Truth Initiative

Robin Koval, CEO
Eric Ashe, CMO
Mary Dominguez, Director, Marketing
Nicole Dorrler, VP

72andSunny *Lead Agency

Kasia Molenda, Strategy Director
Judson Whigham, Group Brand Director
Matt Johnson, Group Strategy Director
Matt Jarvis, Chief Strategy Officer, Partner
Justin Hooper, Group Creative Director
Mick DiMaria, Group Creative Director

Media Assembly

Ketchum

In 2015, truth needed to reaffirm its status as a relevant brand in youth culture. Our audience didnt relate to smoking scare-tactics or typical celebrity spokespeople, so we needed a new way in. To capture their attention, we tapped the one thing teens care about mosthooking upand shared the fact that smoking decreases your desirability. We partnered with ten teen-admired internet Influencers to co-create and distribute an original song and music video called Left Swipe Dat that entered the music conversation by premiering at The 2015 Grammy Awards.