The Alberta government has recruited a 10-time world champion chuckwagon racer to tell young people about the dangers of chewing tobacco.

Kelly Sutherland chewed tobacco for three decades.

"Your gums bleed a lot," said Sutherland, who now urges young people not to take up the habit. "Later in life, you know you have deterioration of the gums and your teeth are stained."

Kelly Sutherland by his chuckwagon

Nearly 15 per cent of teenage boys in Alberta have used chewing or spit tobacco, according to the Alberta Alcohol and Drug Abuse Commission. Many start chewing as young as nine or 10 years of age.

"It keeps me calm," said Clayton Strutt, a bareback rider who started chewing in the fourth grade. "Keeps me awake when I have long traveling."

• FROM APRIL 14, 2003: Alberta fights chewing tobacco myth

Shandy Reed of the commission hopes to counteract images of professional ballplayers chewing tobacco with graphic images of oral cancer.

"Spit tobacco is a deadly product and smokeless does not mean harmless," said Reed, who recruited Sutherland for the campaign, which also includes a TV spot featuring Edmonton Oiler hockey player Jason Chimera.

Sutherland has cut back considerably and uses an herbal alternative, but he hasn't quit entirely. He said it is harder than kicking alcohol.

"I've not had anything to drink for eight years and I was an alcoholic, so I know what addictions are," said Sutherland. "This is one addiction I find very difficult to quit."

Chewing tobacco may be difficult to quit because it is so strong; one pinch or dip contains as much nicotine as three or four cigarettes.

Sutherland's "don't start" video will be available to schools and sports team this fall.