truthlive logo

Truth logo

LIGHTS, CAMERA AND MUSIC: truth® CAMPAIGN LAUNCHES FIRST-EVER COLLEGE MUSIC TOUR

Cobra Starship, Outasight headline campus outreach effort

Washington, D.C.; September 24, 2012 /PRNewswire/ — Messages from the nation’s largest youth smoking prevention campaign will “sing out” at five East Coast and southern universities this fall, as truth® launches its first-ever on-campus tour. The effort – called truthlive – will include free concerts featuring top musicians Cobra Starship and Outasight and on-campus activities featuring the truth truck and truth tour riders – all supported with advertising and promotions, gear and social media.

In the United States, more than 80 percent of adult smokers tried smoking by age 18 – and more than 90 percent tried it by age 20. Having a presence on college campuses provides an opportunity for truth’s smoking prevention message to reach teens and young people who may be experimenting with smoking, thinking about it, or seeing people in their peer group smoke.

truth’s success stems from offering facts and information about tobacco use and tobacco industry marketing practices in channels and through media that are relevant with teens and young people – then allowing them to spread the message themselves with their peers and friend groups,” said Cheryl G. Healton, DrPH, president and CEO of Legacy®, the national public health foundation that directs and funds the truth campaign. “truth’s presence in an educational setting will still take that approach – connecting with young people through one of their common ‘passion points’ – music – as a way to subtly integrate truth’s important messages into the experience.”

The tour will begin Wednesday, October 3, with a concert at the main Pennsylvania State University campus in State College, and conclude on Thursday, October 11 at Clemson University in South Carolina. Each college tour stop will feature several elements. On the day of the events themselves, truth’s presence will include:

Once inside the concert venue the truthlive experience will include:

All of the truth-related elements will lead up to the big moment – when Cobra Starship and Outasight take the stage to offer students a memorable, free experience. Cobra Starship first “met” truth during the 2008 summer Vans Warped Tour, when the band was a featured musician on tour and the truth crew and truck appeared as part of Vans’ all-day festival of activities. That summer, Cobra Starship appeared in truth-related videos that appeared online at thetruth.com and on FUEL TV and in a fuel.tv podcast.

“We are absolutely thrilled to have top-notch musicians – popular with the college crowd – taking part in this effort,” said Nicole Dorrler, Assistant Vice President of Marketing at Legacy. “Cobra Starship and Outasight are exemplary artists for our inaugural tour, and we look forward to giving college students a memorable concert and experience. After more than a decade of touring with established music tours like the Vans Warped Tour, we know music-related events resonate with teens and young people and we know this unique truth touring experience will as well.”

Other tour-related activities will include:

Bands’ Background:

Cobra Starship
Having recently released its fourth studio album, Night Shades, Cobra Starship has been praised for their ability to meld tongue-in-cheek lyrics with their own irresistible pop songcraft. The band drew immediate attention for its breakout hit "Bring It (Snakes on a Plane)," which propelled them to a #1 debut on Billboard‘s New Artists chart. The band’s third album, Hot Mess, featured the platinum smash "Good Girls Go Bad" (featuring Leighton Meester) while Night Shades garnered, "You Make Me Feel" breaking into the Top 10 on the Billboard Hot 100 and receiving a 2X Platinum certification from the RIAA.

Outasight
Outasight is Yonkers, N.Y., native Richard Andrew. Prior to working as a musician, Andrew used to deliver food to the Pepsi compound in Purchase, N.Y. Years later, Pepsi used his first single, "Tonight Is The Night" in their biggest television ad campaign of the last decade. " Tonight Is The Night " went on to become a platinum hit. Rolling Stone magazine recently selected Outasight as one of its "New Faces of 2012." Andrew is also a blogger/contributor to Details Magazine.

truthlive Concert dates and locations:

DATE

LOCATION

ARENA

ADDRESS

Wednesday,
October 3

Pennsylvania State University

Bryce Jordan Center

127 University Park, State College, PA

Thursday,
October 4

University of Virginia

John Paul Jones Arena

295 Massie Road, Charlottesville, VA

Friday,
October 5

University of Maryland

Comcast Center

2001 Paint Branch Drive
College Park, MD  

Saturday,
October 6

University of Tennessee

Thompson-Boling Arena

1600 Phillip Fulmer Way
Knoxville, TN

Thursday,
October 11

Clemson University

Littlejohn Coliseum

1 Avenue of Champions
Clemson, SC

 

College Tour Riders:

Hometown:

Personal Detail:

Jonathan Carrillo

Orlando, Fla.

Signed a recording contract as the lead singer of the band A Cover Story

Jocelyn Cruz

Amherst, Ohio

Graduate of University of Toledo; former university Homecoming Queen

Andrea de Melo

Fall River, Mass.

Three-time tour rider; fluent in Spanish and Portuguese

Gabriel Fernandez

Downey, Calif.

Former Los Angeles County lifeguard and worked for a skateboard company

Russel Sliwinski, Jr.

Milwaukee

Graduate of the United Stuntmen’s Association stunt school

Lindsay Strong

Salt Lake City

Licensed skincare Master Esthetician and make-up artist

DJ Jay Dayz

New York City

Longtime truth tour DJ

Tour Background

For the inaugural truthlive college tour, Legacy and the truth campaign worked in partnership with several creative agencies. Arnold Worldwide, Legacy’s agency of record on the truth campaign, created the design of the truth zone, the truthlive experience, and the summer truth gear; New York City-based experiential + word of mouth marketing agency Escalate implemented and provided overall support for the truthlive experience; Los Angeles-based marketing and creative agency Viva La Rock provided talent sourcing and artist relations.

BACKGROUND ON THE truth CAMPAIGN

truth, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products.

truth is a multidimensional campaign, featuring not only grassroots outreach through summer tours but also advertising, websites and interactive elements, and events. A growing body of research has confirmed the efficacy of the truth campaign in changing teens’ attitudes and behaviors toward smoking. A study published in the May 2009 issue of the American Journal of Preventive Medicine (AJPM) found that truth was directly responsible for keeping 450,000 teens from starting to smoke during its first four years, from 2000 to 2004. A second paper in that same publication found that the campaign not only paid for itself in its first two years but also saved roughly $1.9 billion and possibly up to $5.4 billion in medical care costs to society.

truth® is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth gives teens facts and information about the tobacco industry and its products, allowing them to make their own informed choices about tobacco use. Research-proven as an effective public health intervention, the campaign is credited with keeping hundreds of thousands of teens from starting to smoke. To learn more, visit www.thetruth.com. truth is directed and funded by Legacy, a national public health foundation located in Washington, D.C. Legacy was created as a result of the November 1998 Master Settlement Agreement (MSA) reached between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about Legacy’s life-saving programs, visit www.LegacyForHealth.org.

Follow us on Twitter @truthPR.

###

Media Contact:

Patricia McLaughlin Legacy
202-454-5560
pmclaughlin@legacyforhealth.org

 

The truth® youth smoking prevention campaign tours the country this summer, educating teens about tobacco use. truth® “tour riders” appear at popular music and sports events
The truth® youth smoking prevention campaign tours the country this summer, educating teens about tobacco use. truth® “tour riders” appear at popular music and sports events
Cobra Starship
Cobra Starship

Related Links

www.thetruth.com
www.LegacyForHealth.org
www.vivalarock.net


Follow us on Twitter


Find us on Facebook