Events include live music, a movie premiere, custom gear
giveaways, and robust online presence
WASHINGTON, March 8, 2012 /PRNewswire-USNewswire/ --
truth, the nation's largest youth smoking prevention
campaign, is teaming up with longtime partner and top youth brand
Vans to bring its iconic orange truth truck, truth
tour riders, and important life-saving messages to Austin, TX during South by Southwest (SXSW).
Over nine days, an on-site truth crew will meet with
festivalgoers, give out specialty gear, sponsor musical
performances, and share festival experiences through videos and
social media.
(Logo:
http://photos.prnewswire.com/prnh/20101101/DC86294LOGO)
The truth campaign is the nation's largest youth smoking
prevention campaign. It exposes the tactics of the tobacco
industry, the truth about addiction, and the health effects and
social consequences of smoking - allowing teens to make informed
choices about tobacco use by giving them the facts about the
industry and its products. The campaign engages teens by exposing
Big Tobacco's marketing and manufacturing practices, as well as
highlighting the toll of tobacco in relevant and innovative ways.
truth spreads this message by connecting with teen's
"passion points," including music, games, fashion and film.
Each summer, the truth campaign travels with the Vans
Warped Tour, reaching thousands of teens and educating them about
tobacco use through Vans' popular summer music festival. Vans, the
iconic shoe manufacturer in the skateboarding, surfing, urban and
punk youth markets, has been a partner with truth in this
effort for more than a decade. Having a presence during the SXSW
Festival – the crossroads of new ideas and entertainment mediums
that resonate with youth - is a natural alignment for both
truth and Vans.
"Music, film, and the Internet are key channels and mediums
through which teens consume messages, and engage with others," said
Cheryl Healton, President &
Chief Executive Officer of Legacy®, the national public health
foundation that directs and funds the truth campaign.
"truth is focused on bringing its message to teens where
they naturally congregate, including concerts, movies, and popular
online social sites. We are excited to team up with Vans, our
longtime partners through the Vans Warped Tour, during SXSW to
create unique and exciting events and experiences for festivalgoers
that will allow us to reach influencers and key tastemakers in
industries where truth already has a presence and hopes to
increase its presence even more."
Along with other on-the-ground outreach efforts, truth
will be joining Vans for three collaborations during SXSW, starting
Friday, March 9th and going through
Saturday, March 17th. truth
will be featured at the Vans Pop-Up Shop – Vulcanized Vinyl
and after-party where truth-branded 'gear' will be
distributed and visitors can buy Vans merchandise; the SXSW Vans
Music Showcase; and the "No Room for Rockstars" movie premiere and
after-party focusing on the Vans Warped Tour.
"We're pleased to expand our relationship with the truth
campaign beyond our longtime partnership on the Vans Warped Tour,"
said Doug Palladini, Vice President,
Marketing at Vans. "Vans carries an uncommonly strong bond
with young people and we're excited to share the unique platform of
retail, events and social media we have at SXSW to help spread the
truth campaign's life-saving messages."
truth Events during South by Southwest
Pop-up Store:
To coincide with SXSW's music focus, Vans has created a
pop-up merchandise store designed as an old-time record shop,
called "Vulcanized Vinyl." truth will have a presence
throughout the store with posters, record cover artwork, and
t-shirts. Vans will be selling limited-edition reissued band shoes
such as Iron Maiden Slip-ons, Slayer Old Skools, Descendents
Authentics, as well as Bad Religion and Social Distortion pairs. An
opening party will feature the truth tour riders giving away
truth-branded guitar picks and USB drives with music from
bands that have been featured on the Vans Warped Tour, including
Bad Religion, Social Distortion, The Descendents, and Pennywise.
A truth-themed photo booth will allow visitors to take
branded snaps.
Pop-up Store:
Dates: Friday, March 9th –
Sunday, March 18th
Location: 313 1/2 East 6th St. Austin, TX
Times: 12:00 p.m. to 12:00 a.m.
Opening Night Party:
Location: The Lodge, 411 East 6th St. Austin, TX
Date: Friday, March 9th
Time: 7:00 to 10:00 p.m.
The Showcase:
The Showcase is a live outdoor concert sponsored by Vans
and truth, featuring performances by Jimmy Cliff, FIDLAR, The Sword, and Pennywise.
truth tour riders at the show will be giving away
truth gear as well as interviewing the bands for video
segments on thetruth.com.
Date: Wednesday, March 14th
Location: Red River and East 6th
St. Austin, TX
Time: 7 p.m. to 2 a.m.
Movie Premiere:
Vans will be screening its documentary film No Room for
Rockstars, which documents the 2010 Vans Warped Tour and gives
a behind the scenes view of life on the road with Warped. Prior to
the screening, attendees will view a mixture of music, Warped Tour,
and truth trivia as well as a special teaser video for
truth's next mobile game, Flavor Monsters. The truth
truck and crew will be at the premiere, complete with a DJ, DIY
screen printing, and giveaways. A special VIP truth room
will feature a popcorn machine, photo booth, and screen-printed
t-shirts. The screen print machine will print different colored
truth records that are featured at the pop-up store.
truth will offer 20 VIP seats for the movie screening for
teens attending the premiere. truth tour riders at the show
will be giving away truth gear as well as interviewing the
bands Forever Came Calling, featured in the film, and Pennywise for
video segments on thetruth.com. Both bands will be playing
at the movie premiere after-party.
Date: Tuesday, March 13th
Location: 1100 East 5th St. Austin,
TX
Time: Doors open from 1:00 to 6:00
p.m.
http://noroomforrockstars.com/
Welcome to Roqlandia
"Welcome to Roqlandia" is a Latin rock festival sponsored
by Austin advertising agency
GSD&M. The event features live music as well as free food and
drinks. The truth truck and tour riders will be at the event
along with the screen print t-shirt machine. Dance contests, trivia
games, and giveaways will be happening in the truth zone
during the event.
Date: Thursday, March 15th
Location: 828 W 6th St Austin,
TX
Time: 11:00 a.m. to 4:00 p.m.
Underdog Stage:
truth and Vans are sponsoring an Underdog Stage
featuring up-and-coming performers during SXSW. The
truth-themed stage will literally travel around searching
for people performing on the street, and then sponsor them for a
one-song performance. These performances will be showcased on
thetruth.com.
INTERACTIVE ELEMENTS:
Online:
truth will be bringing the SXSW experience to all of
its followers online. thetruth.com will highlight videos,
photos and tweets from the crew to teens across the country –
providing a 'virtual festival visit' for teens that are not in
Austin. truth will
also be offering:
- a live event webcast hosted by Vans will be available on
thetruth.com during the Film Premiere Afterparty [3/13;
4:00 to 6:00 p.m.] and Showcase
[3/14; 7:00 p.m. to 2:00 a.m.]
- Interviews with bands at the truth truck
- Performance videos from the Underdog Stage
- Social media posts including updates from Austin, TX via facebook.com/truthorange and on
Twitter @truthorange
Gear:
Every year on the Vans Warped Tour, truth
distributes thousands of pieces of gear - all with a
tobacco-related facts. truth will be producing special gear
designed for the Vans partnership, including:
- Rubber wristband-style and wood USBs with music, including cuts
by Bad Religion, Pennywise, Social Distortion, and The
Descendents.
- truth-branded guitar picks
- truth t-shirts – the screen-printed t-shirts feature
colored LPs with text reading: From the files of Big Tobacco.
Now on the record. thetruth.com. Other t-shirts will offer
tobacco-related facts and related visuals in multiple colors.
About the truth® campaign and Legacy
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. truthallows
teens to make informed choices about tobacco use by giving them the
facts about the industry and its products.
Follow us on Twitter @truthpr
Legacy helps people live longer, healthier lives by
building a world where young people reject tobacco and anyone can
quit. Legacy's proven-effective and nationally recognized public
education programs include truth®, the national youth
smoking prevention campaign that has been cited as contributing to
significant declines in youth smoking; EX®, an
innovative public health program designed to speak to smokers in
their own language and change the way they approach quitting; and
research initiatives exploring the causes, consequences and
approaches to reducing tobacco use. Located in Washington, D.C., the foundation was created
as a result of the November 1998
Master Settlement Agreement (MSA) reached between attorneys general
from 46 states, five U.S. territories and the tobacco
industry. To learn more about Legacy's life-saving programs, visit
www.LegacyForHealth.org.
Follow us on Twitter @legacyforhealth and Facebook
www.Facebook.com/Legacy.
About Vans
Vans, the original action sports footwear and apparel
company, is a brand of VF Corporation (NYSE: VFC). Vans
collections include authentic footwear, apparel and accessories,
snowboard boots and the Pro-tec line of protective gear and are
sold in the United States through
more than 260 company owned stores as well as independent
retailers. Internationally, Vans sells its goods in
approximately 170 countries through a network of subsidiaries,
distributors and foreign offices. Vans promotes action sports
lifestyle and youth culture through support of athletes on boards
and bikes all over the globe and through progressive events such as
the Vans Triple Crown of Surfing®, the Vans Downtown Showdown, the
Pro-tec Pool Party and the Vans Warped Tour®.
For more information on Vans, please visit
www.vans.com.
Follow us on Twitter @vans_66 and Facebook
www.Facebook.com/Vans.
SOURCE Legacy