The hard-hitting “Truth” campaign was one of the most successful anti-smoking initiatives in history. The focus of the “truth” campaign is to prevent young people from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide whether to adjust their priorities and focus on what they call “the other side of the equation” – already addicted adult smokers to quit promoting smoking. However, the only way to do this by resources away from the “truth” … Read more »

The hard-hitting “Truth” campaign was one of the most successful anti-smoking initiatives in history. The focus of the “truth” campaign is to prevent young people from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide whether to adjust their priorities and focus on what they call “the other side of the equation” – already addicted adult smokers to quit promoting smoking. However, the only way to do this by resources away from the “truth” campaign, a campaign that they know works. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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Youngme Moon
Source: Harvard Business School
28 pages.
Release date: 06 October 2003. Prod #: 504014-HCC-ENG
American Legacy: Beyond the Truth Campaign HBR case solution