CLIENT
Truth Initiative
Robin Koval, Chief Executive Officer and President
Eric Asche, Chief Marketing & Strategy Officer
Donna Vallone, Chief Research Officer, Schroeder Institute®
Nicole Dorrler, SVP, Marketing & Media Investment
Mary Dominguez, Managing Director, Marketing
AGENCY
Marc Pardy, Strategy Director
Malek Draoui, Strategy Director
Greg White, Comms Strategy Director
Renee Vafa, Senior Social Strategist
Brooke Levinsohn, Jr. Strategist
Assembly
Ketchum
Crux Research
SUMMARY
In 2019, vaping was so popular that young people felt they had no way out. We had to create permission for young people to begin their quitting journeys. Telling them to quit would come off as finger wagging; we had to make quitting feel just as rebellious as vaping itself. So we created a nationwide, can’t-miss party of JUUL destruction – and invited would-be quitters to join in.
Effectively, we doubled young people’s intent to quit vaping and grew This is Quitting signups by 160%.
