TheTruth.com
Encyclopedia
TheTruth.com is an anti-smoking
campaign in the United States
. The campaign is run by the American Legacy Foundation
, which was founded under the terms of the Master Settlement Agreement
, between the US tobacco companies and 46 US states and 5 territories. TheTruth.com uses Web, print and television to get its message across.
. Florida's Office of Tobacco Control formed the Florida Tobacco Pilot Program in 1997. The program set out to drive a wedge between the tobacco industry's advertising and a youth audience. The program not only assembled a team of advertising and public relations firms to develop the marketing portion of the campaign, but also directly polled Florida's youth. From this emerged the campaign concept of a youth movement against tobacco companies promoted through grassroots advocacy and a youth-driven advertising campaign.
In March 1998, student delegates at a summit sponsored by Florida's Office of Tobacco Control voted to change the theme of the campaign to "truth, a generation united against tobacco." In April 1998, Florida launched a $25 million advertising campaign that included 33 television commercials, seven billboards, eight print ads and four posters. Modeling their approach after commercial marketing to teens, the Florida "Truth" campaign incorporated a variety of "in-your-face" styles into its ads, incorporating strategies ranging from edgy-humor to high technology. The ads also depicted real teenagers' opinions on the tobacco industry.
The American Legacy Foundation
receives the majority of its funding from payments to the National Public Education Fund established by the Master Settlement Agreement
. The MSA called for payments to the fund for five years and thereafter for years in which the tobacco companies participating in the agreement collectively have a 99.05% market share. The foundation received what is likely the last guaranteed payment in 2003. The participating manufacturers’ share does not currently meet the threshold and is not expected to in the foreseeable future. As a result, the foundation and the truth campaign are now facing a serious funding challenge. Efforts are being made to raise funds to continue the truth campaign as well as continue funding the foundation’s other programs.
. The campaign also utilizes "hidden cameras" for many of their spots. Early ads featured street scenes where large buildings are used as symbols for the corporate offices of the tobacco industry as a whole, often surrounded by hundreds of 'dead' youth.
In 2006, the ads took on an urban overtone, utilizing both the Internet address and the slang term 'whudafxup'. The new theme presents its anti-smoking message in a more intangible, conversational manner, documentary style, often with actor Derrick Beckles.
In 2008, the television ads have taken on a new tone. The commercials will start off in a manner consistent with the 2006 ads, but then quickly delve into an upbeat song-and-dance number. These newer ads tend to have cartoon characters mixed in with the live-action performers during the number.
The Sunny Side of Truth Remix Project brings together some of the world’s top artists to remix songs from the Sunny Side of truth ads.
In 2009, the television commercials changed once again. The commercials all have one job interviewer (the actor Mike Rock) who asks people questions about their willingness to take a job selling products having harmful or lethal effects on customers. The implication is in the campaign's tagline: "Do you have what it takes?" to work for 'big tobacco."
After the 2009 "recruiter" spots began airing, TheTruth & VH-1 created two cross-promotional parodies of these commercials with reality television stars Mercedes "Prancer" Clausen, and Megan Hauserman
appearing as the interviewees along with the original recruiter Mike Rock.
Sneider states that the truth campaign avoids this phrasing because "the focus of the sentence would then be removed from their object of contempt, and placed on the very people who choose to smoke." despite differences in tobacco-related cancer deaths. Some researchers argue that the difference may be accounted for by socioeconomic factors relating to early reports and treatment of cancer.
to pursue litigation against the American Legacy Foundation from July 2001 until its resolution in July 2006. The truth campaign ran a radio ad called "Dog Walker" during June and July 2001. In the ad, an actor who identified himself as a dog walker placed a phone call to Lorillard, offering to sell Lorillard the urine from his dogs. According to the ad, urine and tobacco both contain urea
.
Initially, Lorillard accused the ad agency of violating the laws regarding the taping of telephone conversations and threatened to refer them to the criminal authorities. Lorillard also accused the Truth campaign of including false information in the ad. In October 2001, Lorillard filed a Motion
for a Declaratory Ruling with the Federal Communications Commission
(FCC), asking the FCC to rule that the radio stations’ broadcast of the ad violated an FCC regulation regarding broadcasting of telephone conversations.
In November 2001, Lorillard notified the American Legacy Foundation of their intent to litigate against the organization and its ad agency for defamation. Lorillard stated that it would not sue if the foundation agreed to a series of demands. Accordingly, the foundation entered into discussions with Lorillard to attempt an out-of-court resolution. However, on January 18, 2002, Lorillard abandoned discussions and began to pursue a new claim against it. Lorilland purported that portions of the Truth campaign violated the Master Settlement Agreement's prohibition against "vilification" or "personal attacks" against the tobacco companies.
After a series of cases in both Delaware
and North Carolina
, the matter was resolved by the Delaware Supreme Court
on July 17, 2006. They ruled unanimously that the truth campaign did not violate the Master Settlement Agreement.
demonstrating that the Truth campaign has helped reduce smoking among young people.
According to the Commission, the truth campaign was effective due its thorough reach of youth. They claim that 75% of all 12 to 17 year-olds in the United States could accurately describe one or more of the Truth ads. They further claim about 90% of youths said the ad they saw was convincing and 85% said the ad gave them good reasons not to smoke. It is unclear, however, which study or studies the Commission is citing.
, Columbia University, and the American Legacy Foundation, analyzed data from Monitoring the Future
, collected from students between 1997 and 2002. As the Monitoring The Future data did not specifically ask about exposure to the Truth campaign, the study grouped participants based on television markets to analyze the effect of the campaign. The study showed there was a 3.2% decline in smoking before the campaign launch, during 1997 through 1999, compared with 6.8% after the campaign launch in the years 2000 through 2002. The study also concluded that, while there was no statistically significant relationship between overall youth smoking
prevalence and the campaign in 2000 (just a few months after the campaign began), there was a statistically significant effect during 2001.
Tobacco smoking
Tobacco smoking is the practice where tobacco is burned and the resulting smoke is inhaled. The practice may have begun as early as 5000–3000 BCE. Tobacco was introduced to Eurasia in the late 16th century where it followed common trade routes...
campaign in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. The campaign is run by the American Legacy Foundation
American Legacy Foundation
The American Legacy Foundation is a 501 not-for-profit organization dedicated to preventing teen smoking and encouraging smokers to quit. It was established in March 1998 as a result of the Master Settlement Agreement between a coalition of attorneys general in 46 states and five United States...
, which was founded under the terms of the Master Settlement Agreement
Master Settlement Agreement
The Tobacco Master Settlement Agreement was entered in November 1998, originally between the four largest US tobacco companies and the attorneys general of 46 states...
, between the US tobacco companies and 46 US states and 5 territories. TheTruth.com uses Web, print and television to get its message across.
Formation
The truth campaign was modelled after an anti-smoking campaign in FloridaFlorida
Florida is a state in the southeastern United States, located on the nation's Atlantic and Gulf coasts. It is bordered to the west by the Gulf of Mexico, to the north by Alabama and Georgia and to the east by the Atlantic Ocean. With a population of 18,801,310 as measured by the 2010 census, it...
. Florida's Office of Tobacco Control formed the Florida Tobacco Pilot Program in 1997. The program set out to drive a wedge between the tobacco industry's advertising and a youth audience. The program not only assembled a team of advertising and public relations firms to develop the marketing portion of the campaign, but also directly polled Florida's youth. From this emerged the campaign concept of a youth movement against tobacco companies promoted through grassroots advocacy and a youth-driven advertising campaign.
In March 1998, student delegates at a summit sponsored by Florida's Office of Tobacco Control voted to change the theme of the campaign to "truth, a generation united against tobacco." In April 1998, Florida launched a $25 million advertising campaign that included 33 television commercials, seven billboards, eight print ads and four posters. Modeling their approach after commercial marketing to teens, the Florida "Truth" campaign incorporated a variety of "in-your-face" styles into its ads, incorporating strategies ranging from edgy-humor to high technology. The ads also depicted real teenagers' opinions on the tobacco industry.
The American Legacy Foundation
American Legacy Foundation
The American Legacy Foundation is a 501 not-for-profit organization dedicated to preventing teen smoking and encouraging smokers to quit. It was established in March 1998 as a result of the Master Settlement Agreement between a coalition of attorneys general in 46 states and five United States...
receives the majority of its funding from payments to the National Public Education Fund established by the Master Settlement Agreement
Master Settlement Agreement
The Tobacco Master Settlement Agreement was entered in November 1998, originally between the four largest US tobacco companies and the attorneys general of 46 states...
. The MSA called for payments to the fund for five years and thereafter for years in which the tobacco companies participating in the agreement collectively have a 99.05% market share. The foundation received what is likely the last guaranteed payment in 2003. The participating manufacturers’ share does not currently meet the threshold and is not expected to in the foreseeable future. As a result, the foundation and the truth campaign are now facing a serious funding challenge. Efforts are being made to raise funds to continue the truth campaign as well as continue funding the foundation’s other programs.
Marketing style
The ads are characterized by dramatic camera angles and the use of living people to represent statistical deaths caused by tobacco smoke. Advertisements have been particularly dramatic and subject to hyperboleHyperbole
Hyperbole is the use of exaggeration as a rhetorical device or figure of speech. It may be used to evoke strong feelings or to create a strong impression, but is not meant to be taken literally....
. The campaign also utilizes "hidden cameras" for many of their spots. Early ads featured street scenes where large buildings are used as symbols for the corporate offices of the tobacco industry as a whole, often surrounded by hundreds of 'dead' youth.
In 2006, the ads took on an urban overtone, utilizing both the Internet address and the slang term 'whudafxup'. The new theme presents its anti-smoking message in a more intangible, conversational manner, documentary style, often with actor Derrick Beckles.
In 2008, the television ads have taken on a new tone. The commercials will start off in a manner consistent with the 2006 ads, but then quickly delve into an upbeat song-and-dance number. These newer ads tend to have cartoon characters mixed in with the live-action performers during the number.
The Sunny Side of Truth Remix Project brings together some of the world’s top artists to remix songs from the Sunny Side of truth ads.
In 2009, the television commercials changed once again. The commercials all have one job interviewer (the actor Mike Rock) who asks people questions about their willingness to take a job selling products having harmful or lethal effects on customers. The implication is in the campaign's tagline: "Do you have what it takes?" to work for 'big tobacco."
After the 2009 "recruiter" spots began airing, TheTruth & VH-1 created two cross-promotional parodies of these commercials with reality television stars Mercedes "Prancer" Clausen, and Megan Hauserman
Megan Hauserman
Megan Hauserman is an American model and reality television personality, best known for her appearances on Vh1.-Modeling career:...
appearing as the interviewees along with the original recruiter Mike Rock.
Criticism
The truth campaign has been subject to criticism over the implications of its advertisements. They are also subject to general criticism regarding the effectiveness of anti-smoking ads.Questions regarding racial implications
In a 2002 editorial in the Columbia Spectator, conservative commentator Jaime Sneider contended that thetruth.com attempts "to create the illusion of a racist conspiracy perpetrated by 'Big Tobacco'." Sneider notes that some truth commercials contain the claim that "Tobacco gives black males 50% more lung cancer than white males." Sneider argues, "Obviously, tobacco itself hasn't been engineered to increase the health risk for blacks; therefore, the sentence would more accurately read, 'Black males are 50% more likely than white males to contract lung cancer from tobacco.'"Sneider states that the truth campaign avoids this phrasing because "the focus of the sentence would then be removed from their object of contempt, and placed on the very people who choose to smoke." despite differences in tobacco-related cancer deaths. Some researchers argue that the difference may be accounted for by socioeconomic factors relating to early reports and treatment of cancer.
Litigation and complaints
A truth campaign radio ad prompted Lorillard Tobacco CompanyLorillard Tobacco Company
Lorillard Tobacco Company is an American tobacco company marketing cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max. Lorillard is a member of the National Black Chamber of Commerce.- History :...
to pursue litigation against the American Legacy Foundation from July 2001 until its resolution in July 2006. The truth campaign ran a radio ad called "Dog Walker" during June and July 2001. In the ad, an actor who identified himself as a dog walker placed a phone call to Lorillard, offering to sell Lorillard the urine from his dogs. According to the ad, urine and tobacco both contain urea
Urea
Urea or carbamide is an organic compound with the chemical formula CO2. The molecule has two —NH2 groups joined by a carbonyl functional group....
.
Initially, Lorillard accused the ad agency of violating the laws regarding the taping of telephone conversations and threatened to refer them to the criminal authorities. Lorillard also accused the Truth campaign of including false information in the ad. In October 2001, Lorillard filed a Motion
Motion (legal)
In law, a motion is a procedural device to bring a limited, contested issue before a court for decision. A motion may be thought of as a request to the judge to make a decision about the case. Motions may be made at any point in administrative, criminal or civil proceedings, although that right is...
for a Declaratory Ruling with the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
(FCC), asking the FCC to rule that the radio stations’ broadcast of the ad violated an FCC regulation regarding broadcasting of telephone conversations.
In November 2001, Lorillard notified the American Legacy Foundation of their intent to litigate against the organization and its ad agency for defamation. Lorillard stated that it would not sue if the foundation agreed to a series of demands. Accordingly, the foundation entered into discussions with Lorillard to attempt an out-of-court resolution. However, on January 18, 2002, Lorillard abandoned discussions and began to pursue a new claim against it. Lorilland purported that portions of the Truth campaign violated the Master Settlement Agreement's prohibition against "vilification" or "personal attacks" against the tobacco companies.
After a series of cases in both Delaware
Delaware
Delaware is a U.S. state located on the Atlantic Coast in the Mid-Atlantic region of the United States. It is bordered to the south and west by Maryland, and to the north by Pennsylvania...
and North Carolina
North Carolina
North Carolina is a state located in the southeastern United States. The state borders South Carolina and Georgia to the south, Tennessee to the west and Virginia to the north. North Carolina contains 100 counties. Its capital is Raleigh, and its largest city is Charlotte...
, the matter was resolved by the Delaware Supreme Court
Delaware Supreme Court
The Supreme Court of Delaware is the sole appellate court in the United States' state of Delaware. Because Delaware is a popular haven for corporations, the Court has developed a worldwide reputation as a respected source of corporate law decisions, particularly in the area of mergers and...
on July 17, 2006. They ruled unanimously that the truth campaign did not violate the Master Settlement Agreement.
Support
The Citizen's Commission to Protect the Truth was founded to ensure continued funding of the truth Campaign, citing its reach to youth and its effectiveness. Among its citations was a study published in the American Journal of Public HealthAmerican Journal of Public Health
The American Journal of Public Health is a monthly peer-reviewed medical journal published by the American Public Health Association covering health policy and public health. The journal was established in 1911 and its stated mission is "to advance public health research, policy, practice, and...
demonstrating that the Truth campaign has helped reduce smoking among young people.
The Citizens' Commission to Protect the Truth
The Citizens' Commission to Protect the Truth was founded to support continued funding of the truth campaign. Under the terms of the Master Settlement Agreement, tobacco companies were required to pay into the National Public Education Fund portion of the Master Settlement Agreement through 2003. The Master Settlement Agreement requires payments to the Fund be made only as long as the participating tobacco manufacturers maintained at least 99.05 percent of the U.S. tobacco market; the tobacco companies no longer met this requirement as of 2003.According to the Commission, the truth campaign was effective due its thorough reach of youth. They claim that 75% of all 12 to 17 year-olds in the United States could accurately describe one or more of the Truth ads. They further claim about 90% of youths said the ad they saw was convincing and 85% said the ad gave them good reasons not to smoke. It is unclear, however, which study or studies the Commission is citing.
Study supports effectiveness of truth ads
In a news release dated February 23, 2005, The Citizens' Commission to Protect the Truth cited a study published by the American Journal of Public Health. The study, conducted by researchers from RTI InternationalRTI International
RTI International is the trade name of the Research Triangle Institute, an independent research institute established in 1958. The founding tenant of North Carolina’s Research Triangle Park, RTI was created as part of a larger effort to harness the intellectual capital of the area’s three major...
, Columbia University, and the American Legacy Foundation, analyzed data from Monitoring the Future
Monitoring the Future
The Monitoring the Future study, also known as the National High School Senior Survey, is a long-term epidemiological study that surveys trends in legal and illicit drug use among American adolescents and adults as well as personal levels of perceived risk and disapproval for each drug...
, collected from students between 1997 and 2002. As the Monitoring The Future data did not specifically ask about exposure to the Truth campaign, the study grouped participants based on television markets to analyze the effect of the campaign. The study showed there was a 3.2% decline in smoking before the campaign launch, during 1997 through 1999, compared with 6.8% after the campaign launch in the years 2000 through 2002. The study also concluded that, while there was no statistically significant relationship between overall youth smoking
Youth Smoking
Youth smoking is an issue that affects countries worldwide. While not every culture views youth smoking as an issue that needs to be addressed, the U.S. has taken drastic measure in an attempt to reduce and eventually eliminate use of tobacco products among teens...
prevalence and the campaign in 2000 (just a few months after the campaign began), there was a statistically significant effect during 2001.