Minnesota Partnership for Action against Tobacco: Minnesota Partnership For Action Against Tobacco campaign
Mark LaneOVERVIEW
The Minnesota Partnership for Action against Tobacco (MPAAT) was created in 1998 with funding from that state's individual out-of-court settlement of its suit against tobacco companies. Charged with a mission of encouraging adults to stop smoking, the organization supplemented counseling, support, and education services with a statewide marketing campaign. In its early years of operation, MPAAT used ads developed for similar campaigns in other states, but in 2000 it began an agency search preparatory to launching its own original antismoking advertisements. The result was...