Legacy eNews
March 2010


President's Corner Blog


A bright orange truck traveling the country each summer. 1,200 bodies falling to the ground. A "singing cowboy" with a hole in his throat. An online game called Addictor Click. Funky t-shirts with educational facts.


Those are just some of the iconic images associated with the truth® youth smoking prevention campaign - a campaign celebrating its tenth anniversary this year in 2010. A campaign that has rung up accolades from the public health and creative communities. A campaign I am so proud to have been a part of since its earliest days. And most importantly - a campaign that has been research-proven to save the lives of hundreds of thousand of teenagers. 

PlayingGameswithtruthPlaying Games with truth®
arcade screen shotAccording to the Kaiser Family Foundation's January 2010 report (Generation M2: Media in the Lives of 8- to 18-Year-Olds), young people spend an average of 17 minutes per day playing video games online -- second only to the time spent on social networking sites (22 minutes).


In order to effectively reach its target audience - 12-17 year olds who are most open to smoking, truth® has long recognized the popularity of games with teenagers, offering online video games as part of its campaign Web site. The games entertain while simultaneously providing facts about tobacco and the tobacco industry.This month, the "truth® Arcade" makes its debut online with 13 of the campaign's most popular games now housed in one central location where teens can easily access the games. The Arcade is being promoted on all truth® social networking sites and banner ads are running online from April-June on select online gaming sites.

or Play the games
WarnerSeriesThe  truth about Teens: Youth Marketing in a Web 2.0 World
Celebrating the 10-year anniversary of truth
®, Legacy hosted atruth tour Warner Series Lecture on March 25th, bringing together a panel of experts from the media, corporate and nonprofit sectors to discuss challenges and opportunities relating to youth marketing in the decade ahead, including shifts in teen culture, media engagement and online activity. Speakers included:
Cheryl G. Healton
, Dr.PH, President & Chief Executive Officer, Legacy


  • Peter Zollo, CEO and Co-Founder, TRU
  • Paul Farhi, Staff Writer,The Washington Post
  • Nick Shore, Senior VP, MTV/MTV2 Strategic Insights & Research
  • Katya Andresen, Chief Operating Officer, Network for Good

Learn more about the day's event in next month's edition of Legacy e-news. The archived Webcast will be available online soon.

FDAFDA Issues Final Rule Regarding Sale, Distribution, and Use of Cigarettes and Smokeless Tobacco
On March 18, 2010, the Food and Drug Administration (FDA) - which has had federal regulatory authority over tobacco since June 2009 - issued a new rule that restricts the sale, distribution and use of cigarettes and smokeless tobacco. The actions underscore the historical progress made towards fighting the nation's number one cause of preventable death: tobacco-related disease. In summary, the new FDA rule:   
  • Prohibits the sale of cigarettes or smokeless tobacco to people younger than 18.
  • Prohibits the sale of cigarette packages with fewer than 20 cigarettes.
  • Prohibits the sale of cigarettes and smokeless tobacco in vending machines, self-service displays, or other impersonal modes of sales, except in very limited situations.
  • Restricts free samples of cigarettes or smokeless tobacco products.
  • Prohibits tobacco brand name sponsorship of any athletic, musical, or other social or cultural event, or any team or entry in those events.
  • Prohibits gifts or other items in exchange for buying cigarettes or smokeless tobacco products.
  • Requires that audio ads use only words with no music or sound effects.
  • Prohibits the sale or distribution of items, such as hats and tee shirts, with tobacco brands or logos. 
The rule would also require that most tobacco advertising and labeling be in black text on white background. This requirement, however, is currently the subject of litigation. In a decision which is on appeal, a District Court in Kentucky has stopped this provision from going into effect. 
CamelCamel Cigarette Campaigns a Favorite among Teen Girls
JoostenThis month, Legacy and partners from the University of California, San Diego released a new study in the April issue of the journal, Pediatrics, titled, Camel No. 9 Cigarette-Marketing Campaign Targeted Young Teenage Girls. Sadly, the study reveals that, despite all we know about the deadly toll of smoking, tobacco companies continue to successfully find 'replacement smokers' among our nation's young girls. 
Published during Woman's History Month, the study further confirms that the tobacco industry continues to aggressively market to women in the same way it first did in the 1920s. As part of the paper, lead researcher John Pierce and colleagues looked at teens' responsiveness to different tobacco marketing campaigns over the past five years. The research team concluded that, even after legal restrictions in the Master Settlement Agreement prohibited the targeting of teens through advertising, teens continued to be responsive to tobacco marketing and those who were receptive to it were 50 percent more likely to start smoking as a result. It was found that after the launch of Camel No. 9, the percentage of teen girls who reported having a favorite cigarette ad increased by 10 percentage points, with Camel accounting for nearly all of this increase. Camel No. 9 cigarettes had been featured in top fashion and entertainment magazines geared toward women. The brand used stylish packaging and advertising featuring black, bright pink and teal colors, female-friendly colors and a name evocative of women's fashion icons. 
In 2007, Legacy spearheaded a diversegroup of public health and women's public interest organizations calling for Camel No. 9 cigarettes to be taken off store shelves. In addition, more than 40 members of Congress called on women's magazines to refuse advertising for this product, because the members saw such ads as direct attempts to attract girls and young women to smoking.
ConsumerDemandViewing Smokers as Consumers Could Increase the Number of Quitters in America
A new supplemental report to the March issue of the American Journal of Preventative Medicine may change the way public health practitioners think about smokers. According to the report, the number of smokers in America could be reduced if smokers are thought of as "consumers", and moved "center stage in designing and implementing tobacco control policies and treatments." The report outlines how the tobacco control community can help consumers connect the dots by linking policy with treatments in ways that increase the demand for effective services. The importance of consumer attitudes and preferences is also a key piece in developing tobacco control interventions. The supplement includes:
  • Information about the impact of promising clinical, community and state methods to increase consumer demand for quit smoking resources;
  • Methods for making effective quit programs more appealing to the smokers who need them most;
  • Computer simulation models that examine tobacco control strategies individually and in combination and their impact on smoking prevalence over time; and
  • Principles and directions for primary care, and state and national efforts to help institutionalize a consumer-based perspective.

The supplement comes from public health leaders from Legacy, the Robert Wood Johnson Foundation and the Office of Behavioral and Social Sciences Research (OBSSR) at the National Institutes of Health.

YouthLiaisonYouth Liaison Joins the Legacy Board of Directors
Lee Storrow, Youth LiaisonLegacy is proud to welcome Lee Storrow of Asheville, NC, as Youth Board Liaison to its Board of Directors. Selected to serve an 18-month term, Storrow was motivated to work in tobacco control after his grandparents died of tobacco-related diseases. He is actively working with Teens Against Tobacco Use, and Question Why, a North Carolina-based advocacy organization working to prevent North Carolina teens from using tobacco. He has also educated studentsabout tobacco's toll and worked on campaigns that advocated smoking-ban implementation at public parks and bowling alleys. Storrow, now 20, is currently a junior at the University of North Carolina (UNC) at Chapel Hill, where he is pursuing a bachelor's degree in political science and has remained active in public health. He has lobbied the North Carolina General Assembly for comprehensive smoke-free workplaces and an increase in the state's historically low cigarette tax, and has also developed policy recommendations on creating comprehensive quit tobacco systems in hospitals. Before joining Legacy's Board of Directors, he served as a member of Legacy's Youth Activism Council from January 2008 to June 2009. 
MoviesMovies Trigger Young Adult Smokers to Light Up
A new and groundbreaking study published on March 23 in the Movie SmokingAmerican Journal of Preventative Medicine shows that young adult smokers will light up immediately after watching smoking in movies. The study is the first of its kind to directlylink smoking scenes in movies to actual and immediate smoking behavior. Researchers from the University of California San Francisco randomly assigned 100 cigarette smokers aged 18-25 to watch a movie montage composed with or without smoking scenes. The researchers then observed their behavior during a 10-minute break to see whether or not participants smoked. They found that smokers who watched the smoking scenes were more likely to smoke during the break. They were also three times more likely to smoke within 30 minutes of leaving the screening. UCSF researchers Dikla Shmueli, Judith Prochaska and Stanton Glantz also found that people who had previously watched movies with higher levels of smoking were more likely to smoke during the break. These results held even after controlling for level of nicotine addiction, how close they were to quitting, gender, ethnicity, impulsivity and marital status. 
ScholarshipScholarship Funding Available for Students with Background in Arts and Tobacco Control Activism

Applications are now being accepted for the annual Dr. Alma S. Adams Scholarship for Outreach and Health Communications to Reduce Tobacco Use among Priority Populations. The scholarship will award $5,000 each for up to two candidates to pursue undergraduate or graduate studies at an accredited institution of higher education in the United States. The award will be granted on a competitive basis to a candidate who shows financial need; exemplifies a record of commitment to community service on behalf of an underserved community; and illustrates the best use of the visual arts, media, or creative writing to convey culturally appropriate health messages, specifically those aimed at raising awareness of tobacco's harmful impact. Applications will be accepted through April 30, 2010, and award winners will be notified by June 30, 2010. For additional information on the Dr. Alma S. Adams Scholarship, click here.

DisseminationExploring Promising Programming in Tobacco Control

Dissemination ReportLegacy has released its latest report, "Legacy's Small Innovative Grants: Exploring Promising Programming in Tobacco Control." This report seeks to galvanize the concept of innovation in tobacco control and examines the importance of supporting promising new ideas and approaches. It also highlights how Legacy's Small Innovative Grants Program demonstrated innovative grantmaking by seeding new projects; enabling organizations to incubate a broad range of promising strategies; and helping them gain new perspectives regarding tobacco control in traditionally underserved sectors of American society. Click here to read the report.  

AAPNew State Resource Map Offers Local Tobacco and Secondhand Smoke Information

AAP state 
mapA new Web page offered by the American Academy of Pediatrics' (AAP) Julius B. Richmond Center of Excellence provides valuable state-specific information to parties interested in addressing tobacco and secondhand smoke in local communities. The Richmond Center, a Legacy grantee based in Rochester, NY, works with clinicians to protect children from the effects of tobacco and secondhand smoke. The new State Resource Map features direct links to state-specific information on tobacco and secondhand smoke, including data and reports, advocacy information, local contacts and coalitions, and AAP-funded community activities. Learn what is happening locally by visiting the AAP's Web page.
WorkshopRegister Today for the Tobacco Industry Documents Workshop

The University of California, San Francisco Center for Tobacco Control Research and Education (CTCRE) is hosting its annual Tobacco Industry Documents Workshop on May 21, 2010. The workshop will cover: an introduction to the databases of the Legacy Tobacco Documents Library, including the multimedia database; hands-on practice searching and extracting key industry documents under the supervision of expert documents researchers; examples of ways in which the documents can be of use to promote tobacco-free communities; and opportunities to network and brainstorm with top documents researchers and other advocates. The workshop will also feature a lunchtime presentation by Stanton Glantz, Professor of Medicine and Director of the CTCRE, and Thursday Night Live, afree, special pre-workshop, "How to Make Changes in Public Policy," with attorney/policy expert Richard Barnes.
Cost: $25 registration fee to reserve your place, refundable upon completion of the workshop.
Deadline: April 24, 2010.
Registration is on a first-come, first-served basis and space is limited to 38 participants. A California cuisine lunch and resource materials will be provided. The locations are ADA accessible.
Applications for a 2010 Legacy Travel Scholarship to Increase Diversity may be requested. The deadline for the scholarship application is April 12, 2010.For more information and to register for the workshop, please contact: Jennifer Lau,
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