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More Movies to Include Anti-Smoking PSAs to Protect Children's Health
Date:7/11/2008

P.H., President and CEO of the foundation. "We believe more can, and must, be done by the industry. The most important way to reduce youth exposure to smoking in movies is take it completely out of youth-rated films."

(Read about the Smoke Free Movies Policies at http://www.americanlegacy.org/70.aspx.)

Rigorous evaluation shows that truth(R) was responsible for 22 percent of the overall decline in smoking rates in the campaign's first two years (2000-2002) and 300,000 fewer smokers in 2002. The campaign is stronger than ever, creatively reaching youth in innovative ways that we never would have imagined 10 years ago. It engages youth through television, print and online ads, social media all over the Internet, and now movies through DVDs and theaters.

While we in public health and tobacco control have seen positive progress in our collective efforts to end the tobacco epidemic, a recent report from the Centers for Disease Control and Prevention shows us that, although youth smoking is currently at the lowest level in the past 30 years, the recent substantial declines seen between 1997-2003 leveled off between 2003-2007. To beat the number one preventable cause of death we will have to use every tool in our arsenal - including community level tobacco control programs and science-based counter-advertising mass media campaigns like truth(R), and PSAs in movies, among other things.

The American Legacy Foundation(R) is dedicated to building a world where young people reject tobacco and anyone can quit. Located in Washington, D.C., the foundation develops programs that address the health effects of tobacco use, especially among vulnerable populations disproportionately affected by the toll of tobacco, through grants, technical assistance and training, partnerships, youth activism, and counter-marketing and grassroots marketing campaigns. The foundation's programs include truth(R)
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SOURCE American Legacy Foundation
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