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 Logan Nelson, Senior Specialist, Marketing
Tricia Kenney, Chief Communications Officer
Sarah Shank, Managing Director, Communications
Elizabeth Hair, SVP, Schroeder Institute®
Jessica Rath, Managing Director, Schroeder Institute®
AGENCY
Marc Pardy, Strategy Director
Malek Draoui, Strategy Director
Greg White, Comms Strategy Director
Renee Vafa, Senior Social Strategist
Brooke Levinsohn, Jr. StrategistNate Virnig, Creative Director
Julian Green, Sr. Writer
Wyatt Hunt, Sr. Designer
Megan Russell, Brand Director
Danielle Rivera, Sr. Brand Manager
Carlin Wilson-Webb, Executive Film Producer
Avery Wright, Brand Coordinator
Samantha Springer, Jr. Strategist
Assembly
Ketchum
Crux Research
SUMMARY
In 2019, social media was driving vaping’s enormous popularity. We had to create permission for young people to begin their quitting journeys and escape the pervasive, social media-fueled vaping frenzy.
Telling them to quit would come off as finger wagging; we had to make quitting feel just as rebellious as vaping itself. So we weaponized TikTok to ignite a nationwide, can’t-miss party of JUUL destruction – and invited would-be quitters to join in.
Ditch JUUL doubled young people’s intent to quit vaping and grew This is Quitting signups by 160%.
