Alumnus Shares the Power of a Letter

Franklyn “Joe” Bridges (MAT ‘84), a community health education specialist for the Clay County Public Health Center in Liberty, Missouri, was appalled when he noticed ads supporting the tobacco industry in a popular science magazine, Discover. For over 24 years, Bridges has taught nutrition and physical activity as related to obesity, sex education, suicide awareness, and about the health hazards of tobacco use.

“I witness the problems of nicotine, the world’s most addictive drug, and my client’s efforts to quit every day,” he said. So, Bridges decided to write a letter to Discover’s editor describing the multiplicity of reasons why these ads are such a travesty. He had no idea the difference one person’s letter could make, but he soon found out. The letter he wrote was strong and pointed. “…Like a vampire, the tobacco industry has to replace the thousands whose lives are destroyed every day through tobacco use. Children and youth are easily led by their curiosity, and the evidence shows that by the second or third try they are hooked. Your magazine is a partner in a deadly slaughter.”

He continued, “Youth are the most vulnerable to the addiction, and the success rate at quitting tobacco use is ominous, especially when the addiction begins in a pre-adult. The nicotine in tobacco is as the Surgeon General has stated is the most addictive substance in our society, even more addictive than heroine.” He got specific about the ads’ word choice.

‘Natural tastes better.’ ‘100% additive-free natural tobacco.’ It would seem tabacco and the addictive agent of nicotine are okay because they are from nature with no additives. When I first read the ad, I read it as, ‘100% ADDICTIVE-free natural tobacco,’ which makes me wonder if a child might misread the ad as well. A disclaimer pales in the flush of the beautifully crafted ad.” He included statistics.

“Every day in the United States 1,200 people die from the effects of tobacco—that is three jumbo jets each day,” he wrote. “How can you morally and ethically align yourselves to this agent of death for the sake of the profit margin?” He shared his clinical experiences. “Each day in my clinic, I see parents who find it difficult to understand the deadly and debilitating effects of tobacco use and second-hand smoke on their born and unborn children,” he wrote. “For children it becomes a battle of permanent lung damage, asthma, bronchitis, chronic lung diseases among others. Billions in preventable diseases and destroyed lives and I place the issue to you.”

He emphasized economics. “Charge me extra for your publication,” he wrote. “I would be willing to pay more without the tobacco ads. Advertise your new stance instead of the deadly, addictive killer.” Finally, he touched on a personal note. “I write this in honor of all the wasted, untimely deaths from tobacco and, in particular, for my sister, Jane, who died last summer after two years of constant agonizing pain. She was an inspiration for me all our lives. I grieve for her every day. In some of her final statements she said, ‘I should have quit smoking sooner.’”

Patrice Adcroft, Discover editorial director, wasted no time, quickly responding to Bridges’ letter, and acknowledging disappointment with the magazine’s tobacco ads. “We have since re-evaluated our policy of using such ads in the magazine,” Adcroft wrote, “and have decided to no longer print tobacco ads. I hope you continue to subscribe.” Bridges strong feelings against smoking come honestly. He says he became a “born again” nonsmoker 38 years ago, going from 60 cigarettes a day to zero.

“The urge to smoke comes up only at pharmacies now,” he said. “While waiting in line my eyes drift along row after row of tobacco products displayed behind the cashier’s counter, and I start thinking about rum-cured Crook cigars. I thought they were so nifty to smoke as a high school student, and golly sakes, they had alcohol in them too! Crooks were the double whammy of forbidden fruit in one product.” Bridges’ letter shows the power of a simple request. “I am still surprised and pleased by its effect,” he said.