The campaign, which launches today, June 1, targets teens 12 to 17 years old and is part of an annual effort that aims to inform and educate teens about the tobacco industry and the dangers of smoking, said Patricia McLaughlin, assistant VP of communications at the Washington-based foundation.
Taking its cues from the TV spots, the Web site includes real videos asking job seekers if they would work for the tobacco industry, fact-based games, and polls for teens to figure out whether or not they would work for a tobacco company, McLaughlin said.
The foundation's Facebook, MySpace, Hi-5, Bebo, and Imeem sites were updated to match the revamped Web site.
The PR team also took a different approach to creating the press materials this year and will pitch media outlets in a resume and cover letter format, as well as in a traditional news release. Media relations is focused on teen publications and sites, such as Cosmo Girl, as well as legal and health reporters.
McLaughlin noted that the foundation has faced a “funding curve” in recent years, and by using creative tactics, it can raise attention while spending less money. The budget for the six-month effort is less than $50,000, she said.
The ad*itive, AOR for “Truth,” is providing support.