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The study found that since 1998 the percentage of youth using tobacco in the past 30 days had declined by 7.4 percentage points (from 18.5% to 11.1%) in middle school and 4.8 percentage points (from 27.4% to 22.6%) in high school.1 In this volume of the journal, Sly and colleagues report the results of media tracking surveys conducted in Florida and other states, which demonstrate significant increases for Florida youth in confirmed awareness of the truth campaign's advertising, and significant positive change among Florida youth in anti-tobacco attitudes and tobacco use susceptibility, compared to other states.2 Truth, the unconventional counter-marketing effort which helped bring about these results, had its origin in the 1997 settlement between the tobacco industry and the state of Florida

This minimalist approach reflected a transitional stage in Marlboros history, as the company was in the process of repositioning its image

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