Preview

The Truth Campaign

Powerful Essays
Open Document
Open Document
1463 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
The Truth Campaign
Project 1
Scott Larouche
Rio Hondo College
Psy 123
Debra Kaiser
March 11, 2012

Project 1
This paper will discuss the American Legacy Foundation and its anti-smoking prevention campaign known as “Truth.” The history of the foundation will be reviewed, and the fundamental elements of the program, including its claims of success, how that success is measured, and the basis for the program design, will be presented.
Foundations, Elements and Focus
The Master Settlement Agreement (MSA) between the tobacco industry, 46 state governments and five U.S. territories resulted in the creation of the American Legacy Foundation. The American Legacy Foundation was created in 1999 and is a non-profit 501c health foundation. Using Florida’s Truth program as a model, the American Legacy Foundation started the “Truth” campaign in 2000. Truth was the very first national antismoking campaign to target youths and teens. Truth is currently the largest national youth prevention campaign and the only national campaign not directed by the tobacco industry (Truth - American Legacy Foundation, 2012, para. 1).
The main objective of Truth is to reduce youth smoking through changing social norms. The truth campaign sought to reveal the “tricks” and “schemes” tobacco companies were using to try to hook new generations of smokers. The campaign also sought to “brand” rebellion against adults and companies that promoted smoking, particularly in youths. To clarify its mission however, Truth is not an anti-smoking campaign, nor does it seek to ban smoking. Rather, the campaign is focused on anti-manipulations and the disclosure of Big Tobacco’s manipulative tactics as a means to inform and dissuade smoking (Truth - American Legacy Foundation, 2012). The campaign established its success and made its mission “cool” by targeting the inherent, rebellious nature of the target group (teenagers), and reduced the price of the behavior by focusing it towards adults that everyone agreed had been
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    Why Do Tobacco Companies Use Electronic Cigarettes?
    • 1194 Words
    • 5 Pages

    Why Do Tobacco Companies Use Electronic Cigarettes?

    This new controversial product falls between our social morals, and our nations devotion to capitalism. For years the United States has put forth an anti-smoking campaign with efforts to de-normalize the use of cigarettes in public spaces. By reviving cigarettes and putting them fresh into our minds through television and radio ads we risk the gain of popularity of smoking in our culture once again.…

    • 1194 Words
    • 5 Pages
    Better Essays
    Read More
  • Better Essays

    The Cigarette Century Analysis
    • 1318 Words
    • 6 Pages

    The Cigarette Century Analysis

    From flappers to movie stars, cigarettes became an integral, flexible prop. Cigarettes are a familiar part of the American culture and have been for hundreds of years. Allan M. Brandt author of the book The Cigarette Century, states, “Cigarettes are the product that defined America.” Cigarettes became a popular modern commodity as consumer beliefs developed. The product intertwined and blossomed with the development of American business, advertisement, and consumerism in the modern age. As cigarette consumption skyrocketed, evidence that cigarette smoking, and second hand smoke was dangerous was yet to emerge. Knowledge of the health effects has since had a complex effect on the public and the industry. American policy, industry strategy, and lawsuits concerning cigarettes have all provided windows into governments, industry, and public confrontation with risk, freedom, responsibility, and blame over the course of the last hundred years. Thus is why all Americans have a bias towards cigarette smoke, tobacco companies and products, and because of this, the product oftentimes has an ethical position-somewhat contradictory, as being both a leading cause of cancer and as an appealing product to some.…

    • 1318 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    The Susan G Komen Breast Cancer Foundation
    • 458 Words
    • 2 Pages

    The Susan G Komen Breast Cancer Foundation

    The Great American Smoke out is sponsored by the American Cancer Society. This 37th annual event encourages smokers to make plains to quit smoking for the day or to take the first step to stopping permanently. You will see news and magazine advertisement as well as posters reminding you of this year’s event. Last year there was an estimated 43.8 million smokers in America. The annual event is an attempt to let smokers know the risk of smoking and by quitting they can improve their health by reducing the risk of heart disease and certain cancers. They also want you to know that you could save hundreds of dollars a year by quitting. A recent survey is showing that smokers are finding that there are less areas that they can smoke in, and the price of cigarettes are on a steady increase. Due to this survey most Americas have cut back to less than a pack a day. To help Americans stop smoking most insurances offer some type of help with the medication…

    • 458 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    Cigarettes: United States Constitution and American Medical Association
    • 1983 Words
    • 8 Pages

    Cigarettes: United States Constitution and American Medical Association

    Sullum, Jacob. Chapter 7. For Your Own Good: The Anti-smoking Crusade and the Tyranny of Public Health. New York: Free, 1998. 130-31. Print.…

    • 1983 Words
    • 8 Pages
    Better Essays
    Read More
  • Good Essays

    Ottawa Charter
    • 1059 Words
    • 5 Pages

    Ottawa Charter

    Firstly, The National Tobacco campaign is a very successful campaign in my opinion as it is able to effectively facilitate all areas of the Ottawa Charter enabling people to increase control over, and to improve their overall health. As a result of this campaign both mortality and morbidity rates have decreased. Evident through a recent epidemiological study, there has been a drastic reduction in prevalence of adult daily smoking from 15.9 percent currently, which will lower to an estimated 10 percent or less by the year of 2018. The National tobacco campaign incorporated a segment aimed at smokers between the ages of 18 and 40, promoting a message quote “Every cigarette is doing you damage.” These advertisements were created specifically to portray the damage smoking inflicts upon a human in the most grotesque and hard hitting way possible. Non-smoking laws that have been implemented by the National Tobacco Campaign act as a catalyst in directing society to become aware of the decisions they make and the health consequences…

    • 1059 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    How Does Tobacco Affect The Culture Of Native Americans?
    • 1982 Words
    • 8 Pages

    How Does Tobacco Affect The Culture Of Native Americans?

    Tobacco has been a cash crop in America since the first colonists settled here. In fact, many historians have said America would not exist as we know it without the original routes of tobacco here. While there are significant health risks with tobacco, it is an essential part of the American economy. In 2011, the huge sum of 17,653,708,000 dollars were collected in revenue from taxation on cigarettes (Tobacco Tax Revenue). Apart from this immediate benefit of the taxes, it also dissuades people, particularly youth, to smoke. “Every 10 percent increase in the price of cigarettes reduces consumption by about 4 percent among adults and about 7 percent among youth”…

    • 1982 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Better Essays

    Long Live the Career Smoker
    • 1263 Words
    • 6 Pages

    Long Live the Career Smoker

    In a study conducted through the Campaign for Tobacco-Free Kids, it was found that between the years of 1998-2006, fifty percent of American children were exposed to second hand smoke on a daily basis. Dave Eggers, having experienced this statistic first-hand, tends to have a very biased but yet unique opinion as to why smokers continue with their habit-- even though they are all well aware of the possible outcomes of their choices. In 1998, Eggers wrote an essay that was published in Esquire Magazine. Continuing to fight the idea of smoking and it’s after-effects, Eggers uses personal experience, interviews, and research into tobacco companies to depict the one idea in regards to a smoker’s death that has gone unanswered for far too long: “Ultimately, who’s to blame?”…

    • 1263 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Grant Project
    • 1390 Words
    • 5 Pages

    Grant Project

    Teenagers and young people are the most vulnerable pocket of the population across the country. They are especially susceptible to peer and marketing pressures of for tobacco products. Tobacco companies have historically targeting the teenagers and youth in their marketing campaigns, as this demographic is considered their future and long term customers. The marketing is highly appealing to the young population and the ultimate goal is to get these teens to develop and early and lasting addiction to nicotine. This addiction to tobacco cuts short more lives annually than accidents, suicide, drug overdoses, murder and AIDS combined. It is important that the younger populations are reached early to prevent the future negative effects of tobacco addiction.…

    • 1390 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Essay On Healthy People 2020
    • 1308 Words
    • 6 Pages

    Essay On Healthy People 2020

    Healthy people 2020 objectives related to adolescent is to reduce use of cigarettes use by adolescents by 3.5 percent and the initiation of cigarette use by 2 percent. Another goal would be to reduce the number of adolescents that are exposed to cigarette smoke by 4.5 percent. Statistics from Healthy People 2020 show that in 2008 and 2009 19.5 percent of adolescents were current smokers, 6.3 percent had just begun smoking in the past 12 months, and 45.5 percent of adolescents who do not smoke were exposed to secondhand smoke (Healthy people 2020, 2017). We believe the overall goal for this population is to increase their knowledge of tobacco’s negative effects on their health. The purpose of education on this topic would be to reduce the number of people who use these products, which would increase the population's overall health by helping reduce secondhand smoke exposure.…

    • 1308 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Real Cost: The Tobacco Industry
    • 985 Words
    • 4 Pages

    The Real Cost: The Tobacco Industry

    According to Centers for Disease Control and Prevention, tobacco use causes about 6 million deaths per year: 480,000 deaths result from cigarette smoking and 41,000 deaths result from secondhand smoke exposure. Nonetheless, tobacco use is the largest preventable cause of death and diseases every year in the United States. In addition, companies such as The Real Cost are advertising and appealing to youth and adults all over the country in order to save lives; indeed, advertising companies spend millions of dollars on anti-tobacco use ads, but tobacco companies advertise just as much; subsequently, the conflict between the two causes tobacco companies to lack support and not be as effective as they use to be.…

    • 985 Words
    • 4 Pages
    Good Essays
    Read More
  • Best Essays

    Social Control of Tobacco and Alcohol
    • 3199 Words
    • 13 Pages

    Social Control of Tobacco and Alcohol

    World Health Organization. (2003). Tools for Advancing Tobacco Control in the XXIst century: Policy Recommendations for Smoking cessation and Treatment of Tobacco Dependence…

    • 3199 Words
    • 13 Pages
    Best Essays
    Read More
  • Good Essays

    Anti-Smoking Advertising
    • 834 Words
    • 4 Pages

    Anti-Smoking Advertising

    Ads targeting towards younger crowds often show the outside effects of smoking such as skin conditions, hair loss, and gross teeth. One of the most widely known campaigns for youth is the Truth Campaign. The Truth Campaign was designed to change youth attitudes about tobacco use, reduce the availability of tobacco products to youth and reduce youth exposure to secondhand smoke. Truth has created many ads and commercials, many of which contain popular public figures. With using respected idols, they hope that kids will see those people and be persuaded about what they have to say. Truth also shows teens who smoke and the different ways that it negatively effects their lives. The Truth Campaign has been credited with preventing 450,000 young people from smoking from 2000 to 2004. The study also found that 10 months after the campaign’s launch, 75% of youth had seen at least one advertisement, indicating that the campaign resonated with youth. In addition, exposure to Truth Campaign messages was significantly associated with stronger anti-tobacco industry attitudes and belief that taking a stand against smoking is important. Anti-smoking advertising tends to have more reliable positive effects on those in early adolescence by preventing the start of…

    • 834 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Socially Responsible Tobacco Companies
    • 1648 Words
    • 7 Pages

    Socially Responsible Tobacco Companies

    Tobacco remains the leading preventable cause of death in the United States, with an annual death toll of more than 400 000--all, in theory, preventable. The poor, the less educated, and the disenfranchised smoke more than their better-off counterparts. Consequently, they suffer a disproportionate burden of tobacco -related illness and death. They are also the most exploited victims of predatory marketing practices that capitalize on their lack of education and other…

    • 1648 Words
    • 7 Pages
    Good Essays
    Read More
  • Better Essays

    America's Smoke Screen-Portion
    • 1184 Words
    • 5 Pages

    America's Smoke Screen-Portion

    Kershner A. & Loomis M. (2009) Phillip Morris Case Study “Think. Don’t smoke” vs. the Truth Campaign. Public Relations Problems and Cases…

    • 1184 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Persuasive Essay On Public Health Campaign
    • 668 Words
    • 3 Pages

    Persuasive Essay On Public Health Campaign

    The topic of my public health campaign is cigarette smoking. So often, our children are exposed to smoking whether it’s through their home, friends or environment. Society even deems smoking as “cool” and that draws more people to start smoking. The youngest smokers have the idea that I won’t be affected because I’m young and nothing will happen to me. Little do they know that it only takes 1 cigarette to start an addiction. Cigarettes contain the compound nicotine which is responsible for releasing dopamine in the brain. Dopamine is a “pleasure molecule” which makes people who smoke feel good making it exponentially more difficult to quit. On top of the addiction, there are so many dangers to smoking. I will start off…

    • 668 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics