Has This Anti-smoking Campaign Just Pissed Off a Few Celeb Lawyers?

72andSunny has just launched a campaign that's encouraging the youth of America to be the generation that ends tobacco use for good. 

Legacy - the national public health organisation that launched the proven-successful truth youth smoking prevention campaign in 2000 - just launched their latest truth campaign initiative -  Finish It. The campaign is a new grassroots call to rally teens to make the fight against tobacco use their own tangible cause, and accelerate the decline in teen smoking.

During Sunday night’s MTV Video Music Awards, they released the latest two spots in the campaign. Sure to be thought-provoking, the ads shine a light on the ‘free marketing’ Big Tobacco receives when smokers are photographed smoking cigarettes. Those images can then affect societal acceptance of and subsequent behaviour around smoking and using tobacco products. These latest ads will drive the conversation of Finish It forward and are designed to inspire and activate a new generation of young people around a clear, tangible and achievable goal that inspires them to participate and be the generation that ends smoking.

There’s no doubt that great strides have been made in the war against deceptive tobacco marketing. In the year 2000, 23% of teens smoked.  Today, that number is down to 9%. This is a huge win but the fight isn’t over and Big Tobacco hasn’t disappeared. They’ve adapted their tactics in ways to reach potential smokers and keep smoking behaviour normalised.