Tob Control 2001;10:3-5 ( Spring )

Cover essay

The strategy behind Florida's "truth" campaign

Jeffrey J Hicks

Crispin, Porter & Bogusky, Miami, Florida, USA

Correspondence to: Mr Jeffrey Hicks, President/Partner, Crispin, Porter & Bogusky, Miami, Florida, USA jhicks@cpbmiami.com

The first 150 words of the full text of this article appear below.

	Introduction

Figure Removed (Available Only in the Full Text)

This past summer Florida's Department of Health released the findings of its annual statewide survey on youth tobacco use. The study found that since 1998 the percentage of youth using tobacco in the past 30 days had declined by 7.4 percentage points (from 18.5% to 11.1%) in middle school and 4.8 percentage points (from 27.4% to 22.6%) in high school.¹ In this volume of the journal, Sly and colleagues report the results of media tracking surveys conducted in Florida and other states, which demonstrate significant increases for Florida youth in confirmed awareness of the "truth" campaign's advertising, and significant positive change among Florida youth in anti-tobacco attitudes and tobacco use susceptibility, compared to other states.²

"Truth", the unconventional counter-marketing effort which helped bring about these results, had its origin in the 1997 settlement between the tobacco industry and the state of Florida. Understanding the importance of prevention, the legislature and the late governor, Lawton Chiles, . . . [Full text of this article]

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