Teens Respond to Ads That Tell Why Smoking
is Bad
In order to convince teens that smoking is a health risk, the American
Legacy Foundation has used tactics similar to those employed by
marketers of products like cell phones, soft drinks, and trendy
apparel, USA Today reported May 2.
The goal of the foundation's "Truth" ad campaign is to
sell teens on the idea of not smoking. By exposing the marketing
tactics of tobacco companies, it appears that the American Legacy
Foundation has captured the attention of teens. By having a credible
message, the television ads have made not smoking cool.
"You don't have to be much of a social scientist to recognize
that saying, 'I dare you to do something,' is almost a guarantee
that young people will rebel," said Chris Cullen, executive
vice president, marketing and communications at the foundation.
Cullen said the Truth campaign's message has gotten "into
the in crowd. We are privileged to have an inside conversation with
12- to 17-year-olds," he said. "At some point teens seem
distanced by the facts. They told us to show them a way to think
about 1,200 daily deaths."
Cheryl Healton, chief executive of the foundation, said that in
six months the organization will release a study that shows "clear
evidence that the Truth campaign has accelerated the rate of decline
in youth smoking."
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