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NAQC Newsroom: Tobacco Control

New Campaign: "Unsweetened truth"

Thursday, March 10, 2011  
Posted by: Natalia Gromov

- "Unsweetened truth” is a new campaign from truth®, vividly illustrating the impact of tobacco on health. The spot highlights a new fact: tobacco companies can't sell candy-flavored cigarettes, but they still sell tobacco products in more than 45 candy flavors.

-In the (:30) spot, six real people suffering from tobacco-related disease are featured on a parade float traveling down a street in the heart of Hollywood. As the float makes it way, spectators can see the obvious physical disabilities each person is living with.

-With this spot, truth® seeks to highlight how the risk of tobacco use is not just about dying prematurely, but about living with the devastating effects of cancers of the mouth, throat and neck, chronic obstructive pulmonary disease (COPD), emphysema, and loss of voice. Moreover, anyone who uses tobacco has the potential to develop such diseases.

-A series of video vignettes will allow viewers to learn more about the singers in the spot. Anchored at thetruth.com, the video vignettes will also be available through truth’s other social site pages on Facebook, Myspace, and truth’s YouTube page.

-truth® will run the commercial in Screenvision and NCM cinemas across the country prior to movies popular with truth’s youth audience. Additionally, both the (:30) spot and "day in the life” vignettes will be promoted online and on mobile phones. The Unsweetened truth® campaign will run from February 28 through June 30, 2011.

-For more information contact Christine Dela Rosa at 202-454-5742, cdelarosa@legacyforhealth.org

Source: American Legacy Foundation


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