Case Study

In Florida, Tackling Teen Tobacco Use With the Truth If you heard that the "Truth Train" was coming through your town, chances are you might guess it had more to do with evangelism than with PR. But you'd be mistaken, at least in Florida where a 13-stop train tour became one of the motivators in the state's war against tobacco use by teenagers. The Nixon Group based in Miami is helping the state galvanize its antitobacco messages, taking on about $750,000 in projects for several clients. It has headed campaigns like the 10-day "Truth Train" tour that reached 8,000 teens from Pensacola to Miami last summer and corralled more than 75 million media impressions, including pieces on "Good Morning America," CNN and the "CBS Evening News." The train trip was a grassroots way of sparking antitobacco efforts among youth in Florida communities, and included the training of 600 teens as advocates who boarded the locomotive.

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