OHIO KICKS OFF ANTI-SMOKING CAMPAIGN

4-Year, $50 Million Effort Directed at Youths

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CINCINNATI (AdAge.com) -- An Ohio anti-smoking group Friday breaks the first youth-oriented ads from Northlich, Cincinnati, in a $50 million four-year effort funded by tobacco litigation settlement funds.

The youth-oriented campaign, titled "Stand," from the Ohio Tobacco Use Prevention and Control Foundation urges Ohioans to take a stand against tobacco.

Each of three TV ads in the initial flight ends with an open hand with the word "stand" written across the palm. The image also will be incorporated into logos for print ads and her elements of the campaign, which also includes interactive ads and community-based activities.

A press conference

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is planned for Thursday featuring Ohio Attorney General Betty Montgomery in Toledo, the city identified by the U.S. Centers for Disease Control as having the highest smoking rate in the country.

The youth-oriented ads include a testimonial from a teen girl in a room filling with smoke as she describes her personal decision not to smoke; a day in the life of a student, who, despite being surrounded by smokers, joins peers in an effort to spread the anti-tobacco message; and a vignette of youths in a school hallway spreading the anti-tobacco message.

A first wave of adult-focused TV ads began in January, to be followed by a second flight in March, along with a print campaign directed at African-American publications. A transit and billboard campaign follows in April.

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