Anti-smoking ads from the American Legacy Foundation target teens in movie theatres this summer.
The latest flight of the “truth” campaign broke July 25 with the screening of 1200, in which 1,000 kids drop to the ground to illustrate how many smokers die daily. Crispin, Porter + Bogusky, Miami, handles.
The Washington, DC-based foundation comes to theatres to counteract smoking in films, since research shows that kids who see smoking in movies are more likely to start smoking themselves.
The foundation reviewed 216 films and found that 67% (and 14% of their trailers) show smoking. Fully 85% of R-rated movies have smoking, as do 64% of PG-13-rated movies and 37% of PG-rated movies, per the foundation.
Meanwhile, ALF continues its ongoing grassroots marketing with a summer tour reaching 45 cities. Teen crews travel with music tours Lollapalooza, Hot Import Nights, And 1 Mix Tape Tour and Vans Warped Tour to spread an anti-tobacco message.
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