The Truth campaign is the largest nationwide anti-tobacco education program. The campaign is designed to expose the tobacco company’s marketing and manufacturing strategies, as well as highlighting the toll of tobacco in relevant and innovative ways. After the executives at Philip Morris Companies decided to change their company name to Altria, Truth decided that they needed to find a more innovative way to convince Americans that tobacco is a harmful substance.
Now Philip Morris USA publicly released their concerns that the American Legacy Foundation's anti-smoking ad campaign and Web site violate "the spirit" of the agreement that funds them. Philip Morris USA is hinting its billion-dollar payments toward the effort may be in jeopardy unless major changes are made.
The commercials are getting so intense that they have been rejected by CBS and Fox Networks. This is one of their most innovative commercials entitled “Shards O’ Glass” which debuted during the Super Bowl XXXVII.
I think that in this squabble the Truth Campaign comes out looking like the good person while the Tobacco Companies come out looking like bad guys. Philip Morrison must send a message that these commercials are not hurting sales but their direct attacks are unseeingly, especially if they are being funded by a Tobacco Company. Moreover, a good tactful compromise would be to instead of censoring the truth commercials, they can only be seen during certain hours or certain events.
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