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NEW YORK The American Legacy Foundation is launching a new “Truth” anti-smoking campaign next week that asks real people if they “have what it takes” to be tobacco executives.
The effort, created by Havas’ Arnold in Boston, puts actual job seekers in hidden-camera interview situations where they are asked how they would handle the pressures of tobacco-industry decision-making.
The push kicks off with TV spots breaking June 1 and includes a cinema spot, Web films, print, interactive ads and a Web site that extends the interview concept with quizzes teens can take and share.
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