The “Sunny Side” of Tobacco
Washington, DC, February 22, 2008
In 2008, the truth® youth smoking prevention campaign unleashes music, dancing and cartoons to reveal the “sunny side” of tobacco use and the tobacco industry.
The American Legacy Foundation®’s edgy truth® campaign is designed to educate teens about tobacco by exposing Big Tobacco’s marketing practices, as well as highlighting the toll of tobacco use in relevant and innovative ways.
Facts About the Tobacco Industry
The industry has been found by a Federal judge to have manipulated the amount of nicotine delivered by its cigarettes to create and sustain addiction.1 At the same time, research indicates that nicotine is highly addictive.
Research has shown that the tobacco industry “youth prevention” ads aimed at parents actually increased the likelihood that teens will smoke in the future
Finally, according to the Federal Trade Commission, in 2005 the industry spent nearly 36 million dollars each day marketing its products in the U.S. alone.
The latest truth® campaign aims to shine a light on some of these activities and satirically point out some of the “hidden positives” associated with tobacco.
The “Sunny Side of truth®” television ads unfold in a way reminiscent of previous truth® ads – with young people on the streets doing real truth® stunts like gathering in front of tobacco industry headquarters buildings. But then the spots continue in a saccharin sweet, yet super-sarcastic fashion.
When the young people consider a tobacco fact and the “sunny side” of Big Tobacco, a live singin’-and-dancin’ musical number breaks out. Despite the musical diversion, the ads remain gritty, real, and true to the campaign, delivering a strong anti-tobacco message or illuminating facts about tobacco.
In reality, there is no sunny side to the issue of tobacco use in America; more than 400,000 Americans die each year from tobacco-related diseases, specifically 45,000 African-Americans have lost their lives to tobacco use. The tobacco industry continues to use questionable practices in promoting and marketing its products despite these recent morbidity statistics.
Case Against Major Tobacco Companies
On August 17th, 2006, in the Department of Justice’s racketeering case against the major tobacco companies, a federal court found that the tobacco industry was guilty of more than 50 years of racketeering and fraud in promoting its deadly products.
More recently, in the spring of 2007, one company – R.J. Reynolds – introduced a new product called Camel No. 9, which featured slick black and fuchsia packaging and was heavily advertised in many publications that reach millions of young women. Despite the female-friendly packaging and placement in leading women’s fashion magazines, the tobacco industry maintained that Camel No. 9s were not designed for young women. In November 2007, R.J. Reynolds announced that in 2008, it would not spend money on print advertising, including the Camel No. 9 campaign. However, the product continues to be sold on store shelves and R.J. Reynolds will continue to devote resources to promoting the brand through “bar nights” and other activities.
The “Sunny Side of truth®” campaign will roll out the week of January 22, 2008 and run through the end of October 2008. In addition to national television and online advertising, a grant from the Centers for Disease Control (CDC) will extend the campaign to smaller, rural markets that have high smoking rates and limited exposure to truth® ads. The CDC recently renewed a three-year $3.6 million matching grant that will allow for higher penetration of truth® ads in smaller television markets.
“With the Foundation continuing to face a decline in funding, our strategy is always to try and extend our resources as best we can while staying relevant with teens,” said Cheryl G. Healton, Dr. P.H., president and CEO of the American Legacy Foundation®. “Whether it’s by watching American Idol and High School Musical, or by tuning in to music on their I-Pods, we know this generation of teens is enthralled with singing and dancing. The ‘Sunny Side’ ads and their music, dancing, and animation are a terrific new approach for truth® to continue to engage teens and share important tobacco facts with them. ” Healton added that the campaign’s robust online presence – both through thetruth.com Web site and various truth® homepages on social networking sites, will also capitalize on music and animation to capture teens’ attention.
The “Sunny Side” television spots all feature music, dancing and lyrics written by established Broadway professionals and performed by actors joined by cartoon characters such as unicorns, Cupids, storks and others. The Sunny Side campaign marks the first time truth® has used animation in its advertising.
Anti-Tobacco TV Spots
The first two television spots, Magical Amount and Typo, roll out in January and February 2008 respectively.
In Magical Amount, a teen is shown setting bear traps in a park in New York City, with a pack of cigarettes as bait. The bear traps serve as an analogy for the addiction faced by potential smokers. A teen begins to speak into a bullhorn, informing the passersby that “In 2006, a federal judge found that, to keep smokers addicted, Big Tobacco manipulated nicotine levels. But too much nicotine can make you sick.” The teens are interrupted by a unicorn who explains “That’s why they need the magical amount.” The unicorn is joined by other fantastical creatures that begin to sing about how the tobacco companies have found the “magical amount” to keep smokers addicted. The ad ends with the teen and the magical characters looking at each other in disbelief. The words “The Sunny Side of truth®!” appear on screen before it fades to black.
Typo opens on some teens in front of a tobacco company headquarters unrolling an enormous document with the heading “Tobacco Related Deaths” printed on it. One teen says “Wait until we show tobacco executives the five million people around the world who died from their products last year,” when the teen with him suggests that “Maybe we’re being too negative. Look on the bright side. Like, maybe it’s a typo or something.” Animated typewriters, documents, and liquid paper then fill the screen and accompany the teens as they sing about how statistics on the millions of deaths from tobacco could have just been a typo. Again, the ad ends with the teens and the characters looking at each other in disbelief. The words “The Sunny Side of truth®!” then appear on screen before fading to black.
Talent and Production
David Yazbek, a Tony-nominated lyricist and composer, wrote the music featured in the campaign. Yazbek is best known for his career as a Broadway composer and lyricist. His two shows, The Full Monty and Dirty Rotten Scoundrels, are both hits that have played all over the world (more than 20 countries and counting). The shows received 21 Tony Award nominations combined and Yazbek was twice nominated for Best Score. His score for The Full Monty won him the Drama Desk award for Best Music.
Tom Kuntz directed the truth® television ads. His career spans both advertising and music television, having received awards for his work for well-known companies like Starbucks, Coca-Cola, and Virgin Mobile. His music video for The Avalanches was awarded Video of the Year at the CADs, the United Kingdom’s premiere video award show, while one of his videos for the band Electric Six was named the 4th best video of all-time by Q Magazine
Web and Social Networking
The television spots will be supported by a new Web site design and social networking profiles. The truth.com Web site will feature applications that allow teens to interact with each other and share information related to tobacco and truth®. For the first time, the site will also feature sound effects – from guitar riffs and guitar chords, to game-related “dings, beeps and bongs.”
Similar applications will be used on MySpace, Facebook, Bebo, Hi-5 and Xanga. Features will include:
- Log Blog – a messaging system enabling teens to send each other virtual messages that appear to be written in poop. This tactic is used to draw attention to the fact that the ammonia found in feces is also a key ingredient in cigarettes.
- Games like “Key-tar Slayer” – a game that encourages users to play/jam out to the music from the truth® television ads with nothing but their keyboards. A leader board keeps track of those who excel at the game. Previously released truth® games that were popular with teens will also be available on the site.
- “The Useful Cigarette” – a feature where visitors can learn how the ingredients found in cigarettes and cigarette smoke can also be found in such common household products as toilet bowl cleaner and nail polish remover, along with rocket fuel.
- Polls – tongue-in-cheek interactive polls related to facts about tobacco.
- Downloads – Posters, computer desktops kits, desktop wallpaper and buddy icons.
- Embedded video of Sunny Side ads.
The “Sunny Side of truth®” campaign marks the first time truth® has incorporated animation into its television advertisements. Curious Pictures in New York worked with truth® to create the unique campaign. Curious Pictures is a diversified design and entertainment company producing live-action, special effects, graphics, comedy and animation of all types. Some recent TV shows include Sheep in the Big City and Codename: Kids Next Door, for Cartoon Network, Little Einsteins on Disney, and Hey Joel for VH 1.
Anti-Smoking in the Cinema
“Sunny Side of truth®” will be seen in 2,065 Screenvision theaters across the country. All told, the campaign will be run on nearly 10,000 screens in all 50 states. Screenvision encompasses some the nation’s largest theater chains, including AMC, Hollywood Theaters and Cinema Productions. The campaign will run through the month of April and then again in September.
The “Sunny Side of truth®” campaign was created by the American Legacy Foundation and its partners, Arnold Worldwide of Boston and Crispin Porter + Bogusky of Miami.
Background on the truth® Campaign
truth®, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth®, allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products. The campaign was created by the American Legacy Foundation, which was founded as a result of the 1998 Master Settlement Agreement between the tobacco industry, 46 states and five U.S. territories. Payments to the American Legacy Foundation are made on behalf of the settling states.
In February 2005 the American Legacy Foundation released the results of an evaluation of the national truth® campaign that was published in the American Journal of Public Health. The study found that 22 percent of the overall decline in youth smoking during the first two years of the campaign (2000-2002) is directly attributable to truth®. This equates to 300,000 fewer youth smokers in 2002 as a result of the campaign.
The American Legacy Foundation, which provides strategic direction and funding for the truth® campaign, received in 2003 what is likely its final payment to the National Public Education Fund established by the Master Settlement Agreement. Despite its success, the truth® campaign now faces an unprecedented funding challenge.
Source: Black PR Wire Release
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