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Truth Initiative
Prevent #CATmageddon

RAN IN: United States

CLIENT
Truth Initiative

Robin Koval, CEO and President
Eric Asche, CMO
Nicole Dorrler, SVP, Marketing
Mary Dominguez, Director, Marketing
Jasmin Malone, Director, Marketing

AGENCY
72andSunny *Lead Agency

Kasia Molenda, Strategy Director
Mick DiMaria, Group Creative Director
Justin Hooper, Group Creative Director
Erika Bridges, Sr. Strategist
Kristine Soto, Brand Director


Media Assembly


Ketchum


SUMMARY

In 2016, truth® had to stoke outrage to keep driving down teen smoking – an on-going challenge because teens don't think or care about tobacco and its consequences. We needed a new way to tell an old story. Armed with the fact: “Cats whose owners smoker are 2X likely to get cancer,” we set out to make smoking a relevant issue with teens again. Our campaign successfully captured the attention of teens and drastically changed their attitudes towards smoking. 

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Gaming (Interactive/Online);Geo-based Ads;Mobile/Tablet Optimized Website;Video Skins/Bugs;PR;RADIO;Spots (Radio);SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TV;Branded Content (TV);Interactive TV/Video on Demand;Sponsorship (TV);Spots (TV)

Audience: Teens and Young Adults aged 15-21

Objectives: Behavioral change with the goal of getting our 15-21 year old audience to not pick up their first cigarette.

Type: Business to Consumer

Classification: National

Language: English