The truth® Campaign Partners with Best Buy @15 Exchange to Give Teens the Power to Direct Dollars to Support Non-Profits
Washington, DC; May 18, 2010 –Today, the truth campaign announced its participation in Best Buy’s @15 Exchange, which allows young people to decide to which non-profits Best Buy donates $250,000. The Best Buy initiative empowers teens to be the drivers of change by giving them the opportunity to direct a total of $1 million of the company’s charitable donations to non-profits through online activities and voting.
Kicking off in May 2010, truth plans to promote the program online with a dynamic presence on at15.com, which will engage young people with videos, photos and a viral toolkit to spread the message to other teens. The campaign will also have links to vote on truth pages on social networking sites such as Facebook, MySpace, MyYearbook, YouTube and Bebo. truth will also encourage young people to register on at15.com during its nationwide summer grassroots tour, which typically reaches more than 500,000 young people every summer. The voting period will run from mid- to end of July.
“The truth campaign is excited to be a part of the @15 Exchange and help put the power of giving in teens’ hands,” said Dr. Cheryl Healton, President and CEO of Legacy. “truth is also about empowering teenagers with knowledge about Big Tobacco and allowing them to make informed choices about smoking.”
The @15 Exchange was launched in January 2009 as an innovative component of Best Buy’s commitment to elevate the unique voices of teens as important players in public dialogue, one of the core values of the truth campaign.
To see truth on the @15 Exchange visit www.at15.com/points/big_give.
BACKGROUND ON THE truth® CAMPAIGN
truth, launched in February 2000, is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth allows teens to make informed choices about tobacco use by giving them the facts about the industry and its products. The campaign was created by Legacy and its partners, Arnold Worldwide of Boston (2000-present), and Crispin Porter + Bogusky of Miami (2000-2007).
Best Buy believes in the power of teens, and @15 is a platform to connect with them, give voice to their perspectives – including the energy and talents of Best Buy employees – to turn teens’ ideas into action and support their efforts to lead social change. Teens bring passion and enthusiasm to tackling tough issues. Through the @15 Fund, Best Buy puts the philanthropic power of @15 directly into the hands of teens. To learn more, visit www.at15.com.
Summary courtesy of Patricia McLaughlin of the American Legacy Foundation