The national truth program recently launched the new "Worth More" campaign, which includes an ad scheduled to run during the 60th Grammy Awards on Sunday, January 28. The campaign focuses on the fact that seventy-two percent of smokers are from low income communities, and highlights that the population's higher rates are no coincidence.
The campaign's featured ad, "Struggling Communities", follows popular music artists Jon Pardi and Imagine Dragons singer Dan Reynolds (as well as U.S. teens) talking about tobacco industry practices that are designed to hook the most vulnerable Americans.