Legacy Celebrates Decade of Prevention, Seeks Funds to Continue

The American Legacy Foundation is marking 10 years of warning youths about the dangers of smoking but is seeking new funding as its initial endowment runs out, Adweek reported April 12.

Legacy’s “truth” campaign was funded as part of the 1998 Master Settlement Agreement between the states and the tobacco industry. But that money is dwindling, and the group has had to cut its advertising buys by half. In 2000, Legacy spent $109 million on measured media ads; last year, it spent $32 million. The group has moved away from network TV ads to cable, social networking, and other online outlets.

“The ’Truth’ campaign doesn’t reach as many young people as [it once did],” said Legacy CEO Cheryl Healton. “We used to do a campaign every quarter, now we’re lucky if we do two a year.”

The group is now seeking federal funding to continue its mission.