CLIENT
American Legacy Foundation
Eric Asche - SVP, Mktg. & Comm.
Nicole Dorrier - Youth Mktg. Director
Aaron Mushro - Asst. Brand Manager
Mary Sullivan - Brand Manager
AGENCY
Paul Nelson - SVP, Group Acct. Director
John Kearse - VP, Creative Director
Meghan Siegal - Creative Director
Kate Thomson - Acct. Supervisor
Tom Adams - Creative Director
Claudia Machado - Acct. Director
GTM
Media Head
SUMMARY
In an environment where cigarette companies spend upwards of $13 billion per year advertising and promoting its deadly product, truth has been the true underdog for teens in providing the antidote against Big Tobacco and its marketing practices. With its budgets at less than a fraction of Big Tobacco's, truth needed to get the real facts about tobacco and the industry into the hands of America's teens and empower them to spread the knowledge. "Infect truth" did just that. Over the course of the campaign, awareness for truth rose, negative perceptions about Big Tobacco were fueled, and viral 'infections' were spread at levels much greater than expected.
