Campaign: Redefining Cool
Duration: February 2011-ongoing
Legacy, an anti-smoking organization, has long advocated against tobacco use in film. It launched the "Redefining Cool" initiative in February to address smoking on TV for the first time.
It focused on how tobacco use on top-rated prime-time programs impacts teens, explains Julia Cartwright, SVP of communications for Legacy, which handled the PR effort in-house.
Legacy timed the launch of "Redefining Cool" in advance of the ...