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Truth Initiative
The Power of Music to End Smoking

RAN IN: United States

CLIENT
Truth Initiative

Eric Asche, Chief Marketing Officer
Becky Rubenstein, Senior Specialist, Marketing
Jasmin Malone, Marketing Brand Manager
Nicole Dorrler, Vice President, Marketing
Robin Koval, President & CEO

AGENCY
Media Assembly *Lead Agency

Jeff Brooks, Chief Commercial Officer
Bill Bayer, SVP, Integrated Communications Group Director
Alicia Bachardy, VP, Integrated Communications Director
Alexandra Mancall, Integrated Communications Supervisor
Alan Smith, Chief Digital Officer


72andSunny


Fullscreen


Ketchum


SUMMARY

In 2015, truth, one of the most iconic youth brands throughout the early 2000s, had begun to lose relevance. truth needed to create an unmissable moment to propel the dangers of smoking back into cultural conversation. To affect attitudinal change and become relevant to teen culture, we needed to immerse our message where youth conversations were occurring. Through an innovative partnership with Fullscreen, we connected with creators on YouTube and Vine for a multi-touch campaign, pushing truth to the forefront of teen culture with increased awareness, engagement and attitudinal shifts.

CASE VIDEO


Hero Medium: Branded Content

Medium Featured On Video: Branded Content, Interactive/Online, Social Media, TV

Audience: Teens (13-20)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English