Lift Riders at Brighton Find TRUTH

Posted By: Zeke Piestrup on January 13, 2009 3:00 pm

In the past, the sign affixed to the chairlift pole has featured a relatively narrow spectrum of information.  Usually the topics of the signs are limited to safe skiing and safe unloading of the lift.  But, at Brighton Resort, an unusual campaign implemented by the mountain and the TRUTH campagin is encouraging safe living.  Cartoon strips of talking cigarettes educate lift riders about the dangers of smoking.  David Neville is the marketing coordinator for TRUTH.  “Skiers spend about ten minutes on the lift between runs.  We are using this downtime to educate this high risk audience about the dangers of tobacco.”  Ski poles in one hand, tips up, and don’t smoke!  The campaign is also featured in the terrain park, where graffiti artists were commissioned to paint rails and the wall ride (pictured left).

Perhaps you think this is not relevant to you, the non-nicotine addicted mountain enthusiast.  Even so, you too, with your much whiter teeth, can take advantage of The TRUTH nights.  Flyers printed up at are valid for half-priced night skiing every Monday night all season long.  So, put that in your pipe and smoke it!


Zeke Piestrup ( More Posts)

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