More than 20 years ago, teen tobacco use in the United States was at an alarming rate with almost 35 percent of teenagers using tobacco. This statistic is particularly significant when you consider that 90 percent of adult smokers began smoking before turning 18.
To stem the tide, the Truth Campaign was launched, urging teens to reject tobacco products. The campaign began to make a difference, and over time, adjusted its messaging to resonate with each generation’s sensibilities.
Today, a new trend has emerged — e-cigarettes — and the Truth Campaign is responding to this escalating threat.