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Today Show and American Legacy Foundation(R) Team Up to Help Smokers Call it Quits
Date:1/29/2009

own language and change the way they approach quitting; research initiatives exploring the causes, consequences and approaches to reducing tobacco use; and a nationally-renowned program of outreach to priority populations. The American Legacy 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. Visit http://www.americanlegacy.org.

EX(R) is a new public health campaign presented by the National Alliance for Tobacco Cessation, a collaboration of the nation's leading public health organizations and 16 states. The campaign will build smokers confidence in quitting smoking and guide them to useful resources that foster successful quit attempts. EX is the culmination of several years of research and testing, combining an understanding of the power of nicotine addiction with messages that resonate with and motivate smokers toward behavior change. The EX approach is peer to peer and focuses on re-learning life without cigarettes, targeting the activities that prompt smokers to light up at the same times every day. The campaign, which began airing nationwide on March 31, 2008 includes television, radio, online, out-of-home advertising and a state-of-the-art, interactive Web site (www.BecomeAnEX.org) with tips and tools for quitting including personalized quit plans, and a virtual community where smokers can share stories and strategies about their experiences quitting. Founding members of the NATC include the American Cancer Society, the American Heart Association, the National Cancer Institute, the American Legacy Foundation
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SOURCE American Legacy Foundation
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