"Progress" is Made from Coast to Coast as Millennials Warn Big Tobacco They'll Finish It

WASHINGTON, Nov. 10, 2014 /PRNewswire-USNewswire/ -- In response to remarkable progress being made in the fight to end the tobacco epidemic, the nation's largest youth smoking prevention campaign, truth, releases today the latest evolution of their Finish It campaign. Underscoring major declines in youth smoking in the State of Florida, one commercial highlights reductions from 15.7% in 2005 to 7.5% in 2014, the lowest youth smoking rates ever recorded there. The ad challenges, "If the state that is known for spring break and partying until 6 a.m." can make such dramatic gains, other states can surely follow their lead.

The second ad applauds CVS Health for making the groundbreaking move in September to eliminate tobacco sales from their stores, choosing to place public health ahead of corporate profit.  Similarly, truth calls on the four remaining national pharmacy chains to follow their lead.  

Finish it is working to enlist this generation of young people to be the generation that finally ends smoking for good. Since its launch the campaign has engaged millions of youth online via YouTube, Facebook and Twitter, reflecting the momentum of the movement. The newest spots, to be featured both online and on television, will show how this youth-led revolution to end tobacco use is quickly moving across America.

"This campaign is about putting the power to save lives in the hands of this generation, rallying an army of "Finishers" who will make ending the tobacco epidemic a fight of their own," said Robin Koval, CEO and President of Legacy, the national public health foundation that directs and funds truth. "As a result of their power and creativity so much progress has already been made. We hope to inspire others to carry this torch until the percentage of teen smokers' moves closer and closer to zero."

"It is very important for youth to be engaged in tobacco issues because they are the future," said Vincent Irving, Legacy Youth Fellow and former Florida S.W.A.T member. "Youth are powerful change agents and are one of the main reasons the smoking rate continues to decline in our state. I truly believe we can Finish It not only in Florida but across the country."

"These new truth ads show that we know how to make the next generation tobacco-free," said Matthew L. Myers, President of the Campaign for Tobacco-Free Kids.  "Every state can be like Florida in reducing youth smoking rates to record lows.  America's retailers can help them achieve it by joining CVS in ending the sale of tobacco products – the number one cause of preventable death."

The "Progress Reports" are the first of eight commercials to run nationally which will demonstrate the significant strides that have already been made around the country in the goal to kick-start further reductions in youth smoking.                                          

"We hope this generation continues to feel empowered in the fight against tobacco use," said Eric Asche, Chief Marketing Officer, Legacy. "This is their fight. truth celebrates 'Finishers' on a national stage, while calling out others who could and should be helping to Finish It."

The Finish It campaign was created by Legacy and its creative agency of record: 72andSunny.

ABOUT truth
truth® is the largest national youth smoking prevention campaign. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth gives teens facts and information about the tobacco industry and its products, allowing them to make their own informed choices about tobacco use. Research-proven as an effective public health intervention, the campaign is credited with keeping hundreds of thousands of teens from starting to smoke. To learn more, visit www.thetruth.com. truth is directed and funded by Legacy, a national public health foundation located in Washington, D.C. Legacy was created as a result of the November 1998 Master Settlement Agreement (MSA) reached between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about Legacy's life-saving programs, visit www.LegacyForHealth.org.

ABOUT LEGACY
Legacy envisions an America where tobacco is a thing of the past, where all youth and young adults reject tobacco use. Legacy's proven-effective and nationally recognized public education programs include truth®, the national youth smoking prevention campaign that has been cited as contributing to significant declines in youth smoking; EX®, an innovative public health program designed to speak to smokers in their own language and change the way they approach quitting; and research initiatives exploring the causes, consequences and approaches to reducing tobacco use. Legacy also develops programs to address the health effects of tobacco use – with a focus on priority populations disproportionately affected by the toll of tobacco – through alliances, youth activism, training and technical assistance. Located in Washington, D.C., the foundation was created as a result of the November 1998 Master Settlement Agreement (MSA) reached between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about Legacy's life-saving programs, visit www.LegacyForHealth.org.

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SOURCE Legacy

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