On the Road, Again! truth® Embarks on 7th Annual Summer Tour INQ7.net
July 17, 2006
Washington, DC – truth®, the nation’s largest smoking prevention campaign for youth, began its 7th annual nationwide summer tour on June 4, at the Home Depot Center in Los Angeles. The tour allows teens the opportunity to engage in peer-to-peer interaction with truth® crew members, spreading the truth about the addictiveness of tobacco products, the adverse health effects of tobacco use, and the social consequences of smoking; and, ultimately, counteracting the marketing tactics used by the tobacco industry. truth® is a program of the American Legacy Foundation®, a national public health foundation dedicated to keeping young people from smoking and helping adult smokers quit.
Throughout the summer, truth® will travel with three of the season’s hottest teen-oriented tours: the 2006 AND1 Mix Tape Tour® (25 stops), the Vans Warped Tour® (45 stops) and - the Cosmo GIRL! Beach House Tour (4 stops). Signature orange truth® “trucks” will criss-cross the country, making stops in 50 cities in 28 states. The state-of the art trucks are fully equipped with DJ decks, video monitors, and more. Scratch lessons will also be available through the Scratch DJ Academy, a group of DJs who school newcomers on the fundamentals of DJ’ing, scratching and mixing music.
“truth® is more than an advertising campaign -- it is a movement that needs to be seen, touched and experienced firsthand. The summer grassroots component brings the message directly to young people at both mainstream and culturally diverse events across the country where teens naturally gather and interact,” said Cheryl Healton Dr. P.H., President and CEO of the American Legacy Foundation®. “The team of truth® marketers engage young people firsthand to deliver life-saving messages about tobacco use, and encourage teens to think about how this issue impacts them in their everyday lives.”
Each stop on the tour will feature impromptu games and giveaways of the latest truth® gear. This year, the truth® branded gift items include: argyle socks, drawstring bags, and t-shirts, including a limited edition run of iron-on transfers designed by three graphic designers, Justin Fines (A.K.A. “Demo”), Dan Funderburgh, and FUSE Green. Each of the artists depicts what truth® means to them personally through their artwork. Their mission for this effort – dubbed “irreplaceable truth®” -- was to create images cool enough for teens to wear, yet still spread important messages about tobacco use and the tobacco industry. Those visiting the truck will receive specially packaged iron-on transfer sheets, along with a white tee to take home and customize.
The goal of the giveaways is to create innovative and fashion-forward gear items that empower young people with knowledge and a quest for answers. One of the main reasons truth® is featured in the video game, “Marc Ecko’s Getting Up: Contents Under Pressure” is because of the work truth® has done with graffiti artists - incorporating designs on t-shirts and other gear. The game, produced by Atari, follows the adventures of a budding graffiti artist on a quest to expose corruption in his city.
truth® is a multi-dimensional campaign, featuring advertising (television, radio, print), Web site and interactive elements, events, and grassroots outreach through summer and winter tours. The summer program will begin online at www.thetruth.com, which receives approximately 400,000 visitors per month. Users can learn about truth®, meet truth® crew members and DJs who will be out on tour, find out where upcoming events will be taking place, and view updates from tour stops. Free tickets to events can also be won online at www.thetruth.com.
Arnold Worldwide/Boston and Crispin Porter + Bogusky/Miami are responsible for the design and gear for the summer program. GTM…It means a lot (Atlanta), manages truth® crew recruiting and operations, and the ad*itive (Philadelphia), a multicultural marketing communications company, oversees public relations. Mobile Media Enterprises of Atlanta provides all logistical and asset support.
truth®, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, the health effects and the social consequences of smoking, and allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products. The campaign was created by the American Legacy Foundation®, which was founded as a result of the 1998 Master Settlement Agreement (MSA) between the tobacco industry and 46 states. Payments to the American Legacy Foundation® are made on behalf of the settling states.
Efforts like the tour are clearly working with young people, as truth® continues to be a relevant and driving force in teen culture. Research has found the truth® campaign accelerated the decline in youth smoking rates between 2000-2002. In fact, 22 percent of the overall decline in youth smoking during these years is attributable directly to the truth® campaign.
In 2003, the American Legacy Foundation® received what is likely its final payment from the National Public Education Fund established by the Master Settlement Agreement. Despite the success of the truth® campaign, the campaign now faces an unprecedented funding challenge. Youth smoking rates are at historic lows, but without truth® this decline could end or even reverse itself. If truth® dies it, won’t die alone.
