USA Today, Life Section, October 9
Who is your client, and what are its media goals?
Kimberley Collins: The American Legacy Foundation (ALF) is a national public health foundation created out of the master tobacco settlement agreement. It focuses on both helping smokers quit and preventing youth from starting. The group was looking to educate the public, especially parents, on how images of smoking in the movies increases the likelihood of children taking up the habit.
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