This article says:
Philip Morris's "Think. Don't Smoke" campaign began in 1998, and the American Legacy Foundation's "Truths" campaign had been running for 10 months.The "Truths" campaign seemed to be working, the researchers said. "Whereas exposure to the 'Truths' campaign positively changed youths' attitudes toward tobacco, the Philip Morris campaign had a counterproductive influence," they wrote.
"Philip Morris's 'Think. Don't Smoke' effort parades as a youth anti-smoking campaign, but it's really a wolf in sheep's clothing," Cheryl Healton, president and chief executive officer of Legacy, said. "Philip Morris should pull its 'Think. Don't Smoke' ads off the air."
