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Posts Tagged ‘Truth Campaign’

Al Gore Taps Agency Behind ‘Truth’ Campaign to Spread Awareness About Climate Change

Anyone who picked up a magazine or watched TV in the early 2000′s probably remembers the shocking images and hard-to-swallow facts of the anti-smoking ‘Truth‘ campaign. Ad spots like the ominously (and appropriately) titled “Body Bags” delivered statistics about the dangers of smoking without an ounce of sugar coating–and with a healthy dose of shock value. Even if you didn’t want to hear it, you were compelled to pay attention (especially when your loving daughter cut out the magazine ads and stuck them to your steering wheel…you’re welcome, Mom!).

Now, champion of all things green and climate-related Al Gore is hoping to elicit the same can’t-look-away public reaction when it comes to not-so-pretty facts about global warming. Gore’s Climate Reality Project has hired Arnold Worldwide, one of the agencies behind “Truth,” to raise awareness about the dangers of climate change and challenge the “fake science” and half-truths being circulated.

Arnold has answered the call to action by creating a website/social media tool called “Reality Drop,” which finds climate news from all over the Web and compares it with the most relevant science. Articles displayed in red are said to contain myths and denier-science, while those displayed in green contain evidence that climate change is an undeniable scientific fact. Visitors to the site are encouraged to share the green articles on Facebook and Twitter, and also to “drop some reality” on the red articles by posting comments containing copy-and-pasted scientific facts provided on the Reality Drop website.

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Judge Orders Tobacco Companies to Apologize, Pay for PSAs

MarlboroOn Tuesday a federal judge ruled that tobacco companies must spend their own money to fund a public awareness ad campaign in which they admit to intentionally and repeatedly deceiving the American people about the dangers of smoking.

While some of the campaign’s details have yet to be determined (i.e. how much it will cost and which media will publish it), the judge did require the companies to use five specific statements in their ads. The first: “A federal court has ruled that the defendant tobacco companies deliberately deceived the American public by falsely selling and advertising low tar and light cigarettes as less harmful than regular cigarettes”. Another particularly pointed statement simply reads: “Smoking kills, on average, 1,200 Americans. Every day”. There’s a line you never heard coming from the Marlboro Man’s mouth.

Ellen Vargyas of the American Legacy Foundation, which is known for its “Truth” anti-smoking campaign, said, “These statements do exactly what they should do. They’re clear, to the point, easy to understand, no legalese, no scientific jargon, just the facts”. Unsurprisingly, big tobacco’s representatives were less vocal about the ruling. Bryan Hatchell, spokesman for Reynolds American Inc. said, “We are reviewing the judge’s ruling and considering next steps”, while a Philip Morris USA rep simply said that the company would be studying the decision.

We’ll keep you posted as the story progresses; an appeal seems all but inevitable. For now, though, we can file this case under major, long-time-coming wins for transparency in advertising on behalf of a bombarded public.