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.
According 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).
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.
|The about Teens: Youth Marketing
in a Web 2.0 World
Celebrating the 10-year anniversary of truth®, Legacy hosted a 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.
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
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
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.
|Camel Cigarette Campaigns a Favorite among
This 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.
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
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.
|Viewing 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
- 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
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.
|Youth Liaison Joins the Legacy Board of
Legacy 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.
Trigger Young Adult Smokers to Light Up
A new and groundbreaking study published on March 23 in the
American 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
|Scholarship 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.
|Exploring Promising Programming in Tobacco
Legacy 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
|New State Resource Map Offers
Local Tobacco and Secondhand Smoke Information
A 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.
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.
registration fee to reserve your place, refundable upon completion of
Deadline: April 24, 2010.
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.
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, Jennifer.Lau@ucsf.edu.