Target: Robin Koval, CEO and president of Legacy
Goal: Applaud the Truth campaign in its ongoing efforts to educate young people on the health risks associated with tobacco.
The Truth campaign is the largest national tobacco prevention campaign aimed at youth. They are funded by the Legacy foundation and operate under the idea that the current generation of youths can be responsible for the end of tobacco use. Since the campaign began, the percentage of teenagers smoking has reduced significantly. This is in part due to the wide variety of outlets the campaign operates in, attempting to reach as many individuals as possible. Applaud the efforts of the Truth campaign and their widespread success in the decline of young people smoking.
The campaign’s most recent efforts include a music video that aired during the Grammys and featured several well-known celebrities. In reference to Tinder, one of the most successful dating apps among young people, the campaign used #LeftSwipeDat to reach a target audience. The idea is that swiping left on an electronic device is saying no to tobacco and deeming it unattractive, much like the apps interactive feature in which one can swipe left to “pass” on a potential match or right to “like” the match.
In the last two decades, the percentage of young people smoking has dropped drastically, and the Truth campaign has proven to be a huge part of recent success. The campaign includes commercials that depict rather grotesque, yet real, accounts of the harm of prolonged tobacco use. Missing teeth, deteriorating skin, and several body bags to indicate the number of lives lost to tobacco everyday are just a few of their excellent marketing techniques.
The Truth campaign has used plenty of proven facts to demonstrate the negative effects of tobacco, as well as showing they are not afraid to shock young people in order to introduce them to a healthier lifestyle. Applaud the Truth campaign in its ongoing efforts to convey the negative effects of tobacco and educate youth everywhere.
Dear Ms. Koval,
The campaign’s continued efforts to encourage young people to say no to tobacco by educating them on the risks has been highly successful. The campaign has shown its commitment to ending tobacco use by practicing prevention and using several social media outlets to target youth. Percentages of young people using tobacco, as well as attitudes toward tobacco use, have changed dramatically over the years. A huge part of this success is the campaign’s marketing techniques and use of facts. I applaud your efforts, and hope you continue to further impact the lives of young people in a positive way.
Many commercials released by the Truth campaign have made a huge impact on viewers by presenting well-known facts in a manner that evokes emotion and calls for a drastic change. This trend marks a revolution in educating young people, demonstrating the success of abandoning outdated methods of tobacco prevention. Teens everywhere are not just reading about the harm of tobacco prevention in textbooks, they’re seeing it on their television and smart phones. Thus far, this technique has been highly successful. I applaud your ongoing efforts to influence the decline of tobacco use among young people.
[Your Name Here]
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