Source: Adweek
According to several industry experts, big tobacco companies designed their court-mandated “corrective statements”—ads explaining the real dangers of smoking—to go unnoticed. That’s exactly why one Minnesota nonprofit set out to “correct” them.
Minnesotans for a Smoke-Free Generation (MSFG), in cooperation with its agency Haberman, launched a detailed campaign with videos for social and a full website, bigtobaccolied.com, to “rectify the omissions” in the corrective statements, which will be distributed throughout the year by big tobacco companies in the US.
“While Big Tobacco was court-ordered to tell the truth, they fought for years to get out of having to use certain phrases that would’ve made clear the depth of their deception,” said Emalie Wichmann, Haberman creative director. “So we further corrected Big Tobacco’s corrective statements.”
While big tobacco’s ads will run periodically on prime-time TV and in national newspapers until Nov. 2018, MSFG said it will continue to distribute its own version through spring of 2019, particularly on social media.
