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* Anti-smoking Campaign *

* Anti-smoking Campaign *. The Truth .com: Run by the American Legacy Foundation Funded by U.S. tobacco companies under the terms of the Master Settlement Agreement. SO . . . Whudafxup ??. Mission is to disseminate information to the public . . . “ Knowledge is power ”

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* Anti-smoking Campaign *

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  1. *Anti-smoking Campaign* • TheTruth.com: • Run by the American Legacy Foundation • Funded by U.S. tobacco companies under the terms of the Master Settlement Agreement

  2. SO . . . Whudafxup?? • Mission is to disseminate information to the public . . . “Knowledge is power” • Leaked secret internal documents and memos from big tobacco companies to the public.

  3. Facts come from sources such as: • The Center for Disease Control and Prevention • Big tobacco companies documents/research (Disclosed as a result of the Master Settlement Agreement)

  4. Concentrated on a movement of the youth . . . • Combating the ‘rebellious’ appeal of cigarettes through the use of David/Goliath rebellion against big tobacco corporations.

  5. Original ads included dramatic camera angles and living people as representation of deaths. • Extensive use of Hyperbole . . . • More recent ads make use of dark humor and make light of dramatic situations . . . • Also, reuse tobacco icon the “Marlboro Man” as spokesman.

  6. . . . How Is all this related to class? • Federal Regulation • Holding tobacco companies to a higher degree of self-regulation • Combating deceptive advertising by big tobacco *The Power of Advertising: -In 2002 there were approximately 300,000 fewer youth smokers due to Truth. - 1/3 of smokers die from smoking related illnesses *Truth and it’s efforts managed to save 100,000 lives that year . . .

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