In 2007 Legacy will try to Infect Truth via traditional media and social networking Web sites. Two spots are available on the site but are they posted elsewhere and more important why not make available on line all the previous spots produced by American Legacy?
Anti-Smoking Effort Jumps on Social Networking Sites - Brandweek
December 19, 2006
By Mike Beirne
CHICAGO -- The American Legacy Foundation's national smoking prevention campaign aimed at youth tackles social networking Web sites with the latest phase of the "Infect truth" campaign.
Starting this week, materials like truth wallpaper, branded bumper stickers and even ads that can be affixed onto the backs of cockroaches (fake ones, of course) are available for downloading through MySpace, Hi5, Bebo, Piczo and Xanga. Teens also can grab "Infect truth" wallpaper and case covers for their Sony PlayStation consoles—the first time truth has produced creative for the portable gaming device.
The combined reach of social networking sites exceeds 59 billion page views per month, and truth intends to tap into the viral magic of that medium with forward-to-a-friend technology. The initiative's tagline is "Knowledge is contagious: Infect truth." Content includes information about the consequences of tobacco industry marketing such as a birthday card with the sentiments: "I'm glad you're not one of the over 400,000 people who won't be celebrating their birthday this year, thanks to Big Tobacco's products." Teens can surreptitiously plant the card in store racks.
"With declining funds, truth seeks to put truth messages in nontraditional, easily accessible and effective mediums such as digital media," Joseph Martyak, ALF's evp-marketing, communications, and public policy, said in a written statement. "The tobacco industry spent more than $15.1 billion in 2003 marketing its products in the U.S. alone. We can never match that spending, so instead we stay ahead by being more cutting edge and going directly to teens in media and at places where they naturally gather."
The effort also will be supported by new TV ads and print executions. A rotating sample of spots and static ads will appear on the MTV billboard in New York's Times Square through mid-February. Arnold Worldwide, Boston, and Crispin Porter + Bogusky, Miami are the agencies of record.
Between 1999 and 2003, ALF had been funded by payments from Philip Morris, R.J. Reynolds Tobacco, Brown & Williamson and Lorillard. That arrangement was the result of the 1998 Master Settlement Agreement, which settled lawsuits from 46 states and five U.S. territories that were seeking reimbursement from cigarette makers of Medicaid payments issued to smokers.
Those payments stopped thanks to an MSA provision that freed manufacturers from sending money to the foundation when their combined market share dipped below 99.05%. ALF since has been funding its annual operations and advertising budget through investment income from a $1 billion trust.
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