CLIENT
Truth Initiative
Robin Koval, CEO & President
Eric Asche, Chief Marketing & Strategy Officer
Nicole Dorrier, SVP, Marketing & Media Investment
Mary Dominguez, Managing Director, Marketing
Jasmine Malone, Managing Director, Marketing
AGENCY
Robin Koval, CEO & President
Eric Asche, Chief Marketing & Strategy Officer
Nicole Dorrier, SVP, Marketing & Media Investment
Mary Dominguez, Managing Director, Marketing
Jasmine Malone, Managing Director, Marketing
Ketchum
Bryan Smith, Executive Strategy Director
Matt Johnson, Group Strategy Director
Kasia Molenda, Strategy Director
Josh Hughes, Strategist
Marc Pardy, Strategy Director
ASSEMBLY
SUMMARY
truth® is a non-profit youth brand with a mission to combat teen smoking. We measure success by how many young people we prevent from smoking. To change social norms & behavior, we impart knowledge to shift attitudes, change beliefs, and ultimately impact behavior.Despite challenges created by shifts in youth culture, an evolving tobacco industry and a constantly evolving media landscape, we’ve been instrumental in cutting the teen smoking rate by nearly 33% in the past four years, and responsible for keeping 2.4 million 15-24 year olds from smoking.
