US Anti-Smoking Effort Goes Back to School

More than 80% of adult smokers in the U.S. tried smoking by age 18, up to 90% by age 20, so the truth, the largest American youth smoking prevention campaign (and the only national campaign not directed by the tobacco industry) is launching truthlive this week, kicking off a series of five free concerts featuring musicians Cobra Starship and Outasight at East Coast and southern universities in a bid to stop the next generation of tobacco addicts.

“truth’s success stems from offering facts and information about tobacco use and tobacco industry marketing practices in channels and through media that are relevant with teens and young people – then allowing them to spread the message themselves with their peers and friend groups,” stated Cheryl G. Healton, DrPH, president and CEO of Legacy, the national public health foundation that directs and funds the truth campaign. 

Using music as a ‘passion point’ to connect with students, on-campus activities feature the iconic orange truth truck and truth tour riders, young adults armed with games, interactive activities, dancing, contests and mucho swag, educating their peers on the truth about smoking.

Launched in 2000, the inaugural truthlive tour partnered with several creative agencies including Arnold Worldwide, Escalate and Viva La Rock. This year’s tour begins October 3 with a concert at Pennsylvania State University campus in State College and concludes October 11 at Clemson University in South Carolina.

Updates are at @truthorange on Twitter, via the Twitter hashtag #truthlive, as well as on Facebook.com/truthorange. All concerts are free — and smoke-free, of course.