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• Video: truth(R) Asks: 'Do You Have What it Takes?'  

The ad campaign, called Do You Have What It Takes? asks real-life job-seekers whether they would be willing to participate in the types of decisions and situations that tobacco industry executives have made or encountered. The new campaign rolls out at the end of May with television, print, cinema and online advertisements, along with a new Web site and social-networking elements.

Despite the national recession, the tobacco industry remains a very profitable and stable industry. However, even with economic hardship, recent research studies find -- if given the choice -- many Americans would choose not to work in the industry and already have a negative opinion of the tobacco industry

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