BBA All Stars: Why the smoke?
The 5th season of the Big Brother Africa (BBA) Reality TV show came on live on July 18, with millions of viewers all across the globe. While some are really having fun watching, others are of the opinion that this season’s edition is not as interesting as the previous ones.
I fall in the category of those that have particularly busy schedules, but on a few occasions, I have had the chance to tune in to channel 198. I remember the first time I tuned in to watch this season’s show, what really caught my attention was the three ladies, (Sheila, Meryl and Lerato) playing cards and smoking cigarettes. Subsequently as I watched the program, I realized that cigarette smoking was the norm in the BBA house, as virtually all the house mates smoke (directly or indirectly).
Well, could it be that the house-mates are enjoying their freedom and simply expressing themselves, or could there be more to it? Would it be wrong for us to assume that the BBA house is gradually becoming an avenue to market or communicate some habits to the youths? Could this be a strategy by an industry to increase its market and perhaps could probably be one of the sponsors of this show!
It was once said that “Tobacco smoking is a communicated disease” and smoking in the BBA house sends lots of messages to the viewers, who are mostly youths.
Whether knowingly or unknowingly, directly or indirectly, the organizers of the BBA show are playing a role in assisting the tobacco industry’s attempt to replace half of the current smokers who will die prematurely from tobacco-related deaths, with youths.
When the act of smoking is freely displayed as in the case of the BBA house or in form of product placement in movies, it helps to normalize tobacco smoking thereby making it socially acceptable; one of the factors that influence tobacco smoking among the youths.
Communication Experts have established that one of the best ways to sell a product or habit to the youths is through the mass media, particularly when such products or habit is mixed with pleasure, strong emotions or entertainment. So undoubtedly, the open display of smoking in the BBA house would have a tremendous effect on the social acceptability of tobacco smoking by the youths.
Since direct advertisements and sponsorships by the tobacco industry is gradually phasing out in most countries, the industry looks for other avenues to indirectly market this “deadly stick” that fetches them billions of dollars, but kills 5.4 million people annually.
The fact that Tobacco kills cannot be over-emphasized. Annually, Tobacco kills more people than HIV, Tuberculosis and Malaria combined. An average smoker starts to smoke during his teen years and continues to do so all through his productive years. With time, Tobacco-related diseases set in and require an avoidable expense for their management. These diseases can eventually result in a premature death, ending a life (purpose) and leaving loved ones bereaved.
The control of Tobacco smoking is a very big issue that requires the attention of everyone. It is a public health problem; a threat to our very existence.
The WHO, other Intergovernmental bodies, NGO’S and the Government are working assiduously to achieve a global tobacco control.
The WHO FCTC and its articles is one of the efforts aimed at achieving global tobacco control. In Nigeria, it is in form of the Nigerian National Tobacco Control Bill (NNTCB), which is still pending in the National Assembly and yet to be passed into law. The effective passage and enforcement of this Bill will not only go a long way in controlling Tobacco smoking, but will also improve the health of all Nigerians.
Finally, while we await the passage of the Bill by the National Assembly, we can contribute our own quota by knowing and believing that Tobacco kills, refusing to be cheated on and guarding our health jealously, because that indeed is our true wealth.
