On January 22nd, truth^® launched its latest advertising execution, called the 'Sunny Side of truth^®' The truth^® smoking prevention campaign educates teens about tobacco by exposing Big Tobacco's marketing practices, as well as highlighting the toll of tobacco use in relevant and innovative ways.

The Sunny Side 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 singing-and-dancing 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, and the tobacco industry continues to use questionable practices in promoting and marketing its products.

The "Sunny Side of truth^®" campaign will 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 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."

In the first campaign ad released, 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.

The ads were created through the efforts of some of the top professionals in the advertising and musical theater worlds. Music was written by David Yazbek, a Tony-nominated lyricist and composer best known for his work on top Broadway plays. 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.

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.