American Legacy Foundation rebrands, launches new site

WASHINGTON — After 15 years of developing anti-smoking campaigns under its “truth” banner, the American Legacy Foundation on Tuesday adopted the new moniker Truth Initiative and with a new tagline: “Inspiring Tobacco-Free Lives.”

 

It also unveiled a new website built for the new brand at truthinitiative.org.

 

“Our organization will always be the legacy of the states and territories that waged a bold and contentious legal battle with ‘Big Tobacco,’’ Robin Koval American Legacy Foundation CEO and president said. “We chose Truth Initiative because it connects us to our proven-effective social change campaign while telling a broader story about our work inspiring tobacco-free lives. The tobacco epidemic is not over, and our new identity reflects the urgency and relevance of the work being done at Truth Initiative.”

 

Youth and young adult cigarette use has reached historic lows, which is a major victory, but according to Truth Initiative, tobacco-related illnesses remain the leading preventable cause of death in the U.S. According to the U.S. Surgeon General 5.6 million Americans under the age of 18 today are at risk of tobacco-related disease and premature death. The new name is part of the organization's push to make today's youth a tobacco-free generation. 

 

“To achieve a tobacco-free future, we need thought leaders and policy makers across all sectors and we need the public we serve — smokers and nonsmokers alike – to understand who we are, what we do, and how we can work together,” Tom Miller, Iowa's attorney general and chairman of Truth Initiative’s independent board of directors. "Truth Initiative tells everyone we are extending the legacy of the truth campaign and points to all that we are doing to end the tobacco epidemic."

 

Truth Initiative partnered with design consultancy Siegel+Gale to develop a new name, logo and tagline over the course of a year of research and planning. The new website, truthinitiative.org, was designed by the New York-based web strategy and design firm Code and Theory.

 

"Our new brand and website connect truth and the tobacco-control research and health equity interventions that are all part of how we speak, seek and spread the truth about tobacco," said Koval.

 

The name change comes one year after the organization re-launched the truth campaign with Finish It — a multi-year creative push to engage members of Generation Z to use their creativity and social influence to end tobacco use. The latest ads, released in August, speak the truth about the dangers of social smoking and alternative tobacco products such as hookah and little cigars and cigarillos.