Legacy Takes On Smoking ‘Epidemic’

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

“Epidemic” features teens running an “Epidemic Suppression Unit” on a city street and shows them handing out surgical masks with the words “50,000 people die each year from second-hand smoke,” printed on each mask. The spot will air on Fox, MTV and UPN, among others.

“The campaign digs a little deeper into the situation and exemplifies how real people and their families have been impacted by using tobacco products,” said Dr. Cheryl Healton, president and CEO of the American Legacy Foundation.

“Epidemic” is the latest in a series of spots that will roll out through the end of the year. “Survey,” “Replacement Smokers” and “Coroner” first aired in January.

The client spent nearly $70 million on advertising last year, per Nielsen Monitor-Plus.