Youth Demand "Truth" From Tobacco Supporters

News Release (Embargoed until 6a.m. April 13, 1998)

Contact:
Vicky Jaffe (202) 973-5895
Kuntal Warwick (202) 835-7823

Youth Demand "Truth" From Tobacco Supporters Florida Launches Ad Campaign

(Tallahassee, April 13, 1998) Using funds from its settlement with the tobacco industry, today the State of Florida is launching a $25 million annual anti-tobacco advertising campaign. The ìTruthî campaign was developed by Floridaís teens and uses one of the most effective strategies known to affect teen behavior: rebellion.

In this ad campaign, teens are demanding more honesty from tobacco supporters, including distributors, retailers, advertising agencies, the media that accept tobacco advertising, and movies that glamorize smoking. The tag-line for the campaign is ìTheir brand is lies. Our brand is truth.î

Recent statistics from a Centers for Disease Control study show that ìpast-month cigarette smokingî by high school students increased by an alarming 32 percent from 1991 to 1997.

But there are effective ways to reverse this trend through advertising that does not simply inform youth of the health risks, but focuses on more aggressive strategies such as rebellion against tobacco and the dangers of second-hand smoke (Journal of the American Medical Association, March 13, 1998).

ìTruthî television and print advertisements were developed at the Governorís Teen Tobacco Summit in Haines City, Florida Mar. 29- Apr. 1. During the summit, teens participated in workshops and focus groups and developed the strategic direction for the campaign.

ìTruthî print and broadcast ads (both :60s and :30s) reaching youth age 12-17 will begin running immediately. The Florida Anti-Tobacco Pilot Program has adult-targeted ads as well, which will begin in May and focus on the dangers of second-hand smoke. Ads targeting children age 6-11 will also begin in May. TV and print ads for adult audiences are also being produced in Spanish.

The ìTruthî advertising campaign is part of a broader communication plan that includes a teen grassroots movement against tobacco use, development of school curriculum, enforcement of retail sales restrictions on tobacco products and creation of a Web site. The Web site is called ìwww.wholetruth.comî and was designed based on ideas generated during technology workshops at the teen summit.

- ### -