Truth Initiative

Robin Koval, CEO
Eric Ashe, CMO
Nicole Dorrler, VP

72andSunny *Lead Agency

Mary Dominguez, Director, Marketing
Kasia Molenda, Strategy Director
Judson Whigham, Group Brand Director
Justin Hooper, Group Creative Director
Mick DiMaria, Group Creative Director
Matt Johnson, Group Strategy Director
Matt Jarvis, Chief Strategy Officer, Partner

Media Assembly

Ketchum

After years of decline, smoking was being renormalized among teens. While young people know the dangers of regular smoking, many were social smokers who considered this not real smoking and were broadcasting their actions across the Insta-nation at scale, unwittingly helping Big Tobacco recruit the next generation of smokers. Realizing the only way to reverse this trend was leveraging our targets enormous social influence, we reinvented truth as a modern revolution to activate teens who dont smoke to band together to become the generation that ends smoking to FINISH IT."