“Philip Morris International claims it doesn' t market to kids, but the evidence in this report shows otherwise.” Matthew L. Myers, President, Campaign for Tobacco Free Kids
A report issued March 12, 2014, by the Campaign for Tobacco Free Kids and other international public health organizations exposes how Philip Morris International s (PMI) Be Marlboro marketing campaign uses themes and images that appeal to youth across the globe. The campaign has expanded to more than 50 countries despite being banned by a German court for targeting teens and generating similar complaints in other countries.
The report, titled “You re the Target,” was issued by the Campaign for Tobacco Free Kids, Alliance for the Control of Tobacco Use Brazil, Corporate Accountability International, Framework Convention Alliance, InterAmerican Heart Foundation, and Southeast Asia Tobacco Control Alliance.
The report calls on PMI to immediately end the ' Be Marlboro' campaign. It also calls on governments to enact comprehensive bans on tobacco advertising, promotion and sponsorship in accordance with the international tobacco control treaty, the WHO Framework Convention on Tobacco Control. Currently, 177 countries are party to the treaty.
PMI, the world s largest non governmental tobacco company, is based in the United States. Marlboro is the world s best selling cigarette brand.
Slideshow Examples of the Be Marlboro Campaign
Around the World
Click the images for a larger view or download a complete set of images.
The report details how PMI uses marketing tactics in its ' Be Marlboro' campaign that are effective at reaching youth and have been banned in many countries.
These include advertising on billboards, bus stops and outside retail stores that associate Marlboro with risk taking, exploration, freedom and defying authority. Ads feature images of attractive young people partying, falling in love, playing music and engaging in adventure sports such as snowboarding and surfing.
Other marketing tactics include music event sponsorships beach tours in Tunisia and Latin American countries where contests, concerts and parties are used to entice young people to provide consumer information online promotional videos that feature young, attractive people partying and going on adventures, including a hip hop themed party in Saudi Arabia and interactive promotional booths at shopping malls in Ukraine that feature large cigarette displays and promotional videos.
Tobacco use the world s leading cause of preventable death kills nearly six million people worldwide each year and is projected to kill one billion people this century if current trends continue. Every day, 80,000 to 100,000 young people around the world become addicted to tobacco. Without urgent action by governments around the world, more than 250 million children and young people alive today will die from tobacco related diseases.
Graduates at work » educational technology » academic programs » marlboro college graduate school
Here s what some of our alumni from the MAT program are up to now. If you would like to contact an alumnus directly to ask them questions about the program, please contact Matt Livingston in admissions. 888 258 5665 x209.
Karen Trenosky ’13
- Technology Integrator, Brattleboro Union High School
“My life has changed as a result of the courses I have taken at Marlboro and my Capstone project. Near the end of my studies my principal (an MAT alum himself) agreed to hire me as the technology integrator for Brattleboro Union High School, where I had been an art and media teacher. When I initially began graduate school I wanted to pursue to my master’s degree to go up in the salary pay scale. After a year and a half, it has become so much more than that. I leave Marlboro with new and innovative models for teaching students and colleagues. I feel I have a better understanding of how to teach online and my educational and instructional design has improved by leaps and bounds. The master’s degree at Marlboro opened many doors for me. I feel I leave school as a technology innovator and better teacher.”
Alan Silverman, MAT ’12
- Technical Support Specialist, SunSetter Products.
“When I was a graduate student at Marlboro College, SunSetter Products recruited me for a very unique position as a Technical Support Specialist. My Capstone project was to train independent Sunsetter dealers to use a custom online ordering system. I had to become the expert at installing and repairing all SunSetter products, writing about them, and developing training programs for the people who use them. I use many of the lessons learned at Marlboro on a daily basis in my work. In 2012 I became an adjunct faculty person at Southern New Hampshire University, where I created and began teaching an online course called “Introduction to GIS.”
Emily Wargo, MAT 11
Instructional Technologist Champlain College’s E learning Unit.
“Soon after graduating from Marlboro s MAT program, I was hired by Champlain College in Burlington, Vermont, as an eLearning Course Producer. A year later, I was promoted to the position of Instructional Technologist at Champlain, and I now play a vital role in helping faculty use technology and best practices to design courses and enhance student learning. My Marlboro education and experience were invaluable in obtaining my new job. At Marlboro, I found knowledgeable and passionate teachers who were able to pass on their learning and excitement about educational technology to me. I am now able to spread that technology enthusiasm to the dedicated faculty I work with!”
Will Bohmann MAT, MSIT 11
- Educational Technology Integration Specialist at the Center For Technology in Essex. VT.
“I was hired at the Center for Technology before I graduated. The center’s curriculum is primarily project based, so there is a lot of room to incorporate technology skills and standards into the classroom. Developing a benchmark of technology skills is so important as these teachers are guiding students into a technology filled marketplace. This year I have been focusing on professional development for the staff on topics from file management and media to digital research and Moodle. I am also active with Vita Learn North West, run workshops in Moodle for the district, and do some web consulting on the side. I m so grateful for the skills and education I received at Marlboro.”
Lisa Whalen, MSIT/MAT ’12
“While I thought I was getting my master’s in order to teach, I ended up going down a very different path, something I never would have found had I not come to Marlboro. So, what am I doing now? My day job keeps me quite busy as the only eLearning Specialist for a company of 10,000 employees, and I love it. Every day I am working on something creative and finding new ways to make digital learning fun and interactive. My part time job as owner of On My Own Reading keeps me busy during the evenings and weekends as I work to get a learn to read system I created to the market. This system was a product of my Capstone, and was started in my very first class, Human Computer Interaction, which changed the way I look at things forever. The great thing about this is that my daughters have also been creatively involved throughout the whole process. Learning is something I do every day, it never ends. Going to Marlboro opened my eyes, and it also opened more doors than I realized possible.”
James Nye, MAT & MSIT ’11. BSMIS ’10
- Enginneer, Sovernet Communications.
- Faculty, BSMIS program.
I ve always looked at teachers and thought, Why are they using technology here? Why are they trying to force it when it doesn t fit?.’ The MAT program helped me answer the questions of when to use technology and when not to, and how to evaluate them from a pedagogical standpoint. Finding out how they use technology, and coming from my place of always using technology, I was able to work with my employer to understand how IT could be used properly both in the educational environment and in my corporate environment. I used the concepts that I learned in the MAT program and the MSIT program to reevaluate the current software, and build a new knowledge database. The MAT program is not just for educators.”
Drew Blanchard MAT 10
- Technology Teacher, Winooski, VT School District.
The MAT program at Marlboro helped me move on to the next phase of my professional career as the new technology teacher for the Winooski, Vermont, school district. I was hired in my new position before I graduated. For several years I d been looking for a program that would allow me to combine my love of teaching with my passion for technology. I ve found the courses and content of the MAT program to be directly applicable to my own goals, and the learning network that has been created here helps me personally and professionally. My work in the MAT program allowed me to fill a need in my own school district, where I’ve become a resource for our faculty and staff while still working directly with students. I rediscovered my own love of learning and feel rejuvenated in many ways.
Elizabeth McCarthy MAT 08
- Technology Integration Facilitator at Bradford Elementary School
- Board member, VITA Learn.
I had been on the fence about whether to pursue a degree in creative writing or technology. As it turns out, the teaching with technology program at Marlboro did engage my creative side in a way I had not expected. Another reason I chose the graduate school was its reputation within the educational community. I had looked at other programs but none of them focused on teaching with technology like Marlboro. As part of my work at Bradford elementary, I created a web portal for parents to see what’s happening at school as well as a central resource for students and teachers.
Karen Case MAT ’07
- Instructional Design and Development Specialist SUNY Plattsburgh
- Part time Faculty Vermont State College System and Marlboro College MAT Program
“My Marlboro program allowed me to re invent myself. It was a very challenging year to work and go to school at the same time. The grad school experience took me out of my comfort zone many, many times, but was exciting at the same time. I learned new and cutting edge technologies at every step of the way. I also liked meeting friends I will have for life. The program was flexible and offered a constructivist approach to learning. In other words, I applied everything I learned in some way, shape, or form.” Karen’s capstone was to help the Community College of Vermont (CCV) increase awareness of online education. After her capstone defense she was hired to coordinate CCV s online art and computer course offerings. In 2013 she landed her dream job as an instructional designer working in Library and Information Services at the State University of New York at Plattsburgh.
Meaghan Meachem MAT 07
- Assistant Professor at Lyndon State C
- Recently launched e journalism site with a grant from AT&T.
What I loved the most about Marlboro was that it allowed me to take the MAT program and focus it on the skills I needed to get to where I wanted to go which ultimately was to be in a college setting. I loved how open minded everyone was to what I was trying to accomplish for myself. I never once heard a no you can t do that here. Marlboro has given me so much to bring to my job today without it, I really don t think I would be nearly prepared enough to teach in a college setting.
Amy Stevens MAT ’06
- Associate Vice President for eLearning at Southern New Hampshire University (SNHU), rated #12 of Fast Company’s most innovate companies of 2012.
“My division is responsible for developing and maintaining all our online courses. Since joining SNHU, I ve played leadership roles in our LMS migration project, participated in the transition to a new bookstore (saving students millions of dollars a year), and spearheaded a bold and aggressive plan to introduce third party learning resources into the curriculum to drive down costs and improve student learning outcomes. In addition, I am a member of the Academic Strategic Leadership group that guides the online college s academic mission. There are days when I am amazed that I am in this roll and know I couldn t have gotten here without Marlboro.”
Annesa Hartman MAT 02
- Instructional, Graphic and Interactive Media Design for ELearning Innovation.
- Author of instructional books (19 and counting) on popular software. Author info at Delmar Cengage Learning.
- Instructor at Modesto Junior College in California and the Community College of Vermont.
In 2000, while I was doing a lot of freelance graphic work and teaching, I thought it might be a good idea to get a master’s in the field, so I started looking for a graduate program that integrated technology and teaching. To my delight the perfect program was right in my own backyard of lovely Vermont the MAT program at Marlboro. I met so many wonderful, talented people through the program and stay in contact with most of them today. In fact, my current job at Kaplan University was through an association with Will deBock (ISM ’98) that started with some freelance work during my Marlboro studies and then by 2009 into a full time position. Even 10 years after I graduated, the opportunities that still come my via my association with Marlboro never cease to amaze.
Kevin Bell MAT 00
- Executive Director, Northeastern University Online Curriculum Development and Deployment, College of Professional Studies, Northeastern University.
“I am amazed at how the MAT program provided such a solid framework for my subsequent work in the field of ed tech and academia. The curriculum equipped me with the tools to stay on top of developments in the field while the Marlborofaculty provided a focus on analysis of technologies, principles and pedagogy that has benefitted me in my career to this day. I was hired by a Boston start up two weeks prior to my graduation and have moved on to increasingly senior academic roles, ending with my current position at Northeastern, which I am combining with my doctoral studies (Ed.D) at the University of Pennsylvania. At many institutions throughout the north east and farther afield, I see my former classmates and peers holding positions of influence and seniority.”
Jenny Darrow MAT 00
- Director of Academic Technology, Center for Engagement Learning and Teaching (CELT), Keene State College, Keene, NH.
“Marlboro was innovative, it was quick, and it was an absolutely wonderful experience. Now I manage a small group at CELT that supports faculty teaching and student learning. Our job is getting people comfortable with technology, understanding why they should be using technology. Edtech is balancing the technical piece and the pedagogical piece, understanding technology and where technology is heading, but instructional design and pedagogy I think that is absolutely critical. I don t think I d be where I am now without Marlboro College. It may sound clich , but Marlboro will support your big ideas and encourage you to take risks. The blended learning model allowed me to work when I was ready to work, and the work we did as a cohort, the bonding we did and the learning from each other were all incredible.
- A 30 credit Master of Arts in Teaching with Technology (MAT)
- A 4 course Certificate in Instructional Technology
- Vermont State Educational Technology Specialist (ETS #42) Endorsement Courses.
- Professional development through our Continuing Education Program (CEP).
If you have any questions, please come visit us, email or call Matt Livingston in admissions 888 258 5665 x209, or the program chair, Caleb Clark.