June 2, 2009

truth® Wants to Know: “Do You Have What it Takes?”

New Campaign Explores Decisions Made by the Tobacco Industry, Impact on Americans

By Patricia McLaughlin, The American Legacy Foundation

Washington, DC, May 28, 2009 – Each and every day in America, 1,200 people die from tobacco-related diseases – from heart disease and cancers, to emphysema and strokes. The latest advertising campaign from the truth® youth smoking prevention campaign explores the kinds of decisions tobacco industry executives undertake – decisions that make for a successful, but deadly business.

The ad campaign, called Do You Have What It Takes? asks real-life job-seekers whether they would be willing to participate in the types of decisions and situations that tobacco industry executives have made or encountered. The new campaign rolls out at the end of May with television, print, cinema and online advertisements, along with a new Web site and social-networking elements.

View the Truth Campaign's new ads and interactive site here: TheTruth.com