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billboards, eight print ads and four posters. With a target audience of youth aged 12–17, the
Florida Truth campaign modeled their approach after commercial marketing to teens, and used messages that "attacked the industry and portrayed its executives as predatory, profit hungry, and manipulative". The ads attempted to re-frame tobacco as an addictive drug promoted by an adult establishment, and tobacco control as a hip, rebellious, youth-led movement. The campaign involved teenagers taking on the tobacco industry as part of the 13-day "Truth Train" tour across the state. However, reduced funding for the program, among other factors, ultimately led to the demise of Florida's Truth campaign. One of the notable leaders of this campaign was Cleveland Robinson, who was the first of 10 student leaders to lead the statewide campaign and part of the Truth Train leadership team.
440:. One youth steps forward with a megaphone to shout up at the workers in the building, "...Do you know how many people tobacco kills every day? This is what 1200 people actually looks like." Another campaign advertisement, "Singing Cowboy", portrays a cowboy who has a breathing stoma (opening) in his neck singing, "you don't always die from tobacco, sometimes you just lose a lung", and other similar lyrics. A third commercial, "1 out of 3", uses "fantasized scenes such as an exploding soda can" to convey the message that tobacco is the only legal product that prematurely kills one out of three users. Perhaps one of truth's best-known campaigns, "Shards O' Glass", aired during
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smoking. In research with its target audience, campaign designers concluded that teenagers had become less interested in protesting against tobacco industry manipulation, and more interested in driving positive collective action. "Finish It" was developed to make use of their desire to be agents of social change. The goal of the campaign is to convince 94 percent of teenage nonsmokers, and 6 percent of teen smokers, to take an active role in ending tobacco use.
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campaign components. Between 1999 and 2004, Truth
Initiative (known at the time as the American Legacy Foundation) conducted a nationally representative Media Tracking Survey of youth aged 12–17 to inform its Truth campaign evaluation. The Legacy Media Tracking Survey (LMTS) measured tobacco-related attitudes, beliefs, and behaviors, exposure to smoking influences including Truth, sensation seeking, and openness to smoking.
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their generation. Youth articulated their frustrations with the manipulative marketing tactics used by the tobacco industry and described their ideal campaign as one that would give them facts and the truth about tobacco. From this emerged the concept of uniting youth in a movement against tobacco companies promoted through grassroots advocacy and a youth-driven advertising campaign.
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622:, and Truth Initiative used a pre/post quasi-experimental design to relate changes in national youth smoking prevalence to exposure to the Truth campaign over time. The study's statistical analyses showed that smoking rates among youth in the U.S. declined at a faster rate after the launch of the Truth campaign. A similar study published in the
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audiences. This research revealed that although youth were aware of the deadly nature of cigarettes, they were attracted to smoking as a tool for rebellion and empowerment. The {campaign designers wanted to counter the appeal of cigarettes by encouraging teens to rebel against the duplicity and manipulation exhibited by tobacco companies.
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Exposure to Truth advertisements was also associated with a statistically significant reduction in nonsmokers' intentions to smoke in the future. Another study of the Truth program from 2000 to 2004 examined whether campaign awareness and receptivity differed for youth across socioeconomic backgrounds. In 2005, a study published in the
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A line of custom merchandise for the campaign is produced and distributed at summer events. Each piece of merchandise features a design that highlights a fact about smoking. Items are often created in partnership with artists, such as a pair of custom sneakers made in collaboration with Kevin Lyons
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Arguably, the most recognized media produced for the Truth campaign are its television advertisements. For example, the Truth advertisement "1200" portrays a mass of youth walking up to a major tobacco company building, then suddenly collapsing as if dead while a single youth remains standing with a
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Many of the advertisements produced for the Truth campaign focus on selectively chosen facts about the ingredients in cigarettes and the consequences of smoking, including addiction, disease, and death. A large portion of the material included in the Truth campaign advertisements were are highlights
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adopted
Florida's strategy and converted the Truth campaign into a national campaign. Generally consistent with Florida's campaign, the Truth Initiative's version of the campaign featured messages highlighting the deceptive practices of tobacco companies and facts about the deadly effects of tobacco.
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In 2017, the Truth campaign focused on how the tobacco industry has targeted
African-Americans, low-income communities, LGBTQ individuals, members of the military, and those with mental health conditions. The campaign highlighted the connection between the tobacco industry's advertising tactics and
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The first campaign ad released, "Finishers", was shot in the style of a video manifesto and tells the youth, "We have the power. We have the creativity. We will be the generation that ends smoking. Finish it." The spot encouraged youth to get involved in the "Finish It" movement by superimposing the
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built a brand focused on empowering youth to construct positive, tobacco-free identities. Above all, the campaign avoids making directive statements telling youth not to smoke, and instead highlights alleged deceptive advertising practice and negative effects of tobacco use in order to persuade them
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The campaign aims for a light-hearted tone in its advertisements. In contrast to the heavier tone adopted by many anti-tobacco campaigns, the strategy behind the Truth campaign is to emphasize the facts about tobacco products and industry marketing practices, without preaching or talking down to its
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In March 1998, student delegates at a meeting sponsored by
Florida's Office of Tobacco Control voted to change the theme of the campaign to "truth, a generation united against tobacco". In April 1998, Florida launched a $ 25 million advertising campaign that included 33 television commercials, seven
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Truth
Initiative employs an internal research and evaluation team, and evaluation studies of the Truth campaign have been published in peer-reviewed literature since the launch of the campaign in 2000. The studies have included evaluation of televised ads as well as digital, gaming and "grassroots"
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The Truth campaign includes television and digital content to encourage teens to reject tobacco and to unite against the tobacco industry. When the campaign was launched in 1998, the teen smoking rate was 23%. By 2023, the use of combustible tobacco products was down to 11.2%, but overall tobacco
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A 2009 study examined whether the $ 324 million investment in the Truth campaign could be justified by its effect on public health outcomes. Researchers asserted that the campaign was economically efficient because it saved between $ 1.9 and $ 5.4 billion in medical care costs to society between
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Through their marketing campaign, the program set out to drive a wedge between the tobacco industry's advertising and a youth audience. The program assembled a team of advertising and public relations firms and collaborated with
Florida youth to develop a campaign that would effectively speak to
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The Truth campaign's initial objective was to "change social norms and reduce youth smoking." In building a strategy to accomplish this goal, the campaign designers looked to marketing and social science research, evidence from other successful campaigns, and engaged in conversations with teen
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A judge in the case noted that the foundation was "in the position of targeting ads against the very companies that are funding its existence", and said "Moreover, the risk of litigation could be directly related to the effectiveness of the ads. Therefore, in order to succeed in fulfilling its
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Cross-sectional studies on the effectiveness of the Truth campaign provided evidence that the campaign "had a significant impact on tobacco industry-related attitudes, beliefs, and other behavioral precursors, as well as a significant impact on youth smoking prevalence in the United States."
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In August 2014, truth launched the "Finish It" campaign targeting the next generation of U.S. youth aged 15 to 21. Along with a revamped campaign design, web presence, and series of ads, the Finish It campaign challenges the current youth cohort to be the generation that ends the practice of
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A study evaluating the "Finish It" campaign indicated lower intentions to smoke in the next year as well as anti-tobacco attitudes with higher ad awareness. Ad recall remained high, even when the campaign aired lower levels of television targeted rating points as compared with earlier Truth
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In another series of "Finish It" ads, "Unpaid
Tobacco Spokesperson" and "Unpaid Tobacco Spokesperson Response", the campaign tries to shed light on the way smokers, especially celebrity smokers, give tobacco companies free marketing as "unpaid spokespeople" when their photos are posted. As a
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and other famous people. The lyrics said that people whose profile picture on dating apps show smoking get half as many matches on dating apps as those who don't. "Left Swipe Dat" encouraged teens avoid smoking so they could avoid being "left swiped", that is, passed over, on a dating app.
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offering to sell dog urine to
Lorillard as a source of urea for use in manufacturing their cigarettes. Lorillard alleged that the ad was misleading and violated a provision in the Master Settlement Agreement that prohibits parties from engaging in "vilification" and "personal attacks".
458:'s "Real Cost" campaign in February 2014, Truth was the only national youth tobacco prevention campaign not directly sponsored by the tobacco industry (although the funding from the Truth campaign also came from the tobacco industry via the Master Settlement Agreement).
444:. The commercial showed an executive for a popsicle company, "Shards O' Glass", that provided disclaimers for their product – a popsicle with shards of glass in it, clearly unsafe and deadly – and posed the question, "What if all companies advertised like big tobacco?"
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study, which surveys national samples of over 45,000 youth in grades 8, 10 and 12, reported historically low levels of current cigarette use amongst youth – only 6 percent of teens still smoke. This may be more attributable to the rising prevalence of
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In another effort to connect smoking to a teen passion point, "CATmageddon" told teens that smoking is bad for pets and set up the scenario that if there were no cats (due to smoking-related illness and disease) there would be no
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response, Finish It told youth to "think before you post a smoking selfie." The campaign also encouraged youth to "erase and replace" cigarettes from photos on social media with various props from the Truth campaign website.
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use was at 22.2% due to the rise of e-cigarette use among teens. In August 2014, a variation called "Finish It" was launched to assert that the current youth cohort should be the generation that ends smoking.
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Through social media feedback and focus group testing, the campaign's designers concluded that teens respond best to "up-front and powerful messages that display courage and honesty in a forceful way."
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Since the launch of the campaign in 1998, the campaign's management team has "utilized many different forms of media and evolved its tactics to ensure it reached the teen audience most effectively."
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shoes. That partnership also included promotion of a contest called "Custom
Culture" where students competed in design challenges relevant to the campaign's merchandise and subject matter.
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695:. The dispute ran from July 2001 until a court decision in July 2006. The Truth advertisement notes that cigarettes are manufactured with chemical additives, and emphasizes the idea that
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to threaten litigation against Truth Initiative (then the American Legacy Foundation). Under the threat of litigation from Lorillard, the foundation pre-emptively sued Lorillard in
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Other advertisements with various themes were produced between 2000 and 2014, including "Connect truth", "The Sunny Side of truth", "Unsweetened truth", and "Ugly truth."
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sign that reads, "Tobacco kills 1,200 people a day. Ever think about taking a day off?" In the "Body Bags" commercial, youth pile body bags on the sidewalk outside of
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to make that decision themselves. The campaign attempts to manipulate youths' desire to rebel and to assert their independence towards its tobacco use reduction goal.
574:. Grassroots marketing is done via a team of "truth tour riders" who are sent to popular music and sporting events across the country every summer, including the
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and therefore there would be a "CATmageddon", a "world devoid of furry kittens and the adorable, hilarious videos that come with them." The ad launched at the
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the tobacco-related health disparities across these demographics. Initial documentary-style videos created for this campaign featured comedian and actress
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target audience. The underlying theme is one of tobacco industry manipulation. With advertisements featuring youths confronting the tobacco industry, the
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Vallone, Vallone; Cantrell, Cantrell; Bennett, Bennett; Smith, Smith; Rath, Jessica; Xiao, Xiao; Greenberg, Greenberg; Hair, Elizabeth C. (June 2, 2017).
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154:. The reason given is: The newest information provided about the campaign is from 2014. What has happened since then? Is this campaign still ongoing?.
278:(formerly called the American Legacy Foundation until 2015) and funded primarily by money obtained from the tobacco industry under the terms of the
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703:(an odorless chemical that is basically non-toxic, although urea is best known to the general public as a component of urine). The ad features a
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652:. The campaign has also been recognized for its achievements in marketing with numerous awards in advertising efficacy, such as
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Ending the Tobacco Epidemic: A Tobacco Control Strategic Action Plan for the U.S. Department of Health and Human Services
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in 2009 found a direct association between youth exposure to Truth messaging and a decreased risk of taking up smoking.
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918:. Bethesda, MD: U.S. Department of Health and Human Services, National Institutes of Health, National Cancer Institute.
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In 2015, "Left Swipe Dat", a lengthy song and music video created as part of the "Finish It" campaign, debuted at the
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2000 and 2002. In this way, the authors argued that the campaign is a cost-effective public health intervention.
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on July 17, 2006, which ruled unanimously that the campaign did not violate the Master Settlement Agreement.
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awards. The Truth campaign has also been featured in some academic marketing and communications textbooks.
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768:"Tobacco Product Use Among U.S. Middle and High School Students — National Youth Tobacco Survey, 2023"
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The Truth campaign has been praised by some federal and state public health officials, as well as the
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The initial Truth campaign was developed by the Florida Tobacco Program, which ran from 1998 to 2003.
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In addition to its television advertisements, the campaign maintains an online presence and employs
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1610:"The Role of the Media in Promoting and Reducing Tobacco Use: Tobacco Control Monograph, No. 19"
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The Role of the Media in Promoting and Reducing Tobacco Use: Tobacco Control Monograph No. 19
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Farrelly, M.; Healton, C.; Davis, K.; Messeri, P.; Hersey, J.; Haviland, M. (June 2002).
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In 2014, Advertising Age named Truth one of the top 10 ad campaigns on the 21st century.
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Please help update this article to reflect recent events or newly available information.
1822:"The National Television Academy Presents the Public and Community Service Emmy Awards"
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reached between 46 U.S. states and the four largest companies in the tobacco industry.
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1308:"Reinvigorated truth Campaign Will Empower Youth to Finish the Fight against Tobacco"
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416:, houses millions of formerly secret tobacco industry internal corporate documents.
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1724:"Anti-Smoking Campaign Lowers Youth Smoking Rates With 'Truth' Funding Threatened"
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1479:"New ads accuse Big Tobacco of targeting soldiers and people with mental illness"
1443:"New ads accuse Big Tobacco of targeting soldiers and people with mental illness"
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from tobacco industry documents that were made publicly accessible following the
270:) is an American public-relations campaign aimed at reducing teen smoking in the
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1767:. Atlanta, Georgia: U.S. Department of Health and Human Services. Archived from
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1636:"Cost-Utility Analysis of the National truth Campaign to Prevent Youth Smoking"
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1073:"Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns"
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profile picture. This online activism tactic is similar to that used by the
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1417:"A new anti-smoking ad slams Big Tobacco for targeting black neighborhoods"
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when they asked individuals to change their profile pictures in support of
2096:"Mass Media Bureau Action Comment Sought On Motion For Declaratory Ruling"
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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
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872:"Social Marketing Institute – Success Stories – Florida truth Campaign"
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2033:"Monitoring the Future National Survey Results on Drug Use 1975–2016"
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Allen, Jane; Vallone, Donna; Vargyas, Ellen; Healton, Cheryl (2010).
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988:"National Cancer Institute – Cancer Control and Population Sciences"
2006:
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The truth Campaign: Using Countermarketing to Reduce Youth Smoking
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1532:"Anti-smoking organization launches tour to end teen tobacco use"
1558:"Vans Kicks Off the Sixth Annual Custom Culture Art Competition"
833:"A Less Defiant Tack in a Campaign to Curb Smoking by Teenagers"
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592:
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Holtgrave, D.; Wunderink, K.; Vallone, D.; Healton, C. (2009).
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In 2018, anti-vaping campaign ads became part of the campaign.
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1802:. Washington, DC: Office of the Assistant Secretary for Health
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U.S. Department of Health and Human Services (November 2010).
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2007:"Top 15 Ad Campaigns of the 21st Century - Advertising Age"
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Centers for Disease Control and Prevention (October 2003).
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mandate, ALF needed to put itself at risk of litigation."
2070:"Legacy Litigation | The American Legacy Foundation"
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1013:"Ending the Tobacco problem: A Blueprint for the Nation"
1675:"Evidence of the Impact of the truth FinishIt Campaign"
683:
A Truth campaign radio ad called "Dog Walker" prompted
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1847:"Public & Community Service Awards – 2005 Winners"
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campaign logo, an "X" in an orange square, onto their
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and connected smoking to dating. The video featured
1584:"Examining tobacco use among youth and young adults"
691:, and Lorillard followed by suing the foundation in
362:, and by adding encyclopedic content written from a
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1060:. Jones and Bartlett Publishers. pp. 195–215.
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211:Youth smoking prevention public education campaign
2102:(Press release). November 5, 2001. Archived from
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646:U.S. Centers for Disease Control and Prevention
1340:"truth - Unpaid Tobacco Spokesperson Response"
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960:"Teens wrap up 10 day anti tobacco train trip"
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1932:"Youth Marketing North America Case Studies"
650:U.S. Department of Health and Human Services
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1151:American Legacy Foundation (January 2012).
772:MMWR. Morbidity and Mortality Weekly Report
64:Learn how and when to remove these messages
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2168:Public service announcement organizations
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382:Learn how and when to remove this message
311:American Legacy Foundation Truth campaign
179:Learn how and when to remove this message
125:Learn how and when to remove this message
462:Campaign re-launch strategy and examples
2163:Internet properties established in 1998
1640:American Journal of Preventive Medicine
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912:National Cancer Institute (June 2008).
874:. Social-marketing.org. August 25, 1997
830:Newman, Andrew Adam (August 10, 2014).
758:
625:American Journal of Preventive Medicine
2005:Rodriguez, Ashley (January 10, 2015).
1225:from the original on December 21, 2021
1195:from the original on December 21, 2021
414:University of California San Francisco
343:contains content that is written like
315:As Florida's campaign diminished, the
86:contains content that is written like
1366:"truth – Unpaid Tobacco Spokesperson"
412:, created in 2002 and managed by the
7:
932:"Teens Message to peers: No Smoking"
738:Tobacco Master Settlement Agreement
572:guerrilla "on-the-street" marketing
1985:"'Truth' Shares Grand Effie Award"
1738:American Public Health Association
1306:Myers, Matthew (August 12, 2014).
675:than the success of the campaign.
543:. Later videos, premiered at the
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2100:Federal Communications Commission
1077:American Journal of Public Health
611:American Journal of Public Health
295:Florida Tobacco Program 1998–2003
45:This article has multiple issues.
1477:Wan, William (August 24, 2017).
1441:Wan, William (August 24, 2017).
929:Archer, Mike (August 31, 1998).
406:1998 Master Settlement Agreement
332:
280:1998 Master Settlement Agreement
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2031:Monitoring the Future website.
1679:Nicotine & Tobacco Research
519:and featured partnerships with
410:Truth Tobacco Documents Library
53:or discuss these issues on the
1826:National Academy of Television
1313:Campaign for Tobacco-Free Kids
1019:. May 23, 2007. Archived from
719:The matter was decided by the
1:
2138:truth campaign advertisements
1219:"The Truth – Body Bags Tv Ad"
436:(now former) headquarters in
420:Initial tactics and campaigns
2173:Smoking in the United States
1652:10.1016/j.amepre.2009.01.020
1582:American Legacy Foundation.
1249:"ugly truth: Singing Cowboy"
699:and cigarettes both contain
599:Evaluation and effectiveness
456:Food and Drug Administration
1851:Television National Academy
1608:National Cancer Institute.
707:from an actor portraying a
545:2017 MTV Video Music Awards
454:Prior to the launch of the
324:Campaign strategy and style
231:; 26 years ago
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1125:American Legacy Foundation
317:American Legacy Foundation
685:Lorillard Tobacco Company
547:and featured journalists
541:59th Annual Grammy Awards
517:58th Annual Grammy Awards
492:57th Annual Grammy Awards
274:. It is conducted by the
198:
150:This article needs to be
2153:American health websites
2133:Truth Initiative website
1614:cancercontrol.cancer.gov
992:cancercontrol.cancer.gov
582:and High School Nation.
656:, Clio Healthcare, and
636:advertising campaigns.
2128:Truth campaign website
1942:on September 20, 2013.
1722:Krisberg, Kim (2005).
784:10.15585/mmwr.mm7244a1
721:Delaware Supreme Court
1089:10.2105/ajph.92.6.901
1017:Institute of Medicine
766:Birdsey, Jan (2023).
668:Monitoring the Future
539:and premiered at the
477:Human Rights Campaign
364:neutral point of view
107:neutral point of view
27:Anti-tobacco campaign
1964:on December 18, 2014
1882:on November 21, 2013
1872:"Winners 2013, Film"
555:, as well as rapper
2076:on October 12, 2007
1912:on December 6, 2014
1774:on October 17, 2011
1484:The Washington Post
1448:The Washington Post
1277:"truth – Finishers"
1127:. December 12, 2014
1023:on October 21, 2009
620:Columbia University
356:promotional content
195:
99:promotional content
2106:on August 20, 2003
1692:10.1093/ntr/ntx119
1520:. August 16, 2018.
1283:on August 11, 2014
1189:"The Truth – 1200"
1153:"truth Fact Sheet"
839:The New York Times
358:and inappropriate
101:and inappropriate
1983:Griswold, Alice.
1954:"Woodworks Effie"
1536:USA Today College
968:. August 11, 1998
778:(44): 1173–1182.
640:Awards and praise
616:RTI International
481:marriage equality
442:Super Bowl XXXVII
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208:Product type
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93:Please help
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586:Merchandise
576:Warped Tour
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2080:August 24,
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878:August 24,
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709:dog walker
679:Litigation
648:, and the
553:Ryan Duffy
549:Kaj Larsen
525:Adult Swim
513:cat videos
372:March 2021
352:improve it
226:Introduced
95:improve it
50:improve it
2011:adage.com
1701:1469-994X
1493:0190-8286
1457:0190-8286
792:0149-2195
504:King Bach
56:talk page
1709:28575421
1660:19211214
1562:Vans USA
1421:Mashable
1223:Archived
1193:Archived
1107:12036775
810:37917558
801:10629751
727:See also
689:Delaware
529:BuzzFeed
473:Facebook
1390:truth.
1377:YouTube
1351:YouTube
1293:YouTube
1260:YouTube
1235:YouTube
1205:YouTube
1098:1447480
496:Becky G
290:History
252:Website
244:Markets
236:1998-04
234: (
152:updated
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1588:Legacy
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697:urine
658:Effie
557:Logic
521:Petco
268:truth
264:Truth
216:Owner
194:Truth
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593:Vans
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1687:doi
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