Truth Initiative

Robin Koval, President & CEO
Eric Asche, CMO
Nicole Dorrier, SVP Marketing & Media Investment
Mary Dominguez, Director, Youth Marketing
Jasmine Malone, Managing Director
Casandra Marburger, Social Media Manager

72andSunny *Lead Agency

Bryan Smith, Co-Head of Strategy
Kasia Molenda, Strategy Director
Saeid Vahidi, Sr. Strategist
Thomas Steiner, Sr. Data Strategist

In 2017, truth® had to spark outrage to keep driving down youth smoking. It’s a continual challenge because young adults either don’t care about smoking or are more invested in other issues facing their generation. By reframing smoking as a social justice issue rather than a public health issue, we were able to appeal to this diverse generation’s built-in values of diversity, inclusion, and equality. Our campaign got young adults leaning in and drove down both their smoking intent and incidence.