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Truth Initiative
The truth Campaign

RAN IN: United States

CLIENT
American Legacy Foundation

AGENCY
Arnold Worldwide *Lead Agency


SUMMARY

'Following the 1998 Master Settlement Agreement between the Tobacco Companies and the nation's Attorney's General, The American Legacy Foundation launched the truth campaign to reduce youth tobacco use in America. The truth brand put teens in control to deconstruct the myths and lies about tobacco. With a strong presence in TV, Print, Radio, Out-of -Home, Grassroots promotions and the internet, truth achieved a 77% awareness among its core audience of teens 12-17.'


Language: English