LEGACY TEAMS WITH DIGITAL ARTISTS TO SPREAD truth® ABOUT YOUTH SMOKING PREVENTION WITH TOP HOLLYWOOD TALENT

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Updated: July 1, 2010
Truth

[Digital Artists] — Legacy, the national public health foundation that directs and funds the truth? youth smoking prevention campaign, today announces a partnership with Digital Artists (DA), an independent talent-powered studio, to further propel its life-saving messages against teen tobacco use through high-quality digital content produced by today?s leading creative artists.

After 10 years of developing powerful anti-tobacco campaigns, including the iconic television ad ?Singing Cowboy? featuring a man with a hole in his throat, Legacy aims to leverage its relationship with DA to pair its educational images and messages with top filmmakers, musicians, athletes and artists. Personalities actively working with DA include top soccer star Cristiano Ronaldo, Morgan Spurlock (Super Size Me), the Farrelly Brothers (There?s Something About Mary, Dumb and Dumber) and others.

?We consider this new partnership to be an investment in the future of the truth? campaign,? said Cheryl G. Healton, Doctor of Public Health, president and CEO of Legacy. ?We have seen the power these campaigns have in reaching teens and are eager to work with top-level partners at the nexus of the entertainment industry to further pioneer cross-platform, cause-based content integrations.?

Beyond the 30 and 60-second spots and robust online and content integration efforts thus far that have been critical to the campaign?s success, new digital content will include short and long-form video, documentary-style features, content integrations, mobile applications, games and new forms of experimental media.

?Legacy?s truth? campaign has dynamically used content to expose the realities of the tobacco industry to young audiences,? says Adam Shaw, CEO, DA. ?We?re excited to create strong and resonant messages around the truth? campaign with our network of influential talent.?

truth? is the first cause-related brand to partner with DA. Creative Artists Agency brokered the deal with Legacy on behalf of its client, DA. Arnold Worldwide of Boston will continue as the foundation?s longtime agency of record to produce truth? advertising creative.

About Digital Artists:

Digital Artists is an independent, talent-powered studio that partners with leading creative artists and brands to produce original digital entertainment for all screens. Co-founded by Chief Executive Officer Adam Shaw and Chief Creative Officer William Kendall, Digital Artists? talent includes top content creators and personalities in film, television, music, sports and new media, including Cristiano Ronaldo, Morgan Spurlock and the Farrelly Brothers.

About truth?

truth?, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth? allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products.

LegacySM 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, a 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; research initiatives exploring the causes, consequences and approaches to reducing tobacco use; and a nationally-renowned program of outreach to priority populations. 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. Visit www.americanlegacy.org.

Legacy is equipped with a VideoLink ReadyCam? television studio system, providing you with faster, easier access to the nation?s leading tobacco prevention and cessation experts. From this in-house broadcast studio, Legacy can offer immediate access to its experts to comment on breaking news, new research publications, or any news related to youth smoking prevention, adult quit smoking programs, or any issue related to smoking. The studio is connected directly to the Vyvx fiber network and is always available for live or pre-taped interviews. To arrange an interview using the ReadyCam, please contact Julia Cartwright at 202-454-559

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