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Patricia McLaughlin Legacy
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GRAB YOUR SKATEBOARD, GAMING CONSOLE, OR CONCERT TICKET: truth® YOUTH SMOKING PREVENTION CAMPAIGN KICKS OFF ANNUAL SUMMER TOUR

New tour experiences, new locations for popular summer tour

Washington, D.C.; June 11, 2012 /PRNewswire/ — Video gamers, roller coaster riders, skateboarders and music lovers across the country will be able to experience the fun and lifesaving messages of the nation’s largest youth smoking prevention campaign. truth will begin its 13th annual nationwide summer tour on Saturday, June 16 in Salt Lake City, with its first stop on the Vans Warped Tour.

Traveling throughout the United States this summer, the truth tour will hold more than 80 events, educating thousands of teens about tobacco use. The four month-long tour will eventually visit more than 60 cities and towns in 28 states.

truth’s crew of young adult “tour riders” will interact with teens across the country at local stops of popular summer music tours, gaming and sporting events – educating them about the marketing tactics of the tobacco industry and the health effects, addictiveness and social consequences of tobacco use.

Every year, the truth riders connect with more than 450,000 teens, allowing teens to experience the truth campaign first-hand. This year, tour riders and their signature orange “truth truck” will travel to some of the season’s hottest teen and young adult-oriented events. The tour will make some first-ever stops – in Little Rock, Ark.; Agawam, Mass.; Albuquerque, N.M.; and Saratoga, N.Y.

“Just this past March, the Surgeon General herself called for our nation to focus on the issue of youth smoking and finally solve this ongoing public health problem,” said Cheryl G. Healton, DrPH, president and CEO of Legacy®, the national public health foundation that directs and funds the truth campaign. “The summer tour serves as a vital part of our strategy to reach as many young people as we can and ‘inoculate’ them against using tobacco. Our dynamic tour riders, fun-filled activities, and fashionable gear handouts together make the truth zone a ‘non-stop party.’ But it’s a party and an ongoing conversation with teens that is saving lives. We welcome young people across the country to see us in action at stops in their community or follow us online at thetruth.com to get a ‘virtual tour experience.’”

The March 2012 Surgeon General’s Report – Preventing Tobacco Use Among Youth and Young Adults – detailed the scope of the youth tobacco problem in the United States and offered up solutions and proven strategies that keep teens from smoking. The truth campaign was cited several times in the report as an effective public health intervention in keeping teenagers from smoking.

Tour Events:

Music, gaming and sports are common passions for teens and young people. Tour stops this year will include popular events relating to these typical youth interests. This year’s crew of tour riders and two DJs will appear at:

The thetruth.com and online
For the summer 2012 tour, the truth website will continue to serve as a ‘virtual tour experience’.

truth Tour Zone and Riders 2012
A musician, a former college homecoming queen and a professional stuntman are just some of the dynamic tour riders selected to travel with truth this summer. Tour stops feature the distinctive orange truth truck and zone, which forms a natural gathering place. In the zone, crew members hold fashion shows and dance contests; teach DJ lessons through “Scratch Academy” (a group of DJs who school newcomers on the fundamentals of DJ’ing, scratching and mixing music); play games; and distribute truth “gear” – fashionable and trendy items reflecting tobacco messages. This year’s gear will include t-shirts, bracelets, skateboard decks and shorts. Zone visitors can also play “DoomGram,” an interactive experience that highlights tobacco facts and lets visitors record a video or photo as a memento of their zone visit. An online application replicating the zone experience will be hosted on Facebook.

The fun and engaging atmosphere in the zone makes it easier for truth tour riders to discuss tobacco issues in a non-preachy way. Jonathan Carrillo, a returning tour rider from Orlando, Fla., said he is excited about representing an important campaign he is passionate about. “I hope to bring knowledge to teens about the hazards of tobacco use and the lasting effect it can have on their lives and their futures. Many teens and young people simply do not see or still don’t know the long-term damage tobacco use causes. I’m here to enlighten them!”

This year’s truth tour riders and their hometowns include:

Tour Riders 2012:

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

Gabriel Fernandez

Downey, Calif.

Former Los Angeles County lifeguard and worked for a skateboard company

Kendra Larkin

Murrieta, Calif.

Launched fashion brands and produced runway shows as a fashion brand manager in New York City

Mimi Schirm

Los Angeles

Worked with a youth outreach program in Los Angeles

Russel Sliwinski, Jr.

Milwaukee

Graduate of the United Stuntmens Association stunt school

Lindsay Strong

Salt Lake City

Licensed skincare Master Esthetician and make-up artist

Gaming/Sporting Tour:

Tour Riders 2012:

Hometown:

Personal Detail:

Tennie Brown

San Diego

Licensed cosmetologist and aspiring writer

Andrea de Melo

Fall River, Mass

Fluent in Spanish and Portuguese

Phillip Gonzalez

Fontana, Calif.

Worked as an extra on TV shows, and as a tour manager and product specialist at trade shows

truth Background
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.

Tour Background
For the summer 2012 program, Arnold Worldwide/Boston is responsible for the design of the truth zone and the summer truth gear, and Mobile Media Enterprises of Atlanta provides transportation and asset support.

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 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.

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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
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
Visit thetruth.com and Facebook for a ‘virtual tour’ experience. Learn more about the truth® tour riders, view videos, follow live tweets from the field, and register for free tickets
Visit thetruth.com and Facebook for a ‘virtual tour’ experience. Learn more about the truth® tour riders, view videos, follow live tweets from the field, and register for free tickets
The big orange truth® truck is the home base for the tour riders, with games, giveaways, contests, and fun taking place in the truth® ‘zone’
The big orange truth® truck is the home base for the tour riders, with games, giveaways, contests, and fun taking place in the truth® ‘zone’

Related Documents

Youth and Tobacco Use
truth® Campaign Fact Sheet

Related Links

www.thetruth.com
www.legacyforhealth.org



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