When I was growing up, I asked my parents how they could smoke cigarettes knowing how much it could damage their health. They said that when they were teenagers and began smoking, nobody knew that tobacco was dangerous. What about teens today? They must know about the harm smoking can do to them. However, maybe they don't fully understand it. That is where the truth campaign comes in.

The truth campaign, the most successful youth smoking prevention campaign in the U.S., is celebrating its ten year anniversary in 2010. The campaign is run by and funded by Legacy, a national public health foundation, with the mission of keeping young people from smoking and helping all smokers quit. Truth is the only national  youth smoking prevention campaign that is not directed by the tobacco industry. Research has shown that the truth campaign increased anti-smoking beliefs among teens whereas the Philip Morris "Think, don't Smoke" campaign, for example, had virtually no effect on changing teens beliefs about smoking.

The truth campaign does not preach, they know it won't work. They set out to make 'anti-smoking' a brand. The facts are presented so that youth can make informed choices and communicate what they learn to each other. The campaign is designed to engage teens by exposing big tobacco's marketing and manufacturing practices and highlight the toll of tobacco in innovative ways.

Over the years, the truth campaign has had three distinct phases:

1. Traditional advertising - television, print and radio ads.
2. Online - the truth campaign built social networking profiles and continues to grow and build its website with polls, games, interactive activities, video, etc.
3. Experiential - responding to an audience that is creating its own content and looking for engagement, the truth tour will take a more central role and the truth campaign will continue to embrace new methods of engagement such as with partnerships with brands such as MTV and Virgin Mobile.

What can parents do to help prevent their teens and tweens from smoking. Send them the link to the Truth website, especially the Facts Page. The website includes videos, games, free downloads and sharing. Parents might find the Legacy for Health website more their style. And don't forget that one of the best thing you can do for your teens is not to smoke yourself!

See also: National CPR Week and Instructional Video

 

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