WASHINGTON: The Legacy Foundation is taking the long-running “Truth” anti-smoking campaign in a new direction by teaming up with clothing designer Jeff Staple to produce a limited edition T-shirt, then promoting the shirt in select markets.
The organization refreshed the effort to take advantage of teen consumers' “passion points,” or experiences they enjoy and want to share with friends, said Nicole Dorrler, assistant VP of marketing at the Legacy foundation. The group is handing all PR efforts in-house.
“Fashion is one ...