According to truth, “Big Tobacco’s products kill 137 people from secondhand smoke everyday and Big Tobacco’s products kill 1075 smokers every day.” So which is the ugliest truth? People vote at an on-site kiosk, or online if you aren’t in a city that has an outdoor display. The display featured large building graphics with 1,075 dead body silhouettes in orange on white background and 137 dead body silhouettes in white on an orange background. The graphics, by Arnold Worldwide, were a powerful visual representation of the dangers of smoking.
The Poop vs. Pee display featured a large stuffed dog with the caption “Methane is found in dog poop and is also in cigarette smoke.” The large stuffed cat had the caption “Urea is found in cat pee and is also in cigarettes.” When people vote for the ugliest truth, they are greeted with a nasty gift from the dog or cat, as illustrated by the video below.
Background on truth® from the Legacy website:
Launched in February 2000, truth® is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. truth exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking—allowing teens to make informed choices about tobacco use.
The campaign is designed to engage teens by exposing Big Tobacco’s marketing and manufacturing practices, as well as highlighting the toll of tobacco in relevant and innovative ways. truth is directed and funded by Legacy®, a national public health organization based in Washington, D.C. truth’s objective is to change social norms and reduce youth smoking. Recent data have shown that historic declines in youth smoking have stalled, making truth’s life-saving messages more important than ever. In its ?rst decade, truth has resonated with America’s youth as an iconic teen campaign. Research proves its ability to prevent teens from smoking and engender positive change around teens’ attitudes and behaviors toward smoking.