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THE TRUTH
ARNOLD WORLDWIDE, Boston / AMERICA LEGACY FOUNDATION / 2003
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CampaignDescription
80% of smokers start before they turn 18? And in 1999 alone, the tobacco industry spent $8.24 billion on marketing? Armed with these facts, you can see why we partnered with Crispin, Porter & Bogusky in February, 2000 to launch the truthsmc campaign on behalf of the American Legacy Foundation.
Our goal: lower smoking rates among teens. Developed across every medium imaginable, our campaign has helped create a 17.9% drop in smoking among high school students nationwide. And as teens see more truthsm work, there’s an even greater decline (even after variables like cigarette tax increases are accounted for).
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