The American Legacy Foundation is launching an all-ages musical interlude this summer for its anti-tobacco brand truth at small venues as an offshoot of its Vans Warped Tour sponsorship. To keep butts out of teens' mouths, the latest tactic puts butts in seats at free concerts with minimal subliminal messaging about the perils of Pall Malls et al. The first truth's Live Playlist gig, held June 24 at Los Angeles' Knitting Factory, was a private concert for about 1,000 teens featuring headliner Escape The Fate (whose 2006 debut album was titled "Dying is Your Latest Fashion.") Sing it Loud, I Set My Friends On Fire and The Blackouts also appeared on the bill. Teens got tix by signing up at www.thetruth.com. The Hollywood event featured games with truth tchotchke prizes, a fashion show and cig-inspired art installations dubbed Weapons of Mass Destruction. On one club wall, a petition collected signatures to rechristen Lung Cancer more literally as "Big Tobacco Disease" (See picture above.) Marketing agency The Ad*itive also helped with the effort. Truth has been kickin' the nicotine habit for a decade with Arnold (originally the work was shared by the Boston-based agency and Crispin Porter + Bogusky, Miami). Finding new ways to drive the anti-smoking message to youth in economical, unexpected ways is a continual challenge after 10 years of groundbreaking guerrilla efforts. "The moment you become stagnant is the moment you become irrelevant," said Tahir Moore, truth marketer for the event and the Warped Tour.
—Posted by Becky Ebenkamp