CLIENT
Truth Initiative
Tricia Kenney, Chief Communications Officer
Robin Koval, Chief Executive Officer and President
Eric Asche, Chief Marketing & Strategy Officer
Sarah Shank, Managing Director, Communications,
Elizabeth Hair, SVP, Schroeder Institute® .
Donna Vallone, Chief Research Officer, Schroeder Institute®.
Jessica Rath, Managing Director, Schroeder Institute®.
Nicole Dorrier, SVP, Marketing & Media Investment
Jasmin Malone, Managing Director, Marketing,
Mary Dominguez, Managing Director, Marketing,
AGENCY
Marc Pardy, Strategy Director
Bryan Smith, Executive Director of Strategy
Nate Virnig, Creative Director
Malek Draoui, Senior Strategist
Megan Russell, Brand Director
Kaaya Allotey, Junior Strategist
Greg White, Director of Communications Strategy
Fernando Coronado, Senior Data Strategist
Renee Vafa, Senior Social Strategist
Assembly
SUMMARY
The vaping epidemic was spreading quickly though America’s schools, but young people saw no issue with it. We needed to get them to question the risk perception of JUUL and the modern Big tobacco company behind it.
We created Tested on Humans, the first ever animal-lead protest, to reveal to young people that JUUL is conducting a real-time, human medical experiment, with unknowing and unconsenting millions of test-subjects - young people themselves. We infiltrated young people’s hallway conversation during back-to-school season – driving a 43% increase in negative JUUL sentiment.
