CLIENT
American Legacy Foundation
Eric Asche - SVP, Mktg. & Comm.
Nicole Dorrier - Youth Mktg. Director
Aaron Mushro - Asst. Brand Manager
Mary Sullivan - Brand Manager
AGENCY
Paul Nelson - SVP, Group Acct. Director
John Kearse - VP, Creative Director
Meghan Siegal - Creative Director
Kate Thomson - Acct. Supervisor
Tom Adams - Creative Director
Claudia Machado - Acct. Director
GTM
Media Head
SUMMARY
In an environment where the tobacco industry spends $13.1 billion/year marketing their products, and where 80% of smokers start before they are 18, truth seeks to lower teen smoking rates by exposing the lies and deceptions of Big Tobacco and by giving teens the facts. With Infect, we made a lower budget work harder by employing an innovative web strategy that fostered deeper engagements with our consumer. Viral creative ideas, alongside social networks and mini-sites, resulted in 2,146,000 site visits, 154,259 trackable infection emails spread and 25,800 truth friends.
