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The American Association of Advertising Agencies, New York, presented its 2008 O'Toole Awards for Creative Excellence at its recent leadership conference. . . .
The award for public service advertising was shared by Crispin Porter and Arnold Worldwide, part of the Arnold Worldwide Partners unit of Havas, for the "Truth" anti-smoking campaign on behalf of the American Legacy Foundation.
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WeDidItStory.com, a Web site promoting The TRUTH's ?eWe Did It? campaign, has unveiled a new set of electronic greeting cards (e-cards) for users to send to their loved ones as encouragement in quitting tobacco.
The Utah Department of Health's (UDOH) ?eWe Did It? campaign is the first of its kind to customize its messages to non-tobacco users.
The Florida Department of Health has awarded its $17 million Florida Tobacco Prevention account to the Zimmerman Agency, a Tallahassee-based advertising, public relations and interactive firm. The campaign is the largest the health department has undertaken, due to huge support from a voter referendum to increase anti-tobacco-related programs.
For Florida's new anti-smoking effort, traditional approaches had to be changed in favor of messages that relate to smokers. . . .
Zimmerman will also be pressed to outperform the very successful "Truth" anti-smoking campaign created by Crispin Porter & Bogusky and Arnold for national health group the American Legacy Foundation. "Those are big shoes to fill. And the 'Truth' campaign focused almost exclusively on the youth segment," said Ms. Lynn. She added that the Florida health department wants to focus as much on cessation as on prevention, which means targeting older smokers. The effects of second-hand smoke and smokeless-tobacco products are also a high priority.
AT BRIGHTON: The Utah Department of Health is sponsoring The TRUTH Terrain Park at Brighton this year with a colorful display painted by a well-known graffiti artist. The park's rails and wall ride depict images of devils encouraging people to smoke and burning money to represent the high cost of smoking.
The Utah Department of Health (UDOH) is taking The TRUTH about tobacco to high-risk youth at Brighton Ski Resort with colorful urban art at The TRUTH Terrain Park. As part of a new sponsorship, The TRUTH is offering skiers and boarders discounted tickets and prizes through www.warriorsagainsttobacco.com.
The TRUTH commissioned internationally-known graffiti artists to paint the terrain park's rails and wall ride with the theme "See through the smoke, don't be manipulated." The artwork depicts images of corporate devils seducing others to smoke, burning money to represent the high costs of smoking and the satisfaction that can come from saying "no" to tobacco.
FlickerLab, the New York-based development, design and animation studio, has created a :45 animated film parody, "The People VS Leaf," for the American Legacy Foundation®, whose mission it is to build a world where young people reject tobacco and anyone can quit. The spot began airing nationally on Comedy Central, December 1st.
http://www.flickerlab.com/pr/comedy_central/people_vs_leaf/
A University study explained why these ads deter smoking - or promote cigarette usage.
"Anti-smoking campaigns may not have a direct impact on adolescents' smoking. They may even have some unexpected impact," said Hye-Jin Paek, an assistant professor in the Grady College of Journalism and Mass Communication and co-author of a study published in the journal "Communication Research."
Unintended consequences of ads can heighten the rebellious and naturally curious nature of youth, increasing the inclination to smoke, according to the study.
Paek and co-author Albert Gunther from the University of Wisconsin-Madison suggested that peer perception of the ads have the greatest impact on adolescent smoking.
"They can [be effective], though, when they reinforce the perception that their close friends listen and respond to the campaigns," Paek said.
As cited in the study, Florida's 1998 "truth" campaign proved the most effective at decreasing smoking prevalence and developing antismoking attitudes.
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the big tobacco conspiracy: why is $200 billion a year spent on films no-one sees? how tobacco companies manipulate the media
Added: 1 year ago
Anti-smoking ads that reveal the tobacco industry's deceptive practices have been aggressively quashed through various methods found Temple University Assistant Professor Jennifer K. Ibrahim, co-author of an analysis in the August issue of the American Journal of Public Health.
In the article, Ibrahim tracks the rise and fall of state and national efforts to curb smoking for the past 40 years. She chronicles industry strategies to prevent a campaign's creation, steer messages to smaller audiences, limit the content of the message, limit or eliminate the campaign's funding, and pursue litigation against the campaign. Ibrahim looks at campaigns in Minnesota, California, Arizona, Oregon, Florida, and a national campaign from the American Legacy Foundation.
"It tells the story behind the smoke. People often judge these ads and now you know what the tobacco industry was doing trying to undermine them," Ibrahim said. . . .
State health departments face an uphill battle when dealing with the political clout of the industry with its lobbying, campaign contributions and specials events, Ibrahim said.
One tactic also involves the industry producing its own ineffective campaigns in order to portray state programs as duplicative and a waste of public dollars. Campaigns designed by the tobacco companies patronize youth in their early teen years, with messages like "Think, Don't smoke", Ibrahim said.
In contrast, Florida's "truth" anti-smoking campaign empowered them by giving them information about how the tobacco industry tried to manipulate by marketing.
When Kate Parma saw a television commercial offering the chance to win a date with Svarnik's mom, she wondered what the inept tobacco warrior's mother would look like. She found out first hand - when she won, then went go-kart racing and had dinner at a Thai restaurant with the mysterious mom in early May. Svarnik is one half of the duo Svarnik and Byll, characters in the Truth media campaign against tobacco. The contest was run via a new Web site, www.warriorsagainst tobacco.com, launched by the Utah Department of Health last December. Advertising executives hope to attract teens ages 13 to 18 by adding games and other fun content to the educational site.
Actor/rapper Nick Cannon is putting a satirical spin on a serious subject with his role in a new advertising campaign from truth, the American Legacy Foundation's national youth smoking prevention campaign.
In the new television ad, which began airing Monday (May 14), the MTV Wild 'n Out host sits down with Derrick Beckles, a roving documentarian investigating Big Tobacco. . ..
"Back in the 80's, tobacco companies labeled African-Americans as less-educated, prefer malt-liquor and have problems with their own self-esteem," said Cannon, who expresses shock and disappointment by the end of the ad.
The spot, which is part of a documentary campaign organized by truth, is the foundation's way of using a satirical approach to reinforce some of what it feels is the absurdity of the tobacco industry's views.
Yes, we absolutely believe tobacco companies labeled African Americans, unable to read, prone to self esteem problems and heavy consumers of 40's but we're also quite sure not so long ago every marketer labeled woman incapable of making a product purchase without the help of their husband, believed all they did was cook and clean all day and thought the only way to advertise to them was through soap operas.
Tobacco marketers may be evil but they aren't stupid. . . .
This entire campaign is based on the past mistakes of an industry that was certainly evil in its practices and is using old data from long ago to cloud the current perception of tobacco companies. Again, we're not defending here. Smoking is bad. Smoking kills. No one should smoke. While demographics are a funny thing and, like research, can be twisted in any direction to suit the task at hand, we're not believing tobacco companies in 2007 are still labeling the entire American American population unable to read, prone to self esteem problems and heavy consumers of 40's.
Today the Federal Communications Commission dismissed a claim that Lorillard Tobacco Company made against a specific advertisement from the truth® campaign. This decision marks another victory for the American Legacy Foundation® and its effective youth-smoking prevention campaign.
Lorillard had claimed that the radio ad, called Dog Walker, which included recordings from telephone conversations, violated FCC rules. Legacy is grateful that the FCC has dismissed this groundless claim, filed by Lorillard in 2001, so that it can leave this burdensome legal battle behind and continue its mission of building a world where young people reject tobacco and anyone can quit.
The American Legacy Foundation® announced that “Shut Up & Sing,†the Dixie Chicks documentary (November 2006), and “School for Scoundrels†(September 2006) are the latest DVDs released by the Weinstein Company to include a spot from the foundation’s award-winning youth smoking prevention campaign, truth®. The ads are being placed in DVDs in order to counter the effect that smoking in movies has on youth smoking initiation, according to the foundation.
“Movies likely motivate more than 390,000 kids a year to start smoking,†said Cheryl G. Healton, Dr. P.H., President and CEO of the foundation. “Including an anti-tobacco message before films that show smoking scenes is a simple way to prevent thousands of youth from smoking, and can ultimately reduce the impact of tobacco addiction and premature death that accompany it,†Healton said.
The American Legacy Foundation beat back the last remnant of a challenge from Lorillard Tobacco Wednesday when the Federal Communications Commission ruled in the smoking prevention group's favor.
The Commission dismissed the cigarette maker's claim that an ad for truth campaign violated FCC rules by including recordings from telephone conversations. The offending ad was a radio spot in which a young actor identifying himself as a dog walker called the Lorillard switchboard. He offered to sell the company urine from his dogs to help the company manufacture cigarettes. The prank was based on documents the tobacco industry supplied the federal government listing cigarette ingredients, one of which was urea--a compound found in urine.