Close Shaves in New American Legacy Effort

BOSTON The American Legacy Foundation today breaks the latest anti-smoking spot in the “Connect truth” campaign from Havas’ Arnold and MDC’s Crispin Porter + Bogusky.

“Hair” juxtaposes scenes of six young women getting their hair shaved off on a busy city street with a patient undergoing chemotherapy who says, “When I was diagnosed, I learned that cigarette smoke contains 11 chemical compounds that are known to cause cancer. Well, they work.”

As the women sit in barber chairs, people look on in surprise as their heads are shaved. One of the girls says, “Thanks to a product tobacco companies sell, the U.S. gets about 445 new lung cancer patients every day.”

“The ‘Truth’ campaign continues to empower America’s youth by giving them hard-hitting facts, which enable them to make an informed decision about tobacco use,” said Dr. Cheryl Healton, president and CEO of the American Legacy Foundation, Washington, D.C., in a statement. “The ‘Connect truth’ campaign digs a little deeper into the situation and exemplifies how real people and their families have been impacted by using tobacco products.”

All the shaved hair from the spot was donated to Locks of Love, a nonprofit organization that provides hairpieces to financially disadvantaged children suffering from long-term medical hair loss.

“Hair” is the latest in a series of spots that will roll out through the end of May. “Survey,” “Replacement Smokers,” “Coroner” and “Epidemic” began airing in January and February.

The new spot is airing on The WB, UPN and MTV, among other networks. The client spent about $80 million on ads in 2003, per Nielsen Monitor-Plus.