Return to Transcripts main page

CNN Live At Daybreak

Are Anti-Smoking Ads Working?

Aired May 30, 2002 - 06:17   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: You might have seen the Truth Campaign on TV. It's aimed at preventing kids and teens from smoking. The American Legacy Foundation claims the ads are working as intended, but one leading cigarette maker is not so sure.

CNN's Elaine Quijano takes a look.

(BEGIN VIDEOTAPE)

ELAINE QUIJANO, CNN CORRESPONDENT (voice-over): They are edgy, in your face and firmly anti-smoking.

UNIDENTIFIED MALE: Do you know how many people tobacco kills every day?

QUIJANO: These ads by the American Legacy Foundation are part of the group's National Truth Campaign designed to prevent kids and teenagers from lighting up.

UNIDENTIFIED MALE: You know what, we're going to leave this here for you so you can see what 1,200 people actually look like.

QUIJANO: Now the foundation says a study it commissioned shows the Truth Campaign is hitting its mark.

(on camera): Researchers surveyed more than 17,000 young people between the ages of 12 and 24. Their conclusion, that the Truth Campaign made 12 to 17-year-olds' attitudes towards tobacco more negative.

UNIDENTIFIED FEMALE: And Truth has been especially good at reaching kids who most need to hear its messages.

QUIJANO (voice-over): But researchers also criticized Philip Morris' latest youth smoking prevention ads.

UNIDENTIFIED MALE: You don't have to smoke to be different.

QUIJANO: The foundation and other anti-tobacco groups call the ads counterproductive, preachy and ineffective.

WILLIAM CORR, CAMPAIGN FOR TOBACCO FREE KIDS: The industry's anti-smoking ads and youth prevention programs are designed not to reduce youth smoking. QUIJANO: But Philip Morris officials insist their own research doesn't support that view.

HOWARD WILLARD, PHILIP MORRIS, U.S.A.: We are confident that our youth smoking prevention advertising clearly conveys that not smoking is the right decision for kids to make.

QUIJANO: Philip Morris officials say they'll review the foundation's report and would like to meet with researchers to discuss their findings. But foundation officials say if the company is serious about stopping youth smoking, it should pull its ads all together.

Elaine Quijano, CNN, Washington.

(END VIDEOTAPE)

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com