The Response....
Dear Ms. Lacey,
Thank you for your comments regarding our latest truth® youth smoking prevention campaign commercial, "Stork." We value your interest and honest feedback. We were very sorry to hear about the premature birth of your baby.
We did not create "Stork" to trivialize the issue of premature births nor to imply that all premature births are due to smoking. Instead, the ad seeks to point out the outrageousness of tobacco industry behavior in relation to this issue.
Every truth® campaign ad is built around facts regarding the health and social consequences of tobacco use, or the marketing and business practices of the tobacco industry. The "Stork" ad is no different. The ad points out the callous attitude of one tobacco industry executive who, when reminded that smoking can cause low birth weight, suggested that ". . .some women would prefer smaller babies." We find the statement deplorable and inexcusable. In keeping with the style of the current campaign, the Sunny Side of truth®", music and animation are used to illuminate this fact further, all with the intent of educating young people 12-17 about the tobacco issue and the marketing tactics of the tobacco industry.
We understand that no family would ever want to go through the experience of a premature birth, nor would they want anyone else to go through it if it could be prevented. In no way are we trying to trivialize the issue of premature births, appear unsympathetic, or make light of the ordeal. Rather, we are trying to point out the outrageous and callous approach one tobacco industry executive took to this issue.
Before going to air, the "Stork" spot was shown to groups of teens for their reaction and feedback. Teens we talked to understood the connection we were seeking to make through this ad. Comments from teens that saw the ad included:
- "It's disgusting that tobacco companies would say mothers prefer underweight babies. There are birth defects that can happen with underweight babies."
- "They're (tobacco companies) saying 'go ahead and smoke and make your baby small.' It's just wrong. It's selfish."
- "It sounds like tobacco companies are trying to sell teacup puppies. Small babies are easier to carry? That's just wrong."
We do not create commercials with the intent to offend anyone. truth® ads use shock and dark humor because research has shown that in-your-face messaging is one of the best ways to effectively communicate with teens - especially "sensation-seeking" type teens who are most likely to smoke or engage in other risky behaviors. truth® has been effective: in the first two years of the campaign we were responsible for keeping 300,000 teens from starting to smoke. We were responsible for approximately 300,000 fewer teen smokers following the first two years of the campaign.
Thank you for taking the time to voice your concerns. We hope you understand why we take the approach we do.
Sincerely,
The American Legacy Foundation