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A decade after debuting a spot in which teens dumped 1,200 body bags in front of an unnamed tobacco company to demonstrate how many people are killed daily by cigarette smoking, the renowned “Truth” campaign faces a new obstacle: dwindling resources.
“The ‘Truth’ campaign doesn’t reach as many young people as [it once did],” says Cheryl Healton, president and CEO of the American Legacy Foundation, which oversees the ads. “We used to do a campaign every quarter, now we’re lucky if we do two a year.”