Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign

J Public Health Manag Pract. 2000 May;6(3):1-6. doi: 10.1097/00124784-200006030-00003.


The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.

MeSH terms

  • Adolescent
  • Advertising*
  • Attitude to Health*
  • Florida / epidemiology
  • Health Education / methods*
  • Health Knowledge, Attitudes, Practice
  • Humans
  • Marketing of Health Services / methods*
  • Mass Media*
  • Program Evaluation
  • Smoking / epidemiology
  • Smoking Prevention*
  • Surveys and Questionnaires
  • Tobacco Industry*
  • Truth Disclosure*