The persuasive power of truth

Abstract

"Usually in this column we review a movie or documentary that might interest the medical community. This time we make a slight departure and discuss an advertising campaign that has truly worked for the good of society. That cigarettes can kill is obvious. But the problem is that for a lot of young people who smoke that’s part of the draw. So eight years ago, when the American Legacy Foundation in Florida saw the scary rate at which youngsters were taking to smoking, they made a distress call to the hot shot ad agency Crispin Porter + Bogusky. What followed was path-breaking creativity that has practically changed the idiom of public service advertising