Page 66 - Social Marketing for Public Health Global Trends and Success Stories

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Strategies 39

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BOX 2-1 A Chronology of truth Campaigns, 2000–2008
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• truth (2000) launched at a youth summit attended by 1,000 teens from
across the country.
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• Infect truth (2001, 2002) educated teens on the facts about cigarette
design and engineering.
• The Daily Dose (2001) campaign laid the groundwork for all the truth ®
ads to come. Raw, no-frills ads featured real youth holding up long LED
screens displaying truth -related facts, providing information so that teens
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could begin to make their own educated choices about smoking.
• A look behind the Orange Curtain (2002, 2003) shed light on the tobacco
industry’s marketing tactics and included such topics as addiction and the
health consequences of smoking.
• Crazyworld (2003) showed teens how tobacco companies play by a
different set of rules than other companies. While many companies recall
products at the first sign of danger to a consumer, the tobacco industry
makes a product that kills 1,200 of its customers every day.
• Connect truth (2004) used an orange dot icon to link together pieces of
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information to reveal the larger picture about the effects of smoking and
the chain of events involving tobacco—from marketing to consumer illness
and death.
• Shards O’Glass (2004) featured a fictitious company that manufactures
freeze pops with glass shards in them, a dangerous product analogous to
cigarettes. The ad is meant to raise consumer awareness about the
harmful effects of smoking.
• Seek truth (2004) used the Q&A (question-and-answer) format to
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encourage teens to ask questions and seek answers about the tobacco
industry and its marketing and manufacturing practices.
• Fair Enough (2005) took a new approach to advertising with a sitcom-
style television campaign that featured a cast and theme music. The
commercials used tobacco industry documents to reveal marketing ideas.
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• truth found (2005–2006) pointed big orange arrows at some of the
people and places targeted and affected by Big Tobacco.
• truth documentary (2006) used a documentary filmmaking style to
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capture real people’s reactions to the marketing tactics of the tobacco
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industry. The campaign, called truth documentary for the style in which
the ads were shot, featured one correspondent and a camera crew
investigating the reasoning behind some ideas from Big Tobacco.
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