The Industry has aggressively marketing their deadly product to teens for many years. It's an easy sell. Teens crave ways to express their independence, their rebelliousness and their need to fit in. Cigarettes fulfill all these need states.
truthsm was created to provide an alternative to the lies and deception of cigarette advertising. truth gives teens the facts and information they need to make informed decisions and provides and alternate lifestyle that they can relate to and be cool with.
truth is an edgy, street-smart brand that was developed specifically to reach youth with information about tobacco industry practices and marketing techniques. It was believed that teens would reject tobacco if they knew they were the targets of massive marketing campaigns of a deceitful industry. truth is more than just an informational campaign about tobacco; it represents a lifestyle of being in control. truth does not tell youth not to smoke - it provides them with the facts so they can make their own decision about tobacco use.
See thrtruth.comLearning Objectives: This session will describe the "Truth" brand and explain why the brand was developed to counter tobacco advertising.
Keywords: Tobacco, Youth
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: the American Legacy Foundation
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.