Truth Campaign Finds New Ways to Get Message to Young People
The youth anti-smoking truth campaign has launched two initiatives to broaden its reach among young people.
A new microsite has been developed to showcase the group’s Singing Cowboy TV spot. The site, SingingCowPoke.com, features viral components, downloads and facts about tobacco.
On one section, visitors can meet the “cowboy” named Tom, a 46-year-old sales associate from Bayshore, NY. He had a total laryngectomy and separation of the airway from his mouth, nose and esophagus eight years ago. He smoked three packs a day for about 20 years, quitting when he was 33. Five years later he was diagnosed with cancer. Tom uses an electrolarynx to sing in the spots, the group said.
Under the second effort, TV spots from the truth campaign will be shown in movie theaters across the country during February and March. The spots will be shown on more than 17,606 screen in 50 sates featuring the Singing Cowboy. Participating theater chains include AMC Entertainment, Cinemark USA, Regal Entertainment Group and Lowes.
The group said that movies featuring actors smoking influence 390,000 young people to begin smoking every year, of which 120,000 will later die from smoking.
“We hope to reach hundreds of thousands of families with the important messages about tobacco addiction and the consequences of smoking,” said Cheryl Healton, Dr. P.H., president and CEO of the American Legacy Foundation, which runs the truth campaign.
