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August 11, 2014

Anti-Smoking Group's New Teen Campaign Plays Down Rebellion

After years of public-service campaigns aimed at getting teenagers to see how tobacco companies were manipulating them, a new round of advertising by a major anti-smoking foundation strikes a less defiant note, The New York Times writes.

Legacy, which grew out of the 1998 settlement between tobacco firms and state attorneys general, launches a new commercial Monday that highlights the decline in the teen smoking rate from 23 percent to 9 percent since 2000 and urges today's youths to be "the generation that ends smoking," persuading peers not to take up the habit.

The "Finish It" campaign contrasts sharply with Legacy's first campaign in 2000, titled "Truth," which showed young people dumping body bags at the New York headquarters of Philip Morris to represent smoking-related deaths. Glenn Cole, chief creative officer of ad firm 72andSunny, which designed the new effort, said teens today are more drawn to taking positive action than protesting.