Abstract Edge Creates American Legacy Site

NEW YORK The American Legacy Foundation has launched an activism site designed to empower youth to fight for healthier, smoke-free communities.

The site, StreeTheory.org, was conceived, designed and developed by Abstract Edge, which started working with the anti-tobacco organization in May 2002.

The New York-based independent interactive shop sought to create an edgy online atmosphere that incorporated youth-oriented devices, like a flip photo album and face sketches, to resonate with 16- to 22-year-olds. The site also looks to equip adults working in tobacco control with ideas and tools to work with the youth in their organizations.

Elements include articles that dispel myths about various aspects of tobacco and cigarettes, historical quotes, advertising and marketing ideas and message boards.

Spending was undisclosed. The client spent about $90 million on measured media in 2002, according to TNS Media Intelligence/CMR.

The Washington, D.C., client this week also launched its latest ad campaign from Havas’ Arnold in Boston and MDC Partners’ Crispin Porter + Bogusky in Miami. In one spot, a teen says, “Tobacco companies sell a product that kills their customers. … So every day they need to attract what one tobacco exec called, ‘replacement smokers.'” A young girl then says, “My dad died from emphysema from smoking six years ago. I haven’t found a replacement yet.”