truth is the nation’s most successful and longest running youth smoking prevention campaign. Its provocative ads about the deceptions of the tobacco industry have helped drive down the teen cigarette smoking rate from 23% in 2000, when truth began, to just 7% today. Even with such a low rate, tobacco still remains the number one cause of preventable death in the U.S., killing more than 1,300 people each day. With an ever-evolving target audience, how does truth manage to stay relevant? The campaign hijacks popular culture and invites teens and young adults to use their social footprints and influence to be the generation to end the tobacco epidemic and “Finish It” for good.
In today’s discussion we will share how we:
- Use an integrated approach and meaningful content to drive a campaign and vastly increase audience interest and awareness of an issue across multiple platforms.
- Harness the power of popular culture and use the social language of the internet to connect with and be relevant to today’s Gen Z audience.
- Empower this generation to take collective action on a social issue and leveraging their social influence to make national impact.