The Squat Style Get Up Primer:
Turkmenistan is one of the most mountainous countries in the world. Its climate varies from hot and humid during summer months to cold and snowy at winter time. The terrain ranges from mountainsides, deserts, steppes, grasslands and swamps. There are no rivers or streams running through Turkmenistan so there is no way of transporting water except for small lakes which are not very deep. Water is therefore scarce and the country suffers from frequent droughts.
Turkmenistan’s arid climate makes it extremely difficult to grow any kind of crops other than wheat, barley and potatoes. These three staple foods are all grown in large quantities in the cities where they provide food for millions of people. However, even these staples cannot feed everyone every day. A significant number of people live on less than two dollars per person per month (about $0.02 USD). People living on such meager incomes have to resort to eating meat, fish and eggs.
Turkmenistan is also home to the Tajiks, a nomadic ethnic group who speak a language called Dari. They are known for their horsemanship skills and riding camels. Their culture emphasizes loyalty, honor and courage. Most of them are Muslim but some follow other religions like Hinduism or Buddhism. There are also a large number of farm owners and workers in Turkmenistan.
In this country, like many others in the world, there is a great divide between the rich and the poor.
The goal of the social climate is to understand that there are certain populations at risk. The reasons for this vary widely and it is important that they are uncovered so that they can be helped. Risk factors can be divided into three categories: personal, environmental and biological.
Personal risk factors are those that relate to a specific person such as their age, gender, ethnicity, occupation and behavior. It is important to understand these because they can change over time which means that a certain risk factor at one age may not be a risk factor at another age. For example, in childhood the main risk factor for obesity is the parent’s perception of their child’s weight (i.e. if the parent perceives their child to be overweight then they are more likely to have an obese child).
As a child gets older their risk factor changes to diet and exercise. Obesity is seen as a big problem in Turkmenistan and it is recognized by most people as being harmful to one’s health.
Environmental factors refer to external conditions that may increase a person’s risk of disease or injury. These can be things like natural disasters, living conditions, or even community or government policies. It is important to understand these factors because they are often responsible for causing disease in a large number of people. Some common environmental risk factors for disease and injury include air and water pollution, malnutrition and drug abuse. In addition to disease, these factors can also cause birth defects, disability and death.
To reduce the risk of such things the government has plans in place to clean up the environment and provide the necessary social services to its people.
The final category of risk factors are biological. These are things such as a person’s genetics, age, gender and occupation. Some biological risk factors cannot be changed such as a person’s age or gender. Other risk factors can be changed such as quitting smoking or using a seatbelt. It is important to understand both the biological and personal risk factors in order to help prevent certain diseases or injuries from occurring.
Injury and disease prevention can take many forms such as health information programs, stricter laws, safer products, and health care reforms. An important step in injury and disease prevention is health promotion. This involves teaching people how to improve their health so that they can avoid certain diseases or injuries in the future. An example of this would be teaching female farmers in the countryside how to handle pesticides more safely.
One of the main focuses of injury and disease prevention in the country is health promotion based on gender and age. These concepts were introduced by the World Health Organization (WHO) into the constitution of many countries in an effort to combat some of the more serious diseases and injuries.
Gender focuses on males and females separately because their biological differences often mean that they experience disease differently. For example males have a higher chance of developing cancer of the liver whereas females are more likely to develop cancer of the uterus.
Age focus on children, teenagers, adults and elderly people because their risk factors often differ from one another. For example, young children often suffer from injuries related to drowning or fires whereas elderly people are more likely to suffer from diseases involving the heart and blood system.
Finally, there is an emphasis on socio-economic status because this often determines how favorable the living conditions are. Someone living in poverty is more likely to get sick because they do not have access to good, clean water; they have to live in unsanitary conditions and they often have to resort to unhealthy habits such as smoking or eating junk food.
In an attempt to reduce the amount of deaths and diseases in the country, government policies have been stressing health promotion based on gender and age as well as a person’s socio-economic status. Public schools have added more classes on health, personal hygiene and nutrition. Government campaigns have also targeted women, children and especially members of lower socio-economic status in an effort to improve their quality of life.
Tobacco, alcohol and drug abuse are still a problem in the country. Tobacco products are proven to cause cancer as well as other diseases such as emphysema and several respiratory diseases. Alcohol is also carcinogenic and has been proven to cause liver disease as well as mental illness. Finally, drug abuse has several negative effects on a person’s life. From mental illness to physical health, any drug can cause problems.
The following are statistics of illnesses and diseases in the country on a yearly basis:
Cardiovascular Disease : 31527 cases, 15278 deaths
Cancers: 117093 cases, 63230 deaths
Stroke: 62233 cases, 31426 deaths
“Note: This is all terminal illness”
This graph shows the increase in terminal illness in the past ten years. While the increase in such illnesses is not alarming, it is a cause for concern. If the number of terminal illnesses continues to rise at this pace, hospital beds will soon begin to fill up and doctors will not be able to keep up with all the work they are given.
This problem is even worse in the countryside where people are more likely to smoke and drink than in cities. The WHO has made several recommendations to the government in an attempt to curb the problem such as banning smoking in public places, increasing taxes on alcohol and cigarettes and imposing stricter rules on where people can buy tobacco products. The government is also considering adding health education in schools as well as public places such as shopping malls.
The issue of terminal illness is a big one for the government because it directly affects the health of the nation. The rise in the number of hospital beds that are in use as a result of terminal illness takes away from the hospital beds that could be used to treat newly acquired injuries or sicknesses.
The following are statistics of occupational illnesses and diseases in the country on a yearly basis:
O.C.D: 15673 cases, 3377 deaths
This graph shows the increase in occupation diseases in the past ten years. While the increase is not alarming, it is a cause for concern. If the number of occupation diseases continues to rise at this pace, the workforce of the country will begin to decrease and in a time when the economy is doing so well, this could have a disastrous effect on the nation’s economy.
This problem is even worse in the countryside where workplace safety and regulations are not always followed. The WHO has made several recommendations to the government in an attempt to curb the problem such as adding health education in schools as well as in public places such as shopping malls. The government is also considering imposing stricter rules on where people can work and how work places are run.
The issue of occupation diseases is a big one for the government because it directly affects the economy of the nation. If the number of workers continues to decrease, the economy could suffer greatly and the government wants to prevent this at all costs.
The issue of terminal illness, while also a problem in the country, is being handled with more urgency due to its immediately life-threatening nature. While the problem of terminal illness only affects a small portion of the population, it can immediately affect any one person in the country. This part of the plan is much more centered towards the public and their awareness rather than providing any sort of solution or instigation of change. The following are some sample ads for the anti-smoking campaign.
Below are some possible posters to be displayed in various public places.
The first poster has a picture of a man smoking a cigarette with the text “Your health is important. Quitting smoking now will increase your chances of living longer.” This poster targets the more “casual” smokers who may not really need to hear the more scare tactic-like message in the next poster.
The second poster has a very large text at the top that reads “Quit smoking now! For your family’s sake” with the rest of the text being much smaller and in light gray color. This poster targets the more hardcore smokers who are still reading at this point in the message.
The third poster is almost identical to the second one except that it has a much darker and bolder text. The only other noticeable difference is that the phrase “For your family’s sake” is slightly reworded to read “Quit smoking now! For your family, even your children’s sake.” This poster targets the same hardcore smokers as the second one but also tries to get the parents who may be smoking to stop for their kids.
This next set of posters doesn’t necessarily pertain to real ads but rather a way to raise awareness about the health risks of smoking. The first poster that can be displayed anywhere shows a man whose mouth and throat are covered in cancerous tumors with the text “Cigarettes and tobacco can cause Cancer.” These are fairly straightforward but still helpful in getting the message across.
Another way to raise awareness is by giving people a chance to test their knowledge on smoking related facts in a fun way. The following poster uses copy-protection type methods to determine if the viewer can answer questions about cigarettes correctly. These questions are random each time so the more people who view it, the more people can take the quiz and share their results with their friends.
Random Facts: Can you answer all of the following questions correctly?
This next set of ads are much more direct in their message. They’re also a little exaggerated but that is for more effective since it gets peoples attention and sticks out in their heads. The first poster is a very large picture of a hand with a lit cigarette burning down to the fingers. The text under the photo reads “Smoking causes blindness.”
The next poster is one large gruesome picture of a person who has had half of their face burnt off. The burns cover the entire face making it hard to identify the person in the picture. Small wisps of smoke come off of what remains of their skin where the burn coverage isn’t 100%. The poster reads “Tobacco kills.”
The next two posters are identical in size to one another and are positioned right beside each other. The first has a large photo of a man laughing with his mouth wide open. Inside the man’s mouth are several rotten teeth along with at least two missing teeth. The second has the same man, but this time his mouth is tightly closed and tears are coming from his eyes as he covers it with his hands. The text under the two photos read “Smoking causes bad breath and tooth decay.” The reason why there are two identical posters is to attract attention and then once the viewer has noticed them they are drawn in to read the posters because of how contrasting they are.
The final poster in this series uses a close up of an eye for the picture with the tag line reading “Tobacco stains your entire body.”
This next set of ads have to do with taxation and cost. These ads are a little different because they target people who don’t necessarily smoke themselves but buy cigarettes for their friends who do smoke. These ads try to appeal to the consumer on a financial level rather than a health level.
Besides these posters there are also TV and radio spots that run in between shows that contain similar messages. A few of these ads also appear in newspapers and magazines as well.
These next few ads are more on the fun and games side rather than delivering a serious message. The first of these is a game of hangman. There is no payoff for winning or losing, it’s simply there to keep people’s attention and most likely to have a lot of people asking what the heck “Smoking is Fast” means.
Lots of the ads feature catchy phrases with every word starting with the same letter of the alphabet. They key is to make sure they are memorable. These ads also show a tremendous variety of images and messages in order to appeal to as many different types of people as possible.
The final set of ads are probably the most important as far as the longevity of the company is concerned. These ads explain the benefits of joining the “Smoker’s Club.” Basically, for a very small fee ($1) you become a member and your name is entered into a monthly lottery. Every month the company holds a lottery and then sends that month’s winner a check for $5,000! Obviously these ads tend to attract a lot of people and when word gets around about how great the cigarettes are and how much you can win just by smoking you’ve pretty much locked in a customer for life.
The tag line for this campaign is “Why be Average?”
This is meant to appeal to people who feel out of place or unhappy with their current situation. In some ways it works the same way war does. It unites people under a common goal and in this case that goal is to get rich.
Over the years the world has become a much more “safe” place. This isn’t a bad thing in of itself, but it can be frustrating when you feel like you aren’t free to do the things you want. In the ’40s and ’50s it seemed like almost everyone smoked and while society has moved on from that, these ads hope to bring back those glory days. The only difference is now it’s not just to be cool, but because you have a genuine chance at winning money.
The Bottom Line
So now that we’ve gone over all these ads let’s review some of the pros and cons of the campaign.
First off, the cost of the campaign is going to be around $15 million which might sound like a lot, but spread out over 5 years it’s really not that bad. Even if you only get a 10% increase in profits it will have been well worth it. Of course, you’re hoping to get way more than just a 10% increase and with so many different ads you’re confident you’ll see a major jump in sales.
Honestly, the only major concern at this point is if the campaign will even be legal. It’s one thing to encourage people to smoke by telling them it’ll make them famous or rich, but it’s an entirely different matter if you’re now blatantly telling them to break the law by telling them how to lie to Customs. It doesn’t help that your legal team has almost completely disbanded due to financial issues so you don’t have many people to consult on the legality of this endeavor.
In any event, you decide to push ahead with the campaign and hope for the best.
Five years pass…
It’s been five years now since you launched your campaign and at this point you don’t even recognize the company you’ve become.
First off, your new ads were a huge success. So much so that “The Smokers Club” is now a household name. You had so much interest at one point that you were even selling packs pre-filled with cigarettes (customs couldn’t tell the difference since they were all ‘tested’ first).
You also made a mint off the members of your club too. You didn’t know there were so many people interested in becoming rich that weren’t criminals before all this. It turned into a bit of a gold mine for you and while you likely could’ve stopped there, you kept going.
You soon realized that you could get away with most anything and still make a profit. As long as your customers were happy, that’s all that mattered and they certainly were happy. People couldn’t get enough of your company, the vast majority of which didn’t care about the details as long as they were having fun.
The biggest thing though is that smoking is now finally considered ‘cool’ by most people. While you don’t really care about that, it’s nice to at least not feel like an outcast anymore.
The only real downsides to this whole thing is you’ve started to gain a minor ‘reputation’ as some tobacco company ‘mogul’, but whatever. As long as people aren’t on your back all the time you don’t care.
As for your personal life, that’s been a non-existent mess. You figured when you started this that it’d be a pretty fun ride, and for the most part it has been, but there have definitely been consequences to your actions.
For one thing, your relationship with your daughter has been very strained. She still doesn’t know the full extent of what you’ve done, but she’s definitely knows you’re full of it when you tell her you’re a simple ‘tobacconist’.
Your wife has left you and taken Lisa with her back to England. She was so ashamed of what you’ve done that she couldn’t even look at you anymore. You tried to explain, but she just couldn’t listen anymore. You’ve written several letters back to her, explaining how you were just trying to make enough money to get by and that you never meant for any of this to happen, but you’re sure she never reads them. You’ve also sent messages through Lisa, but she always says how she wants nothing more to do with you and how you should just stay away.
And that’s exactly what you’ve done. You haven’t tried to contact either of them in the past two years since your wife left. You don’t honestly know what you’d even say if you saw them again. You’ve just come to accept that they’re gone and you screwed up any possible relationship you could have with your daughter.
As for your business, you haven’t slowed down. If anything, you’re trying to expand, though you still maintain a smoke shop front with a few customers coming in to get their weekly packs.
Sources & references used in this article:
Modern newspaper practice: a primer on the press by FW Hodgson – 1996 – books.google.com
Mapping the Godzone: A primer on New Zealand literature and culture by WJ Schafer – 1998 – books.google.com
Gardener by DI Matulka – 2008 – Greenwood Publishing Group
Adaptation to flooding in urban areas: An economic primer by AG Primer – casfs.ucsc.edu
Eccentric Training Primer by EJ Heikkila, M Huang – Public Works Management & Policy, 2014 – journals.sagepub.com