T he campaign had a direct impact on smoking

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Unformatted text preview: cused primarily on youths between the ages of 12 and 17, the campaign presents facts and allows teens to make their own decisions rather than telling them what they should or should not do. T he campaign had a direct impact on smoking, accelerating the decline in teen smoking during its first two years. Seven years after the truth® was launched, research showed that teens exposed to the campaign had a more accurate perception of the number of their peers who smoke. Since teens want to fit in with their peers, accurate perceptions of the decline in teen smoking can help reduce the number of young people who pick up a cigarette. T o reach teens, truth® uses videos shown online and in cinemas as well as social media, website games, television integration, radio advertising, and live tours. T hey have employed scare tactics, connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/5 9/15/13 M cGr aw- Hill Connect - Ebook such as a pile of body bags in front of Philip Morris headquarters;22 they have employed humor; and, more recently, they have used animation, sarcasm, and Broadway-style song and dance routines to communicate their message. But is humor the right way to communicate about a subject that kills millions of people each year? Is a pile of body bags an effective way to reach young smokers, who don't believe nicotine-related diseases will happen to them? Is this kind of messaging, which tobacco companies claim is abusive to them and their employees, appropriate or fair? How would you feel if you worked for a tobacco company? How would you feel about tobacco advertising if someone in your family had emphysema from smoking? Teens expos ed to the truth® anti-s mok ing advertis ing c ampaign have a more ac c urate perc eption of the numb er of their peers who s mok e. Sinc e teens want to fit in with their peers , ac c urate perc eptions c an help reduc e the numb er of young people who s mok e. The Message T he message provides the target audience with reasons to respond in the desired way. A logical starting point for...
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