Oreilles tribal members. Through the use of live on-air panel discussions and call-ins, a series of half-hour interviews featuring prominent community voices, and spots featuring the voices of elders promoting respectful use of tobacco, this project worked toward the goal of letting kids know their choices matter.

Students shared their thoughts through artwork and T-shirt design, and shared their voices in spots that relayed their understanding of good and bad use of tobacco.

Additionally, a print series ran in a local Ojibway publication based on the on-air interviews. That gave an opportunity to reach a reading audience, and also gave radio listeners another chance to read and discuss with their children the ideas put forth by the interview subjects. A list of suggested discussion points and questions were offered for parents to use when talking to their children.

In Indian country, tobacco use is not a bad thing; the abuse of it is. The tribal council was supportive, and nearly all tribal businesses became smoke-free. There were continuing efforts towards using only loose tobacco or tobacco ties at ceremonies and other gatherings instead of passing out cigarettes.

They also promoted the concept of using traditionally grown tobacco rather than commercial tobacco "products" for ceremonies. This helped clarify the differences between tobacco grown specifically for prayer and tobacco grown for profit and addiction.

Contact Information

Promoting the Respectful Use of Asema —Tobacco
Lori Townsend, News Director/Producer
Tel: 715-634-2100

Lac Courte Oreille Tribe
Gaiashkibos, Tribal Chariman
Tel: 715-634-8934

Awards:

WOJB Round One
First Place, Public Service Announcements — Native American Journalists Association