Truth (styled as truth ) is a national campaign aimed at eliminating adolescent smoking in the United States. "Truth" produces television and digital content to encourage teenagers to reject tobacco and unite against the tobacco industry. When the "truth" launched its campaign in 1999, teen smoking rates were 23%. By 2016, that figure dropped to 6%. In August 2014, "the truth" launched "Finish It", a redesigned campaign to encourage the younger generation to become a quitting generation.
Video Truth (anti-tobacco campaign)
History
Florida Tobacco Pilot Program
The "truth" campaign was modeled after a campaign developed by the Florida Tobacco Pilot Program, which runs from 1998 to 2003.
Through their marketing campaigns, the program aims to encourage wedges between tobacco industry advertising and youth audiences. The program not only gathers advertising teams and public relations firms, but also collaborates with Floridian youth to develop campaigns that will effectively speak to their generation. Youth expressed their frustration with the manipulative marketing tactics employed by the tobacco industry, and described their ideal campaign as a campaign that would give them facts and truths about tobacco. From this comes the concept of unifying youth in a movement against tobacco companies promoted through grassroots advocacy and youth-driven advertising campaigns.
In March 1998, a student delegation at a meeting sponsored by the Florida Office of Tobacco Control decided to change the theme of the campaign to "truth, a generation united against tobacco." In April 1998, Florida launched a $ 25 million advertising campaign covering 33 television commercials, seven billboards, eight print ads, and four posters. Targeting youth audiences ages 12-17, Florida's "truth" campaign modeled their approach after commercial marketing to teenagers, and used a message that "attacked the [tobacco industry] and described its executives as predators, spiders, and manipulatives." reframing tobacco as an adult drug promoted by adults, and tobacco control as a faltering, rebellious, and led movement of youth. The grassroots efforts of the campaign involve real teenagers taking the tobacco industry as part of a 13-day "Truth Train" tour across the state. Despite the positive results, funding reductions for this program, among other factors, ultimately led to the destruction of Florida's "truth" campaign.
Truth Initiative "truth" campaign
When the Florida campaign was reduced, the Truth Initiative (originally the Legacy Foundation of America) adopted Florida's successful strategy and turned "truth" into a national campaign. Generally consistent with Florida campaigns, the "truth" version of Truth Initiative features harsh messages highlighting the deceptive practices of tobacco companies, and vivid facts about the deadly effects of tobacco.
Maps Truth (anti-tobacco campaign)
Campaign strategy and style
"truth" seeks to become a brand that can be identified by youth. In stark contrast to the heavy "live or dead" tone adopted by many anti-tobacco campaigns, the strategy behind "truth" is to emphasize facts about tobacco products and industrial marketing practices, without preaching or speaking to its target audience. The theme of resonance underlying "truth" is one of the tobacco industry manipulations. With harshly battered advertisements featuring youths facing the tobacco industry, the "truth" builds brands that focus on empowering youth to build a positive and tobacco-free identity. Above all, the campaign avoids making direct statements telling youth not to smoke, and instead encouraging them to make their own decisions about smoking and the tobacco industry. "Truth" channel of youthful rebel nature and need to affirm their independence against tobacco control efforts.
In addition to presenting the practice of industrial marketing, many advertisements produced for "the truth" focus on the facts about ingredients in cigarettes and the consequences of smoking, including addiction, illness, and death. Most facts and information exposed in "truth" ads are pulled from real tobacco industry documents that are made publicly available after the Main Settlement Agreement. The Truth Tobacco Documents Library, created in 2002 and managed by the University of California San Francisco, stores millions of internal cigarette industry documents previously secret.
Initial tactics and campaigns
"The initial goal of a truth campaign is to" change social norms and reduce youth smoking. "In building a strategy to achieve this goal," truth "campaign designers look to social science marketing and research, evidence of other successful campaigns, and engage in conversations with youth audiences. This research reveals that although young people are aware of the deadly nature of cigarettes, to smoke as a tool for rebellion and empowerment. "Truth" campaign designers want to counter the attractiveness of cigarettes by encouraging teenagers to rebel against the duplications and manipulations shown by tobacco companies.
Since the "truth" launch of 2000, the campaign has confirmed that it has "taken advantage of various forms of media and developed its tactics to ensure it reaches adolescent audiences very effectively."
You could say the most well-known media produced for "the truth" is television advertising. For example, the "1200" iconic "truth" ad describes a group of young men who boarded the building of a large tobacco company, then suddenly collapsed as if dead while a single young man remained standing with a sign that read, "Tobacco killed 1,200 people a day. about taking a day off? "In a" Body Bag "ad, youths piled bags of bodies on the sidewalk outside the tobacco companies' headquarters. A young man stepped forward with a megaphone to yell at the workers inside the building, "do you know how many people kill tobacco every day? This is what looks like 1200 people." Another "truth" ad, "Singing Cowboy", depicts a cowboy with a breathing stroke (opening) on ​​his neck singing, "You do not always die of tobacco, sometimes you just lose your lungs," and other similar lyrics. The third ad, "1 of 3", uses "fantasy scenes like bursting soda cans" to convey the message that tobacco is the only product that prematurely kills one in three users. Probably one of the most famous truth campaigns, "Shards O 'Glass," aired during Super Bowl XXXVII. The ad shows an executive of a popsicle company, "Shards O 'Glass," which gives a rejection of their product - a popsicle with broken glass in it, is clearly insecure and deadly - and asks a question, "What if all companies sell products like tobacco ? "
Through social media feedback and focus group testing, the "truth" designer who studied teenagers responded well to "a powerful, up-front message that shows courage and honesty in a powerful way." With that in mind, other "truth" ads with themes were produced between 2000 and 2014, including "Connect truth," "The Sunny Side of Truth," "Unweetened Truth," and "Ugly Truth."
Prior to the launch of the Food and Drug Administration's "Real Cost" campaign in February 2014, "the truth" was the only national tobacco prevention campaign not sponsored by the tobacco industry.
Strategy and examples of campaign relaunch
In August 2014, "the truth" launched a "Done" campaign targeting the next US younger generation aged 15 to 21. Along with updated campaign designs, web presence, and a series of ads, Done It embraces a powerful new campaign theme: be a generation that quits smoking for good. In a study with its target audience, campaign designers found teenagers now less interested in protesting the manipulation of the tobacco industry, and more interested in encouraging positive collective action. "Finish IT" was developed to meet the desires of this generation to become agents of social change. The campaign aims to empower 94 percent of teen smokers, and 6 percent of teen smokers, to take an active role in ending the tobacco epidemic.
The first campaign ad was released, "Finishers", taken in a video manifesto style and told the youth, "We have power.We have creativity.We will be the generation who quit smoking. The place encourages youth to engage in the "Get IT" movement by superimposing the campaign logo, "X" in the orange box, into their Facebook profile picture. This online activism tactic is similar to that used by Human Rights Campaigns when they ask individuals to change their profile photo to support marriage equality.
In another series of "IT Finish" advertisements, "Unpaid Tobacco Spokesman" and "Tobacco Tobacco Shot Response", the campaign tries to explain the way smokers, especially celebrity smokers, give tobacco companies free marketing as "unpaid spokespersons "when their photos are posted. In response, Done It asks the youth to "think before posting selfie smoking." The campaign also encourages youth to "remove and replace" cigarettes from photos in social media with various props from "truth" sites.
In 2015, "Left Swipe Dat," a song and a long music video made as part of the "IT Finish" campaign, debuted at the 57th Annual Grammy Awards and linked smoking to a date. This video features Becky G, Fifth Harmony, King Bach, and other influencers. The lyrics reveal that you get half the game in the dating app if you smoke in your profile picture. "Left Swipe Dat" encourages teens to lose cigarettes so they can avoid "left swiped," aka, passed on dating apps.
In another attempt to link smoking to teenage passion point, "CATmageddon" shows teenagers that smoking is bad for pets and makes scenarios that if there are no cats (due to diseases and smoking related illnesses) there will be no cat videos and therefore there will be " CATmageddon, "a" world without furry kittens and the adorable and cute videos that come with them. " The ad was launched at the 58th Annual Grammy Awards and featured partnerships with Petco, Adult Swim, and BuzzFeed.
By 2017, "truth" campaigns show how the tobacco industry is targeting African Americans, low-income communities, LGBTQ individuals, military personnel, and those with mental health conditions. This campaign encourages young people to record industry advertising tactics while educating adolescents about tobacco-related healthcare across this demographic. The early documentary-style video created for this campaign features comedian and actress Amanda Seales and aired on the 59th Annual Grammy Awards. Then the video, aired on the MTV Video Music Awards 2017 and featuring journalists Kaj Larsen and Ryan Duffy, as well as rapper Logic.
Grassroots tour
In addition to television advertising, "the truth" maintains an online presence and uses "on-the-street" guerrilla marketing. Grassroots marketing is done through a team of "truth tour riders" sent to popular music and sporting events across the country every summer, including Warped Tour, Mayhem Festival, and High School Nation.
Merchandise
"Truth" also produces a line of special merchandise each summer that is distributed on occasions. Each merchandise has a design that matches the facts about smoking. Items are often made in partnership with artists, such as a pair of special shoes made in collaboration with Kevin Lyons and Vans shoes. The partnership also spawned a contest called "Custom Culture" in which students competed in design challenges relevant to campaign merchandise and learning materials.
Evaluation and effectiveness
A rigorous evaluation study of "truth" has been published in peer-reviewed literature since the campaign's launch in 2000. To evaluate the effectiveness of "the truth", Truth Initiative uses an internal Research and Evaluation team. Its efforts include an evaluation of television-related truth advertisements as well as a component of digital, gaming, and grassroots campaigns. Between 1999 and 2004, the Truth Initiative (known at the time as the Legacy Foundation of America) conducted a nationally representative Media Tracking Survey of youth ages 12-17 to inform the evaluation of "truth" campaigns. The Legacy Media Tracking Survey (LMTS) measures attitudes, beliefs, and behaviors related to tobacco, exposure to the effects of smoking including "truth", sensation seeking, and openness to smoking.
Cross-sectional studies of the effectiveness of "truth" campaigns provide convincing evidence that the campaign "has a significant impact on attitudes, beliefs, and precursors of other tobacco industry behaviors, as well as a significant impact on the prevalence of youth smoking in the United States." Exposure to "the truth" is also associated with significant significant reductions in the intentions of nonsmokers for smoking in the future. Another study of "truth" from 2000 to 2004 examined whether campaign awareness and acceptance were different for youth across socioeconomic backgrounds. In 2005, a study published in the American Journal of Public Health conducted by RTI International, Columbia University, and Truth Initiative using a quasi-experimental pre-post design to link changes in the prevalence of national adolescent smoking with exposure to "truth" campaigns above time. Statistical analysis of studies showed that smoking rates among youth in the US declined at a faster rate after the launch of the "truth" campaign. A similar study published in the American Journal of Preventive Medicine in 2009 found a direct link between youth exposure to "truth" messages and a reduced risk of smoking.
A 2009 study examined whether a $ 324 million investment in "truth" campaigns could be justified by its impact on public health outcomes. The researchers found that the campaign was economically efficient because it saved between $ 1.9 and $ 5.4 billion in medical care costs to communities between 2000-2002. In this way, the authors argue that "truth" is a cost-effective public health intervention.
A study evaluating the "Finish IT" campaign shows lower intentions for smoking next year as well as a higher-awareness tobacco-related anti-tobacco attitude. Ad retreats remain high even when the campaign shows lower rates of television targeting rating points compared to previous "truth" advertising campaigns.
Awards and praise
The "truth" campaign has been praised by prominent federal and state public health officials, as well as the US Centers for Disease Control and Prevention and the US Department of Health and Human Services. The campaign has also been recognized for its marketing achievements with numerous awards in the efficacy of advertising, such as Emmy, Clio Healthcare, and Effie awards. "The Truth" has also been featured in various academic marketing and academic guides to educate the next generation of public and social health marketing leaders.
In 2014, Advertising Age calls the truth as one of the top 10 ad campaigns of the 21st century.
By 2016, the Future Monitoring study, which examines national samples of more than 45,000 adolescents in grades 8, 10 and 12, reports historically low rates of current cigarette use among adolescents - only 6 percent of teenagers still smoke.
Litigation
The "truth" advertising campaign radio called "Dog Walker" prompted Lorillard Tobacco Company to continue litigation against the Truth Initiative (later the American Legacy Foundation). The dispute lasted from July 2001 to his resolution in July 2006. In the ad, an actor who identified himself as a walker dog placed a phone call to Lorillard, offering to sell Lorillard urine from his dogs. The "truth" ad states urine and tobacco contain urea.
Initially, Lorillard accused the advertising agency of violating the law regarding recording telephone conversations and threatening to refer them to the criminal authorities. In October 2001, Lorillard filed a Motion for Declaration Decision with the Federal Communications Commission (FCC), requesting the FCC to decide that radio station broadcasts of the advertisement violate FCC rules regarding broadcasting of telephone conversations. In November 2001, Lorillard told the Truth Initiative about their intention to file lawsuits against the organization and its agencies for defamation. Lorillard stated that it would not sue if the foundation approves a series of demands. Therefore, the Truth Initiative held discussions with Lorillard to try out the court settlement. However, on January 18, 2002, Lorillard left the discussion and filed a new claim that part of the "truth" campaign violated the Main Settlement Agreement's prohibition against "libel" or "personal attack."
Cases filed in Delaware and North Carolina. This issue was resolved by the Delaware Supreme Court on July 17, 2006. They voted unanimously that a "truth" campaign did not violate the Main Settlement Agreement.
See also
- Truth Initiative
- Main Settlement Agreement
- Tobacco control
- The SCUM project
References
External links
- "website truth" campaign Site
- Truth Initiative
- a truth campaign ad
Source of the article : Wikipedia
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