WASHINGTON: The American Legacy Foundation is developing a number of initiatives to build off its latest "Infect truth" campaign, launched in October 2006.Patricia McLaughlin, senior director of communications at the American Legacy Foundation, said the campaign will have a heavy online interactive component.
"Playing on the prevalence of digital media in teen's lives, ALF has boosted up its thetruth.com site and created new tools and gizmos to help teens spread the truth message themselves," she added.
Using the tagline of "Knowledge is contagious: infect truth," the campaign tries to show teens that once they are informed, they are "infected" and can therefore spread the knowledge to their friends about making smarter and safer decisions about tobacco use, McLaughlin said.
The "infections," as they are called, consist of downloads, mini-sites, TV spots, and tobacco fact-based messages called "quickies." Teens can download screensavers, desktop themes, do-it-yourself print tools, play games, and even send messages written in back hair at Hairy-Mail.com-all features designed to spread virally throughout the online teen community.
The ALF is also placing campaign materials on social networking sites like MySpace, Hi5, Bebo, Piczo, as well as Xanga, marking the campaign's first foray into the teenage social media scene.