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truth Advertising Campaign, Shards O' Glass, Takes Home Emmy 

Awarded for Most Outstanding National Public Service Announcement
Jump to full article: American Legacy Foundation, 2005-10-25

Intro:

truth®, the national youth smoking prevention campaign created by the American Legacy Foundation®, won the Emmy in the National Public Service Announcement (PSA) category at The National Television Academy’s Public and Community Service awards ceremony in New York City on Friday, October 21st. The spot was selected over five other nominees, including entries from the Kaiser Family Foundation/BET, two from the American Red Cross/Hill Holiday, and two from Nickelodeon/MTV. The EMMY awards honor television professionals for programming that advances the common good.

Debuting on January 20, 2004, Shards O’ Glass was created specifically for Super Bowl XXXVIII and asked the American public to “Imagine if all companies sold products like tobacco.” Shards O’ Glass is a fictitious company that manufactures a dangerous product – a product that is analogous to cigarettes. The spot presented information intended to educate the American public and to empower them to make informed decisions about tobacco use and tobacco industry tactics.

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