2010 marks the ten-year anniversary of the country's most successful youth smoking prevention campaign -- truth®. In the past decade, the truth campaign has kept hundreds of thousands of teens from smoking, protecting them from years of addiction and tobacco-related disease and saving countless lives.

"Looking back over the accomplishments of the truth campaign in the last decade reveals a host of milestones in the fight for a healthier America, by reducing the impact of tobacco on our teens," said Cheryl G. Healton, DrPH, President and CEO of Legacy. "truth has become an iconic part of teen popular culture by not compromising on the idea that teens appreciate being asked to make their own, informed decisions and not being told what to do. Of course, the way in which truth presents information has been, and will continue to be provocative because that is what teens most at risk of smoking respond to best."

"With truth, we knew that preaching to kids about not smoking wouldn't work," said Pete Favat, Chief Creative Officer at Arnold Worldwide, Legacy's advertising partner. "So we wanted to do something different. We set out to harness teenage rebellion and make an intangible thing like 'anti-smoking' into a tangible brand. To have youth communicate to other youth about the real, unfiltered facts involving cigarettes and the manipulative tobacco industry. Then kids could make up their own minds about smoking. It's been a lot of work and a great partnership over the years and it's been exciting to see how the campaign has evolved. But most importantly we're so proud of the way truth has been able to impact teenager's lives in such a positive and meaningful way."

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