Seek Truth Campaign Elements Launched

The American Legacy Foundation yesterday launched new creative in its truth youth smoking prevention campaign. The Seek Truth campaign encourages teens to ask questions and seek answers about the tobacco industry, its marketing tactics and its products.

The campaign uses the Q&A format and has truth teens ask a question to a person on the street while holding up an orange card marked “Q:” and wait for a response while holding up an orange card marked “A:.” The campaign was filmed outside an undisclosed tobacco company headquarters in New York City.

The Seek Truth campaign features real people with powerful stories about the negative consequences of tobacco use for them and their families. Campaign elements include television commercials on WB, Spike, Fuse, Comedy Central, MTV and BET, print ads in youth-oriented magazines such as CosmoGirl, Vibe and Transworld Skateboarding, outdoor poster ads and a Web site.

The Seek truth campaign was created by Arnold Worldwide of Boston and Crispin Porter + Bogusky of Miami.