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Effective Negative Media Advertising in Public Health

‘Negative Advertising’ is an effective way to influence behavioral changes among general public, but it has only been limitedly used in public health media campaigns. Nevertheless, as public health more and more focuses on non-transmissible disease prevention, negative advertising could be more extensively used. This analysis takes into consideration, a descriptive case from tobacco control. Taking into account internal tobacco industry documents, surveys and tentative data and taking into consideration socio-political reasons, it is described tobacco industry and public health research on the American Legacy Foundation’s ‘‘truth’’ campaign, a key example of effective use of negative advertising in the service of public health. The tobacco industry described that the most effective advertisements run by Legacy Foundations “truth’’ campaign have been negative advertisements.

Though the tobacco industry’s own study suggested that these negative ads acknowledged and effectively branded the cigarette as a harmful consumer product rather than focusing only on tobacco companies, some people accused Legacy of defaming it. Public health researchers have confirmed the effectiveness of the ‘‘truth’’ campaign in reducing smoking initiation. Research on political advocacy indicating the value of negative advertising has been only used rarely in the development of public health media campaigns, but negative advertising can easily communicate certain public health messages and assist to resist corporate disease promotion.

Negative advertisements created by ‘‘truth’’ were one of the most notable features of the campaign. One advertisement, titled ‘Body Bags’, became symbolic of engagement of the tobacco industry and was revealed to be the most effective of the ‘‘truth’’ ads. In it, a group of teenagers pulled up outside

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