Journal of health communication
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In 2000, the American Legacy Foundation (Legacy) launched truth, a national, multi-medium tobacco control social marketing campaign targeting youth age 12-17. This paper provides a brief description of one aspect of that campaign, the truth tour, and compares and contrasts the truth tour with commercial field marketing approaches used by the tobacco industry. ⋯ Social marketing campaigns that target youth may want to launch field marketing activities. The truth tour experience can inform the development of those efforts.