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Youth

Montana Teens Take on Tobacco Industry with Award-Winning Ad Campaign

Strategic Insights

— 1 min read

Montana teens, part of the reACT Core Team, have been leading the charge against the tobacco industry through the reACT Against Corporate Tobacco program. Working with marketing professionals from The Arnold Agency, they created an award-winning ad campaign, "Nobody's Trophy," which exposes the tobacco industry's tactics of targeting teenagers. The campaign, part of the Montana Tobacco Use Prevention Program (MTUPP), includes TV, radio, billboard, and online components. The ad, featuring teen advocate Nik Wong, calls attention to the tobacco industry's marketing strategies and gives teens a voice to say "no" to being targeted.

Key Takeaways:

  • The reACT Against Corporate Tobacco program, led by Montana teens, received a Bronze Telly Award for their TV ad "Nobody's Trophy" as part of the Montana Tobacco Use Prevention Program (MTUPP).
  • The ad campaign highlights the tobacco industry's tactics of targeting teenagers and aims to give teens a voice to resist these marketing strategies.
  • The reACT Core Team, a group of teen advocates, worked with marketing professionals from The Arnold Agency to conceive and execute the ad campaign.
  • The tobacco industry has been convicted of racketeering in federal district court for targeting children under 21 in highly sophisticated marketing schemes.
  • The reACT Against Corporate Tobacco program's mission is to spread awareness that teens are being targeted by corporate tobacco companies and encourage teens to take action against it.
  • The Telly Awards, founded in 1978, receive over 13,000 entries annually and are considered one of the most sought-after awards in the industry.
  • The Montana Tobacco Use Prevention Program (MTUPP) aims to reduce deaths caused by tobacco addiction through educational media and awareness campaigns.

Statistics:

  • The tobacco industry is projected to go out of business unless they addict teens to replace adults who die from smoking (Source: Internal Documents of the Tobacco Industry).
  • 13,000 entries are received by the Telly Awards annually (Source: The Telly Awards).
  • 4 years ago, the nation's major tobacco companies were convicted of racketeering in federal district court for targeting children under 21 in highly sophisticated marketing schemes (Source: Federal District Court).
  • The Telly Awards have been recognizing excellence in local, regional, and cable TV commercials since 1978 (Source: The Telly Awards).

Sources:

  • Federal District Court
  • The Telly Awards (1978)
  • Internal Documents of the Tobacco Industry
  • The Arnold Agency
  • reACT Against Corporate Tobacco program (Montana Tobacco Use Prevention Program)

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