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In This Issue October 2012
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Message from the President
As we approach November and Lung Cancer Awareness Month, it serves as a time to remember loved ones lost to tobacco-related disease.
MyLegacyStory gives people a chance to do so on a website where they can share those stories or start pledge pages honoring family or friends in support of Legacy's mission. It features stories like that of Gabrielle Markand, who lost her mother to lung cancer on April 5, 2004.  Her mother, like manyothers who battle this disease, was a smoker. Research tells us that 90 percent of lung cancer cases can be attributed to tobacco products, and contrary to popular belief, lung cancer is the leading cancer killer among women.
Please take a moment to read Gabrielle's story then, share your own.
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Young People Tuning in to YouTube for Little Cigars Promotions
Research finds the world's most popular video-sharing website, YouTube, is becoming a popular meeting place for sharing information about newer tobacco products. Some youth may have the perception that little cigars and cigarillos (LCCs) are less harmful products than traditional cigarettes, but LCCs can be just as deadly as cigarettes. A new study from Legacy is the first to look at how these products are being depicted online, in a venue that already reaches billions of people across the globe. LCCs - as they are known - have become an emerging and controversial issue in tobacco control, as these products are very similar to cigarettes, but with candy-flavors and low prices appealing to young people.
Researchers examined and characterized the most viewed and relevant LCC-related YouTube videos. Videos were retrieved by using seven common LCC search terms. Researchers found an overwhelming majority of the videos analyzed (77%) promoted the use of LCCs, with the remainder mostly neutral (19%). Additionally, several main themes around LCCs emerged, including:
- where to purchase LCCs
- the variety of candy flavors
- the "smoothness" of LCC products
- the fact that LCCs are cheap, or cheaper than cigarettes.
The promotional activities of the tobacco industry were evident as some video participants reported receiving free products, with supplied links directing viewers right back to the tobacco manufacturers. Researchers say the messages embedded in the videos have the potential to influence young smokers.
For more details, read the release and Legacy fact sheet on little cigars and cigarillos.
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Lights, Camera and Music: truth® Campaign Launches First-Ever College Music Tour
This fall, truth traveled to five universities across the East Coast and South for its first-ever on-campus tour, called truthlive. The tour offered college students a chance to participate in free on-campus activities, earn free truth gear, and attend a concert with top performers Cobra Starship and Outasight. DJJDayz, a longtime truth tour DJ on the Vans Warped Tour, also played an opening set and kept attendees entertained between the two headlining acts. The tour began at Pennsylvania State University (Penn State) on October 3 and continued on to the Universities of Maryland, Virginia, and Tennessee, finally concluded at Clemson University in South Carolina on October 11.
truthlive aimed to inform college students of the dangers of smoking in a fun and interactive way. The iconic orange truth truck and truth tour "riders" helped create an on-campus tour experience that focused on fun, but with a serious message. The truthlive experience included:
- "Photo opp" stations where students could take pictures with "creatures" reflecting tobacco-related facts. Moveable, "bubble" magnets featuring common phrases allowed the students to create their own customized captions and photos, which were later e-mailed to them as a memento of the experience .
- "Green Screen" - Students could take their photos in front of a digital green screen that revealed truth creative assets. Photos were then reviewed and uploaded to students' Facebook walls.
- Video Jockey session - On a big screen onstage, a mix of visual assets from the truth campaign (ads, online creative, photos, etc), morphed together with music and laser lights to highlight the campaign through a dynamic visual experience.
Read more about the tour here. |
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Supporting Longer, Healthier Lives on Capitol Hill
Over the past several years, Legacy has been proud to be selected by the U.S. Senate Office of Education and Training to participate in the U.S. Senate's Annual Health Fair. This two-day event provides a chance for Senate staffers and support personnel to improve their health and learn more about healthy lifestyles. Contributing organizations provide information on various health services, conduct preventative health screenings such as cholesterol tests and bone density examinations, and encourage attendees to explore any health concerns with local doctors, clinics, and hospitals.
Legacy was privileged to be the only smoking cessation-related organization at the event. Foundation staff distributed information about the Become an EX program and local tobacco cessation resources, and engaged in meaningful, one-on-one discussions with individuals interested in quitting smoking or assisting a family member or loved one who wants to quit. Since coffee is often a trigger for smoking - as highlighted by the EX program - attendees were encouraged to grab a cup of coffee as they looked over information. The audience at the Legacy booth ranged from smokers to those who wanted to help relatives and loved ones quit smoking, to curious individuals who simply wanted to know more about the work Legacy does. Approximately 1,600 Senate employees attended the fair, and Legacy was able to provide a unique and valuable service to the Senate community.
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Charitable Giving Made Easy: Support Legacy with a Gift of Stock
As a 501(c) (3) non-profit organization, Legacy greatly appreciates donations, including gifts of stock or securities. Many people like to make charitable gifts of appreciated stock or securities as it allows them to make larger gifts than they may ordinarily be able to do with cash, while also providing an attractive income tax deduction.
Your donation will help Legacy build a world where young people reject tobacco and anyone can quit and provide you with the satisfaction of knowing that you made a real difference in our important work.
For further information or to make a transfer, please call our Chief Financial Officer, Anthony O'Toole at 202-454-5557.
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