HEALTH

Truth Initiative launches summertime anti-smoking road show

BY Michael Johnsen

 

WASHINGTON – A crew of truth "tour riders" are hitting the road to connect with more than one million young people on the Vans Warped Tour and inspire them to be the generation that ends tobacco use for good. Truth is one of the nation's longest running and most successful youth smoking prevention campaigns.

"For 16 years we've had the truth tour help us bring our brand to life," said Eric Asche, chief marketing officer at Truth Initiative, the organization that funds and directs the truth campaign. "Our tour riders are aspirational people who create experiences that live beyond the concert; they embody this generation and inspire others to end smoking in a relatable and more importantly real way."

The riders will arm youth with facts about tobacco and inspire them to use their creativity and social influence to become a generation of tobacco "finishers."

Teen cigarette smoking rates are down to a historic low of 7%, compared to 23% in 2000. But more progress needs to be made as use of other tobacco products like e-cigarettes and hookah continues to rise. Truth created the "Finish It" campaign to empower teens to make their generation the one that ends smoking by giving them the facts about tobacco, sharing progress in the fight against the smoking epidemic and empowering teens to use their creativity to make the fight against Big Tobacco their own.

Since August 2014, the campaign has generated more than 445 million interactions.

"I used to be a smoker until I learned what it was doing to my body," said Alex Heberlein, a truth tour rider from Liberty, Ill. "My own experience drove me to apply to be a truth rider and while on the truth tour this summer, I'm looking forward to connecting with other young people like myself to share some of the surprising facts about tobacco and give them the information they need to make an informed decision about smoking."

The 2016 truth tour will include stops on the Vans Warped Tour. The full schedule for the tour is available at:  thetruth.com/events.

Tour stops feature the iconic orange "truth truck" which is rigged with a DJ booth and dance floor creating a truth "zone" offering games, music, contests and giveaways, including t-shirts, hats, socks and skateboard decks.
 

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Moberg Pharma to acquire 3 U.S. OTC brands from Prestige Brands

BY Gina Acosta

STOCKHOLM — Moberg Pharma has signed an agreement to acquire U.S. OTC brands New Skin, Fiber Choice and PediaCare from Prestige Brands, Inc.

The purchase price is $40 million and the acquired brands will be sold through Moberg’s current OTC channel in the U.S, primarily in drugstores such as CVS, Walgreens and Rite Aid and in mass retailers such as Walmart and Target.

According to Moberg, New Skin is the main profitability contributor in the acquired portfolio and is well aligned with Moberg’s strategic focus on topical dermatology. New Skin is the #1 OTC liquid bandage brand in the U.S. It is an antiseptic that kills germs and dries rapidly to form a clear protective cover.

In addition to New Skin, the acquired portfolio also contains two mature brands, Fiber Choice and PediaCare. Fiber Choice is focusing on digestive health with a compelling lineup of product options for daily fiber supplementation. PediaCare has a strong equity amongst moms based on highly effective products for children, primarily within cough cold and analgesics segments.

“This acquisition is in line with our strategy to add critical mass to Moberg’s U.S. operations as well as a leading topical brand to our core dermatology franchise. This transaction is an excellent use of the proceeds from the bond loan issue earlier this year and the funds released in the recent divestment of non-core brands to Strides Pharma Inc.,” said Peter Wolpert, CEO of Moberg Pharma AB.

 

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Consumers preferring Pedialyte electrolytes

BY Richard Monks

COLUMBUS, Ohio — When it comes to ready-to-drink baby electrolytes, consumers continue to show a clear preference for Abbott Nutrition’s Pedialyte line. The category’s best-selling brand, Pedialyte accounted for nearly $6 of every $10 spent in the category during the 12 months ended May 15, according to IRI. That market share is a slight increase over a year earlier and is mainly due to the growing popularity of Pedialyte Advanced Care. IRI data shows that sales of the product increased 34.6% over the period, far outpacing the 11.1% gain for the overall electrolytes segment.

(Click here to view the full OTC Category Review.)

Designed to promote quick fluid and electrolyte absorption, while a child is sick, Pedialyte Advanced Care contains about half the sugar and more sodium and potassium than sports drinks. In addition, it is formulated with prebiotics to help promote digestive health. Abbott offers Pedialyte Advanced Care in four flavors — blue raspberry, cherry punch, strawberry lemonade and tropical fruit.

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