NEW YORK--(COLLEGIATE PRESSWIRE)--Mar 13, 2002--truth, the nation’s largest anti-tobacco campaign for teens, will re-create the “Squadron” TV ad in five spring break locations this month bringing the “infect truth” message to life. Four planes will fly over beach locations during peak beach times for three hours a day from March 13 - 17 and 20 - 24, recreating the “Squadron” spot which can be seen on network and cable television such as MTV, WB, BET and UPN. The cities include South Padre Island, TX, San Diego, CA, and Panama City, South Beach, and Daytona Beach in Florida.
In the ad, “Squadron,” people are enjoying a sunny day at the beach when they look up to see airplanes overhead pulling banners, but these are not your ordinary beach promotions. The first banner poses the question, “What’s in cigarette smoke?” Then, a “squadron” of airplanes appears flying with banners that include a long list of toxic substances flapping in their tailwinds, highlighting some of the 4,000 chemicals found in cigarettes. These chemicals include arsenic, carbon monoxide, ammonia, polonium 210, cadmium and cyanide.
''Most people don’t realize what’s in cigarette smoke and what goes into their bodies when they light up a cigarette,” said Cheryl Healton, president and CEO of the American Legacy Foundation�, which sponsors the truth campaign. “This is not surprising. Tobacco companies are not required to list ingredients on the pack or tell the public in other ways. In fact, it is a felony for federal officials to release the specific ingredients in tobacco products.”
Healton added, “We are excited about the opportunity to bring the truth message directly to youth, informing them of some of the dangerous chemicals added to tobacco products. The truth campaign is about giving teens the facts so they can make informed decisions about the tobacco industry and its products.“
The “Squadron” ad is a part of an ongoing effort by truth to expose the hazards of tobacco use by highlighting chemicals and other substances found in cigarettes and cigarette smoke. The ad was designed to encourage teens to share what they learn about tobacco products with their friends by emphasizing the idea: “Knowledge is Contagious: infect truth.”
The ad was created by Arnold Worldwide of Boston and Crispin Porter & Bogusky of Miami.
The award-winning truth campaign was recently hailed for helping to slash youth smoking rates. The “Monitoring the Future” study, released in December 2001, reported dramatic declines in smoking rates among 8th, 10th, and 12th graders and cited the truth campaign as one of the reasons for this public health victory. The study was sponsored by the U. S. Department of Health and Human Services and conducted by the University of Michigan.
truth, launched in February 2000, is the largest national smoking prevention campaign for youth ever conducted. The campaign exposes the tactics of tobacco marketing and allows teens to make informed choices about tobacco use by giving teens the facts about the tobacco industry and its products. The campaign is funded by the American Legacy Foundation, which was created by the 1998 Master Settlement Agreement between the tobacco industry and 46 states.
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