The big, bold, rugged West once represented the true American spirit. The people at Marlboro believe it still does. Although national parks protect some of this land, vast miles of it are susceptible to anything and everything future generations might dream up. Marlboro's mission was to preserve as much of America's legacy as possible. So they designed a program designating 5% of their annual profit toward placing into trust untamed lands adjacent to our national parks and other important areas. Using a startling contradiction between words and pictures, these big, bold ads convey a message about something the rest of us might not have thought about until it was too late.

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