'Truth' Is Getting Good Grades

Crispin Porter + Bogusky’s “Truth” anti-smoking campaign is making a big impression among Florida high school and middle school students, according to a new survey.

Researchers at Florida State University in Tallahassee report that 94 percent of 12- to 17- year-olds interviewed in the survey were aware of the Miami’s agency’s edgy campaign, now in its third year.

Nearly two-thirds of the more than 1,800 students polled claimed that the campaign’s television advertising, once decried by some skeptics, prompted a reevaluation of their perceptions about smoking.