Black History Month recognizes and honors a people who have contributed a great deal to U.S. society. As part of its commitment to this community, Legacy continues its work to increase awareness about the tobacco toll among this population.Research shows almost 20 percent of the adult population smokes; while tobacco industry documents reveal that the industry deliberately targeted African Americans through tailored marketing tactics. More recently, heavily marketed menthol cigarettes are a popular product among African-Americans and have yet to be banned by the FDA [Legacy's Menthol Statement]. Legacy continues to reach out to the African American population and monitor emerging trends and product usage within this group, such as the use of little cigars. Moreover, Legacy remains committed to working with innovative programs at the local level to expose industry tactics and provide the proper tools, training and resources needed to effectively create awareness about the harmful use of tobacco.

NASCAR driver Carl Edwards is teaming up with the EX^® quit smoking campaign to encourage NASCAR fans and others to live healthier lives by re-learning their lives without cigarettes. Edwards, ten years into his racing career and a fan favorite on the racing circuit, has won two NASCAR-sanctioned track championships, three Rookie-of-the-Year honors, and more than 75 feature wins.    

According to research from Simmons Market Research, NASCAR fans smoke at rates 33 percent higher than other adults. "After seeing family and friends struggle to quit smoking, I encourage my fans and all Americans who smoke to 're-learn life without cigarettes' with EX," said Edwards. "I find that physical and mental preparation plus support from my family and friends are key to being a NASCAR champion. In the same way, EX helps people prepare themselves to quit smoking, and it connects them to an online community of supporters that stands behind them as they work to beat their addiction." The EX Web site (www.BecomeAnEX.org) currently features Edwards in a series of exclusive behind-the-scenes video clips and offers free, personalized e-cards for quitters to share.  

This month, Legacy and the Advertising Council launched a new partnership aimed to help more smokers struggling to quit learn about the resources of EX. The new public service campaign provides extended visibility for EX and includes television and radio spots, poster placement, giveaways and social media efforts. These new components will enhance and supplement the current campaign, which includes the innovative EX Web site (www.BecomeAnEX.org) and an iPhone application to be released in the spring. The campaign helps smokers identify the "triggers" that make them want to smoke and ultimately help them re-learn their lives without cigarettes. The approach is empathetic to smokers, giving smokers a sense of hope that, while the quitting process is never easy, it's much more manageable with the right approach and the proper support. GSD&M Idea City created the new PSAs, which will air in donated advertising time and space beginning in March and running through August 2010.

Click here to read more about the partnership.

Partnership Links:

Campaign Overview

Smoking Cessation | My Ad Council