Truth Initiative

Robin Koval, Chief Executive Officer and President
Eric Asche, Chief Marketing & Strategy Officer
Donna Vallone, Chief Research Officer, Schroeder Institute®
Nicole Dorrler, SVP, Marketing & Media Investment
Logan Nelson, Senior Specialist, Marketing
Tricia Kenney, Chief Communications Officer
Sarah Shank, Managing Director, Communications
Elizabeth Hair, SVP, Schroeder Institute®
Jessica Rath, Managing Director, Schroeder Institute®
Mary Dominguez, Managing Director, Marketing

72andSunny Los Angeles *Lead Agency

Marc Pardy, Group Strategy Director
Malek Draoui, Strategy Director
Greg White, Comms Strategy Director
Renee Vafa, Senior Social Strategist
Brooke Levinsohn, Jr. Strategist
Nate Virnig, Creative Director
Cory Conrad, Sr. Writer
Gideon Gillard, Sr. Designer
Avery Wright, Brand Coordinator
Carlin Wilson-Webb, Executive Film Producer

Assembly

Ketchum

Crux Research

Big Tobacco spends an eye-popping amount of money on marketing to communities of color – perpetuating a racist cycle of disease and addiction. truth, by comparison, spends a fraction. We had to make a little truth go a long way to establish Big Tobacco as a clear and present danger. So we provided a platform for the Black community to confront Big Tobacco’s racism face-to-face. The result: young people saw Big Tobacco as racist, causing 61% of them to report they’d be less likely to smoke or vape.