TY - JOUR
T1 - Bringing 'light, life and happiness'
T2 - British American tobacco and music sponsorship in sub-Saharan Africa
AU - Patel, P.
AU - Okechukwu, C.A.
AU - Collin, J.
AU - Hughes, B.
PY - 2009/1/1
Y1 - 2009/1/1
N2 - This article aims to provide a review of music sponsorship to market cigarettes in sub-Saharan Africa. Using analysis of previously secret corporate documents from British American Tobacco (bat) and focusing on two separate case studies of sponsorship in Africa, Nigeria and South Africa, the paper illustrates how tobacco companies have sought to undermine health legislation from 1990 to 2001. Both case studies suggest that music is an important marketing tool in Africa because it can effectively target young consumers; has a universal appeal; transcends barriers to communication imposed by limited literacy and language barriers; has a long-term appeal and can be successful in undermining tobacco control measures. The case studies highlight the limitations of national regulatory efforts and reinforce the significance of the implementation of the who's Framework Convention on Tobacco Control in Africa, a critical region for the convention's success.
AB - This article aims to provide a review of music sponsorship to market cigarettes in sub-Saharan Africa. Using analysis of previously secret corporate documents from British American Tobacco (bat) and focusing on two separate case studies of sponsorship in Africa, Nigeria and South Africa, the paper illustrates how tobacco companies have sought to undermine health legislation from 1990 to 2001. Both case studies suggest that music is an important marketing tool in Africa because it can effectively target young consumers; has a universal appeal; transcends barriers to communication imposed by limited literacy and language barriers; has a long-term appeal and can be successful in undermining tobacco control measures. The case studies highlight the limitations of national regulatory efforts and reinforce the significance of the implementation of the who's Framework Convention on Tobacco Control in Africa, a critical region for the convention's success.
UR - http://www.scopus.com/inward/record.url?eid=2-s2.0-67650493108&partnerID=8YFLogxK
U2 - 10.1080/01436590902867110
DO - 10.1080/01436590902867110
M3 - Article
AN - SCOPUS:67650493108
SN - 0143-6597
VL - 30
SP - 685
EP - 700
JO - Third World Quarterly
JF - Third World Quarterly
IS - 4
ER -