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Visit the truth.com or truth social media sites to learn more about the truth® tour riders, view videos, follow live tweets from the field, and register for free tickets
Visit the truth.com or truth social media sites to learn more about the truth® tour riders, view videos, follow live tweets from the field, and register for free tickets
Summer tour activities will tie into truth’s latest advertising campaign – “ugly truth”. An ugly truth leaderboard is featured in the truth zone. Users can use social media to vote for the fact they think is the ugliest truth.
Summer tour activities will tie into truth’s latest advertising campaign – “ugly truth”. An ugly truth leaderboard is featured in the truth zone. Users can use social media to vote for the fact they think is the ugliest truth.
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’
The truth® youth smoking prevention campaign tours the country this summer, educating teens about tobacco use. truth® “tour riders” appear at popular music, sports, and art-related events.
The truth® youth smoking prevention campaign tours the country this summer, educating teens about tobacco use. truth® “tour riders” appear at popular music, sports, and art-related events.

BY THE BEACH, THE SIDEWALK, AND THE CONCERT STAGE: truth® YOUTH SMOKING PREVENTION CAMPAIGN KICKS OFF 2013 ANNUAL SUMMER TOUR

Popular summer tour to travel to more than 30 states, offer new tour experiences

Washington, D.C.; June 14, 2013 – /PRNewswire/ – Video gamers, roller coaster riders, surfers and music lovers across the country will be able to experience the fun and educational messages of the nation’s largest youth smoking prevention campaign. truth® begins its 14th annual nationwide summer tour on Saturday, June 15 in Seattle with its first stop on the Vans Warped Tour. truth’s crew of young adult “tour riders” will interact with teens across the country – educating them about the marketing tactics of the tobacco industry and the health effects, addictiveness and social consequences of tobacco use.

As part of a larger tour, truth will visit more than 60 cities and 30 states this summer and fall. The tour will also make some new stops, visiting Oklahoma City, OK, and Huntington Beach, CA. New events will include the US Open of Surfing (Huntington Beach, CA); GM River Days Festival (Detroit, MI); the Major League Gaming Spring Championship (Anaheim, CA); and Vans House Parties (Brooklyn, NY).

Two crews of tour riders will travel from June through September – with one tour focused on music-related events, and the other on art, sporting, and gaming-related experiences – all common teenage passions. Iconic orange “truth trucks” will appear at most tour stops. Trucks are rigged with a DJ booth and sound system, iPads with truth’s latest mobile game (Graffiti Collective), a dance floor, and more. At select tour stops, live art at the truth zone will include artists producing creations inspired by different tobacco-related facts; zone visitors will be challenged to learn truth facts and share them through social media and artwork produced in the truth zone. Additional activities from games to DJ lessons to gear giveaways serve as shared experiences where tour riders can impart information about tobacco products, and give teens the knowledge needed to make informed choices about smoking.

In the United States, more than 88% of adult smokers start smoking by age 18. Each year, more than 400,000 Americans die from tobacco-related diseases. The truth campaign aims to keep young people from ever trying to smoke in the first place. Touring is a key part of the campaign’s strategy to speak directly to teens and young people who are most vulnerable to trying tobacco products.

“Last year, the truth tour reached more than one million teens and young people, using inspiring and engaging experiences as a way to share vital health information,” said Cheryl G. Healton, DrPH, president and CEO of Legacy®, the national public health foundation that directs and funds the truth campaign. “Our campaign reaches teens and young people on TV, online, and through unique partnerships. But we know from research and from feedback we get every year on tour, that the one-on-one, personal experiences and interactions teens have in our zone and with our dynamic crew of tour riders leave lasting, important impressions.”

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 will appear at:

The truth.com and online

For the summer 2013 tour, ‘virtual tour experiences’ will be shared throughout truth’s network of social media properties.

truth Tour Zone and Riders 2013

Art, stunt performance, photography, social media and social activism are just some of the passions of this year’s class of dynamic truth tour riders. At each tour stop, tour riders function as ‘masters of ceremonies’ for a very active tour zone. Activities in the zone are all designed to draw teens near the truth truck and keep them engaged, providing an entrée for one-on-one conversations and interactions for tobacco-related facts and messaging. In the zone, crew members hold karaoke challenges, fashion shows and dance contests; play trivia games; and distribute truth “gear” – fashionable and trendy items reflecting tobacco messages. This year’s gear will include t-shirts, tattoos, smartphone cases, and skateboard decks. Zone visitors can also play truth’s latest mobile game “Graffiti Collective.”

Three-time tour rider Russel Sliwinski, from Milwaukee, WI, says he grew up with a family of smokers and he has seen how smoking impacts the health of several loved ones. “I had a ton of positive experiences when I used to visit the truth zone as a young person. Being a tour rider allows me to change lives and have fun doing it. I want to pass on good information to the next generation and share with them a cause I’m extremely passionate about.”

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

2013 Music Tour Riders
2013 Gaming/Sporting/Arts Tour

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 2013 program, Arnold Worldwide (Boston) is responsible for the design of the truth zone and the summer truth gear, Escalate (New York) provides transportation and Vivid (Atlanta) provides asset support.

BACKGROUND ON THE truth CAMPAIGN

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.

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