CDC is funding an extension of the Legacy program airing tobaco control spots in movie theaters. The spots are 1200 and Bodybags. I was unable to find a copy of 1200 on line.
CDC Grant to American Legacy Foundation® Extends Reach of truth® Youth Smoking Prevention Campaign to 17 Additional Markets
WASHINGTON, D.C. – Following the successful initial roll-out in February 2007 of a campaign to reach more youth across the country, the American Legacy Foundation® will extend its successful truth® youth smoking prevention message to an additional 17 markets over the course of the second and third quarters 2007. The three year $3.6 million matching grant from the U.S. Centers for Disease Control and Prevention announced in January 2007 allows the foundation to increase its advertising in a total of 41 cities in 18 states, reaching a broader range of youth, including youth in surrounding smaller communities that typically have less exposure to such campaigns.
Two ads - “Body Bags” and “1200” - will run from April 9 through Sept. 14, 2007. These two ads are from original truth® campaigns that aired in the years 2000 and 2003, respectively. The two spots consistently rank among the most recognized truth® ads ever among teens. Brief descriptions of the spots follow:
1200
A group of teens march toward what is
identified onscreen as “outside a major tobacco company.” Each teen
wears a t-shirt with a number separated by a slash from the number 1200
(e.g. 1/1200, or 25/1200). We eventually see all 1200 numbered teens
on the street in front of the building. All at once, they fall to the
ground, unmoving. One teen remains standing, holding a sign that shows
the fact that “Tobacco kills 1200 people a day.” After a few moments,
he flips the sign over to reveal a question: “Ever think about taking a
day off?” The ad is meant to bring to life vividly how 1200 people a
day in the U.S. die from the toll of tobacco-related diseases.
Body Bags
A truth® -
branded van and a semi pull up in front of what is identified onscreen
as “outside a major tobacco company.” Teens quickly pile out of the
van and begin unloading heavy body bags, then stack them on the
sidewalk until there is a veritable wall covering the corner. A teen
speaks into a bullhorn and asks the people working in the building if
they know “how many people tobacco kills every day,” then tells them
“we’re going to leave these here so you can see what 1200 people
actually looks like.” He’s referring to the fact that 1200 people die
every day from tobacco-related illnesses.
Reaching all youth is especially important for Legacy, given that more than 80 percent of smokers start before they turn 18 years old. In late December 2006, the University of Michigan reported in its annual health findings, Monitoring the Future, that the historic decline in daily smoking among younger U.S. teens has ended. This alarming public health news underscores the need for this increased dose of truth®.
MARKETS
Colorado
Denver
Grand Junction/ Montrose
Hawaii
Honolulu
Idaho
Boise
Idaho Falls/Pocatello
Twin Falls
Iowa
Cedar Rapids/ Waterloo/
Iowa City/ Dubuque
Davenport/ Rock
Island/ Moline (IL)
Des Moines/ Ames
Sioux City
Kansas
Topeka
Wichita/Hutchinson
Maine
Bangor
Portland/ Auburn
Presque Isle
Montana
Billings
Butte/ Bozeman
Glendive
Helena
Missoula
Nebraska
Lincoln/Hastings/
Kearney
North Platte
Sioux City
New Mexico
Albuquerque/ Santa Fe
North Dakota
Fargo/ Valley City
Minot/ Bismarck/ Dickinson
Oklahoma
Oklahoma City
Sherman/ Ada
Tulsa
Pennsylvania
Harrisburg/Lancaster/
Lebanon/York
Johnstown/ Altoona
Pittsburgh
Wilkes Barre/ Scranton
Rhode Island
Providence/ New Bedford
South Dakota
Sioux Falls
Tennessee
Knoxville
Vermont
Burlington/ Plattsburgh
Washington
Spokane
Seattle/ Tacoma
Yakima/ Pasco/ Richland/Kennewick
Wyoming
Casper/ Riverton
Cheyenne/ Scottsbluff (NE)
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