The Truth Campaign Case Study

Since the beginning, the purpose of the truth Campaign was to prevent smoking in teenagers in the United States. In fact, “one of the first decisions the Legacy [Foundation] team made was to focus its initial efforts on preventing smoking among youth between the ages of 12 and 17” (Moon, 2005, p. 5). This target market was identified for several reasons, one of the most significant reasons being that this was one of the groups of the population that was experiencing an increase in smoking. According to the case study, “while smoking among adults had declined steadily since 1965, teen smoking had been on the rise since the early 1990s” (p. 5). With its sight set on focusing on teenagers, the American Legacy Foundation carried out multiple marketing objectives with the primary goal of preventing teen smoking in the United States. One of the biggest competitors of the truth campaign was “Big Tobacco” itself, which is an unofficial conglomerate group of tobacco companies, lobbyists, media bodies and politicians. In terms of the truth’s resources compared to Big …show more content…
According to the case study, “In 2001 alone, the major players in the tobacco industry—Philip Morris, R.J. Reynolds, and British American Tobacco—spent a combined $11.2 billion on marketing expenditures (i.e., more than $30 million per day)” (Moon, 2005, p. 3). As far as funding, the American Legacy Foundation will never match this, but it does mean that it might be worthwhile to reflect on the state of teen smoking today and how the campaign might be able to change and grow in order to address contemporary issues in teen smoking and position itself to be more available for funding or partnerships to help sustain smoking prevention campaign