When advocacy group The American Legacy Foundation wanted to change young minds about smoking, they deployed the edgy, creative campaign the truth. Using in-your-face honesty (or what some call hyperbole), the campaign went straight for the gut. But piling up thousands of body bags outside a big tobacco office was just the beginning. Now in its tenth year, the campaign continues to persuade with a no-punches-pulled approach — one that by 2002 had saved over 100,000 lives. More...