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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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- Winter '08