To counter cigarette ads, ALF needed an effort of its own. But lacking Big Tobacco's deep pockets, the foundation also needed a cost-effective way to seize the attention of young adults who are the tacit audience for those ads.
The solution: an ad and PR push - using the 6-year-old "Truth" campaign aimed at 12- to 17-year-olds - that shows GenY types reacting to the language and marketing tactics tobacco companies use to attract and keep teens as smokers, and soften ...