truth® Continues to Present Baffling Q's and A's in Documentary-Style Campaign truth® Wonders "What's Up" With the Tobacco Industry Obscuring the Facts About Smoking truth®, the American Legacy Foundation®'s national youth smoking prevention campaign, continues to capture real people's reactions to the marketing tactics of the tobacco industry in the second phase of its truth® documentary campaign. Called "documentary" for the style in which the ads are shot, the television advertisements feature one correspondent and a camera crew investigating the absurdity behind some ideas from Big Tobacco. The first phase of the truth® documentary campaign launched in May 2006 and was on the air through October. In the "Puppet" spot, the roving correspondent dresses up in a full size, brightly colored, plush puppet costume and hits the streets of New York City to demonstrate that children are more attracted to puppets that adults. In 1979, a tobacco company supplied its product to be featured in the G-rated film The Muppet Movie, even after a tobacco executive had said he would avoid advertising directed to young people. "This campaign seeks to highlight the absurdities of tobacco industry marketing. The truth® campaign's success stems from its ability to consistently reach teens in their own language, and that's exactly what we do with our new campaign — speak to teens in their own vernacular," said Cheryl Healton Dr. P.H., president and CEO of the American Legacy Foundation®. "After the first phase of the documentary campaign, we found that more than 80% of teens we polled said the ads grabbed their attention. Given that teens today are ever-more resistant to advertising, and especially unforgiving of inauthentic messages, these are very strong results and we wanted to carry the campaign forward." truth® documentary will be supported with a comprehensive Internet presence and through print ads. The print ads use graffiti art elements, and follow the documentary theme by encouraging youth to ask questions. These ads, called Polonium 210, Two-Faced and Plant, reveal: Polonium 210, the same radioactive element used to allegedly murder a Russian spy, is also found in cigarette smoke. While tobacco companies' Web sites encourage people to quit smoking, a 2006 court decision found that tobacco companies manipulate nicotine levels to keep smokers addicted. One tobacco company biologically engineered tobacco plants that have twice their normal level of nicotine. The truth® Web site (www.thetruth.com and www.whudafxup.com) will feature a whole new design with new interactive elements, including: A video section that allows users to stream current truth® TV spots A tobacco clipboard that allows users to access facts about tobacco — facts that they can then e-mail to friends Posters featuring stencils from graphic artist Eelus, as well as posters of current truth® print ads Unique branded "widgets" for MySpace that allows users to customize their MySpace experience. A video featuring a "behind the scenes" look at graphic artist Eelus in action at a truth® print shoot. In addition, the site will feature an "Arsenal" section that allows users to: stream memorable truth® spots from past campaigns. access actual tobacco industry documents download posters of prior truth® campaign print ads play games