Message From The President Dear Colleague, Last month R.J. Reynolds announced a new brand of cigarettes targeted toward women called "Camel No. 9". With a name evoking the cache of Chanel No. 5, and with hot pink, teal and black coloring on the product's packaging, it is clear the company is looking to appeal to younger female smokers. It is unfortunate that this type of marketing is not new to the tobacco industry. For years the industry has been targeting women, marketing cigarettes as everything from a weight loss tool—such as American Tobacco's 1920 campaign "Reach for a Lucky instead of a sweet;"—to a symbol of female empowerment, such as Philip Morris's Virginia Slims campaign in the 1970s with its feminist appeal tagline "You've come a long way baby." Read Article ...    truth® Goes to the Movies Movie Theaters Across the Nation to Run truth® Youth Smoking Prevention Ads Moviegoers can expect to receive smoking awareness messages as theatres across the country will be showcasing spots from the highly effective truth® campaign before films. truth® is airing before films throughout February and March in the nation's largest theater chains, including AMC Entertainment, Inc., Cinemark USA, Inc., Regal Entertainment Group and Lowes. The ads began running in January. More than 17,606 screens in 50 states will feature the truth® spot Singing Cowboy in an effort to counter the effects of smoking depictions in movies. Research has proven that on-screen smoking images are a significant motivator for youth nationwide to smoke. Read Article ...    Second Phase of EXSM Campaign Launches The second phase of the EXSM program has launched in two of the four pilot cities where EX is being evaluated (San Antonio, Texas and Grand Rapids, Mich.) While the first phase of advertising was intended to drive smokers to call the 1-800-QUIT NOW number or visit the BecomeAnEx.org Web site, the second phase of the program aims to get smokers to better understand their addiction (why they smoke) and see the changes they will have to make in their lives in order to be smoke-free. In San Antonio, a Spanish-language version of one of the spots will air in addition to the English versions. The new strategy, dubbed "Re-Learn" features a humorous take on people adjusting to their lives as non-smokers. People are shown approaching everyday activities as if they had never experienced them before. One spot features a woman who cannot figure out how to start her car, one features a man who has trouble drinking a cup of coffee, and the other features a man who wakes up in the morning and is unable to do things such as dress himself, shower or eat breakfast. Read Article ...    Sharing our Knowledge Since its inception in 1998, the American Legacy Foundation® has sought ways to address the health effects of tobacco use, especially among populations disproportionately affected by the toll of tobacco. The foundation will release a series of publications focusing on its major grant programs, highlighting replicable, sustainable projects that have been implemented with Legacy funds. The first report, entitled Listening to the Frontline in Cessation: Voices of Legacy Grantees, highlights the foundation's commitment to supporting cessation and illustrates how organizations funded by the foundation are helping to change the landscape of public health education through their cessation work. Through its grant-making initiatives, the foundation has awarded funds to community-based organizations, public agencies, institutions of higher education, and tribes across the country. Disseminating the learnings that resulted from these grant efforts is one vehicle through which the foundation achieves its mission of building a world where young people reject tobacco and anyone can quit. Read Article ...    Legacy Honors Individuals and Organizations for Their Lifesaving Efforts to Fight Tobacco Use The American Legacy Foundation® hosted its annual fundraising event on March 12 at the Pierre Hotel in New York City. Each year, the event seeks to shine a spotlight on individuals and groups who have made extraordinary efforts supporting the foundation's mission: to build a world where young people reject tobacco and anyone can quit. Read Article ...