Stars Become Unwitting Tobacco Spokespeople

June Javelosa – Fourth Estate Cooperative Contributor

Hollywood, CA, United States (4E) – Rihanna, Kristen Stewart, Lana del Rey, Emma Roberts, Orlando Bloom, Lindsay Lohan, Chris Brown, Robert Pattinson are some of Hollywood’s most notable names in music and film. As of last Sunday, they’re all also recognized as unpaid tobacco spokespersons.

Premiered during the airing of the recently concluded MTV Video Music Awards, the 30 second spot became one of the most memorable moments of the evening. The campaign was part of a Truth campaign spearheaded by the American Legacy Foundation.

The clip, which featured several paparazzi captured images of celebrities smoking alludes to how their personal choices play a big part in marketing the deadly habit to consumers, particularly the youth.

“We’re fans, and we’re trying to remind people that you can use all that influence you have for good and to think about [it],” says Robin Koval, CEO of the company, American Legacy Foundation, who supports the Truth campaign.

The spot ends with the call to action #FinishIt, which brings viewers the opportunity to explore conversations regarding this social issue on social media.

The Truth Campaign, according to their website is meant to “…arm everyone – smokers and non-smokers – with the tools to make change.” Using their Twitter account, Truth has also publicly called out several celebrities regarding smoking and encourages them to quit smoking, or at least avoid smoking in public.

The campaign is supported by the American Legacy Foundation, who shares their goal of reducing teen smoking from 9 percent to zero.

You can view the spot here: https://www.youtube.com/watch?v=uTj4I9WUggw

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