MoJo Must Reads


_
Only losers smoke in Florida

Mar. 7, 2000

The state of Florida has cut teen smoking by as much as 54 percent, thanks to a series of The-Man-wants-you-to-smoke themed ads. The ads, which portray teen smokers as tobacco industry dupes, apparently did the near-impossible by making smoking less cool among middle and high school students.

Impressed, the deep-pocketed Legacy Foundation, a national anti-smoking group, copied Florida’s strategy with its own don’t-be-a-pawn-of-capitalism spots. The foundation ran into a snafu, though, when tobacco lawyers reminded it of a clause in its charter that bans it from vilifying tobacco companies or executives. One ad the tobacconiks deemed particularly offensive showed a woman with a suitcase labeled “lie detector” being kicked out of an anonymous tobacco company’s offices. The Legacy Foundation decided not to run the ad following tobacco industry objections. Now, anti-smoking activists are stumped — how can they make smoking uncool without a bad guy?

Read the CHRISTIAN SCIENCE MONITOR story here.

KS

FACT:

Mother Jones was founded as a nonprofit in 1976 because we knew corporations and the wealthy wouldn't fund the type of hard-hitting journalism we set out to do.

Today, reader support makes up about two-thirds of our budget, allows us to dig deep on stories that matter, and lets us keep our reporting free for everyone. If you value what you get from Mother Jones, please join us with a tax-deductible donation today so we can keep on doing the type of journalism 2018 demands.