American Legacy Foundation

Can 72andSunny Convince Brands That Good Works Will Drive Sales?

72andSunny is launching a new brand citizenship practice that aims to tie good works to marketers' bottom-line results. Nonprofit veteran Jim Moriarty is heading the effort after serving nearly 10 years as chief of the San Clemente, Calif.-based Surfrider Foundation, which he helped build into the largest nonprofit devoted to coastal protection.

American Legacy Shifts Its Media Business to a New Shop

Assembly is the new agency that plans and buys media for the American Legacy Foundation, whose media spending totals $50 million annually. The assignment includes both traditional and digital media responsibilities. Assembly, a unit of MDC Partners, inherited the account from WPP Group's MediaCom, which had worked with American Legacy for less than a year.

Legacy Launches New Anti-Smoking Ads Targeted to Teens

Viewers who tuned into the VMAs saw an ambitious new anti-smoking ad campaign launched by the American Legacy Foundation. The “Finish It” commercial is part of the Legacy’s ongoing “Truth” campaign, which started in 2000 and is credited with stopping 450,000 teens from lighting up.

Ad of the Day: Legacy

Attention smokers. You're not just destroying yourselves. You might also be destroying the planet.

Ex-smokers are awkward, dangerous people

I don't really understand where these new "Become an ex" anti-smoking spots (from American Legacy, the NATC, the Ad Council and GSD&M Idea City) are coming from. The premise seems […]

Big Tobacco ad interviewer meets his match

I'd grown weary of American Legacy's fake-job-interview "Truth" spots from Arnold, but the latest iteration, this Web-only clip called "Nostradamus," ranks among the campaign's best. The phony Big Cig exec […]

Smokers are weirdos in BecomeAnEx spots

Although its youth-targeted "Truth" anti-smoking ads are better known, American Legacy also has an "Ex" initiative, designed to convert adults who smoke into ex-smokers. GSD&M Idea City has a couple […]

American Legacy smokes out new acronym

Arnold's latest "Truth" entry for the American Legacy Foundation reprises the "mock job interview" theme launched a few weeks ago, this time focusing on big business' love affair with acronyms. […]

Mob rules in latest ‘Truth’ anti-smoking ads

Does the American Legacy Foundation still exist? Does it still do those "Truth" anti-smoking ads? Does anybody care anymore? Unfortunately, it appears the answer to all three questions is yes, […]