Ad Love: CVS and #BetheFirst

Drugstore giant CVS Health and its foundation plan to spend $50 million over five years to bolster anti-smoking efforts with a particular emphasis on young people.

The company recently announced plans to fund Be The First, a campaign that draws its colloquial inspiration from a goal to form the first generation of Americans to spurn tobacco.

The push comes more than a year after CVS stopped selling cigarettes, saying that smoking conflicts with its mission of promoting healthy living. CVS and the CVSHealth Foundation will share the costs of the campaign. Be The First will emphasize education programs, social media and marketing initiatives through groups such as the Campaign for Tobacco-Free Kids, Scholastic Inc., the American Cancer Society and the National Urban League.

Cigarettes and secondhand smoke cause cancer and other preventable diseases.

CVS set several concrete goals for the five-year campaign: cutting the national youth smoking rate by 3%, reducing the number of new youth smokers by 10% and doubling the number of college campuses that ban tobacco usage.

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