THE VIRGINIAN-PILOT 

              Copyright (c) 1997, Landmark Communications, Inc.



DATE: Monday, February 3, 1997              TAG: 9702010014

SECTION: FRONT                   PAGE: A10  EDITION: FINAL 

TYPE: Letter 
                                            LENGTH:   23 lines

JOE CAMEL IS NOT COOL

My 4-year-old son and I pass the intersection of Monticello Avenue and Virginia Beach Boulevard each morning as I drive him to school. Recently, a billboard of ``Joe Camel'' playing a saxophone was installed at a corner of that intersection. My son's question: ``Dad, who is that cool guy?'' made my blood feel like ice in my veins.

Cigarette advertising targets your children - and it works. With several thousand children smoking their first cigarette each day, this is not a minor problem.

Cigarette companies may have some interest in marketing their products, but this must give way to the overwhelming need to protect our children's health - and, at the same time, save taxpayers billions of dollars in health-care costs as a result of tobacco-generated illnesses.

RICHARD J. SERPE

Chesapeake, Jan. 27, 1997