Truth Initiative

Robin Koval, President & CEO
Eric Asche, CMO
Nicole Dorrier, SVP Marketing & Media Investment
Mary Dominguez, Director, Youth Marketing
Jasmine Malone, Managing Director

72andSunny *Lead Agency

Glenn Cole, Founder & Creative Co-Chair
Bryan Smith, Co-Head of Strategy
Matt Johnson, Group Strategy Director
Kasia Molenda, Strategy Director
Josh Hughes, Strategist

truth® is a non-profit youth brand with a mission to combat teen smoking. We measure success by how many youth we prevent from smoking. To change social norms & prevent someone from starting smoking, we impart knowledge, shift attitudes and beliefs & ultimately change behavior–which takes time, consistency, & motivating reasons why. Despite facing evolving culture, efforts of Big Tobacco, and changes in youth media habits, we’ve helped cut teen smoking by 1/4 in the past 3 years, and are responsible for keeping hundreds of thousands of teens from smoking.