TITLE

Cast wide net

PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article comments on the National Tobacco Control Foundation and its tobacco settlement money for anti-smoking education programs in the U.S. Considering it will have $1.45 billion in tobacco settlement money at its disposal, the foundation will be at the center of a social marketing experiment in the country. The anti-smoking and public health community can claim its own experts, based on ad programs they run in a handful of states. And there are reports where research indicates anti-tobacco ads may be helping drive down youth smoking rates. The arguments about what communication approaches work or do not work, however, are going to be sharp and heated. The foundation's output will be a great test for advertising. For ad industry professionals concerned about smoking and kids, it is an opportunity to lend talent and advice to the public good--and to a group with funding available to test the best ideas.
ACCESSION #
1770884

 

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