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January 25, 2007

WQED to air award-winning video

“Ad It Up,” an award-winning video produced through a collaboration between the School of Medicine, the Carnegie Mellon Entertainment Technology Center, Pittsburgh Public Schools and Baldwin High School, is set to premiere on WQED Feb. 4 at 7 p.m.

This project, funded by the Maurice Falk Foundation, was developed and coordinated by Brian A. Primack, Pitt assistant professor of medicine, whose research focuses on media literacy education in preventing adolescent smoking, underage drinking and other harmful adolescent health behaviors. “Ad It Up” won the 2006 Bronze Telly Award — the leading award for local and regional videos — in the health and wellness category.

The video stars local 9th grade students who meet in a production studio. After learning to analyze smoking advertisements, the students are divided into three teams that develop, film and produce responses to the tobacco industry. The video documents their successes and struggles throughout the production process.

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