Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Truth Initiative
Finishers 2.0

RAN IN: United States

CLIENT
Truth Initiative

Robin Koval, CEO and President
Eric Asche, CMO
Nicole Dorrler, SVP, Marketing
Mary Dominguez, Director, Marketing
Jasmin Malone, Director, Marketing

AGENCY
72andSunny *Lead Agency

Kasia Molenda, Strategy Director
Mick DiMaria, Group Creative Director
Justin Hooper, Group Creative Director
Matt Johnson, Group Strategy Director
Kristine Soto, Brand Director


Media Assembly


Ketchum


SUMMARY

In order to keep the teen smoking rate going down, truth needed to address the rising epidemic of teens smoking other combustibles like hookah and cigarillos. Tobacco companies were tricking us with candy and fruit flavors and colorful packaging to make these products more appealing. We set out to show teens the truth and get them fired up against tobacco companies. Our campaign successfully captured the attention of teens and drastically changed their attitudes towards smoking other combustibles.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: SOCIAL MEDIA;TV

Audience: All 15-21 year old teens

Objectives: Behavioral shift to show that hookah and cigarillos are just as harmful as cigarettes.

Type: Business to Consumer

Classification: National

Language: English