American Legacy: Beyond the Truth Campaign Harvard Case Solution & Analysis

Hard-hitting "Truth" campaign was one of the most successful anti-smoking initiatives in history. At the center of "The Truth" campaign is to convince young people from smoking. Sponsor of the campaign, the American Heritage Foundation, is currently trying to decide whether to adjust their priorities and focus on what she calls "the other side of the equation" - encouraging the already addicted adult smokers to quit. However, the only way to do it, diverting resources away from the "Truth" campaign, a campaign that they know works. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
on Youngme Moon Source: Harvard Business School 28 pages. Publication Date: 06 Oct 2003. Prod. #: 504014-HCC-ENG

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