Floridaʼs “truth” Campaign: A Counter-Marketing, Anti-Tobacco Media Campaign

Abstract

The “truth” campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youthdriven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's “truth” campaign as a model that effectively places youth at the helm of antitobacco efforts.