CLIENT
Truth Initiative
Robin Koval, CEO & President
Amanda Graham, PhD, Chief of Innovations
Eric Asche, Chief Marketing & Strategy Officer
Nicole Dorrler, Senior Vice President Marketing & Media Investment
Megan Jacobs, MPH, Managing Director, Product, Innovations
Dio Favatas, Vice President, Data and Technology, Marketing
Tia Taffer, Managing Director, Marketing
Michael Amato, PhD, Methodologist
Sarah Cha, MSPH, Senior Project Manager
Mia Bottcher, Research Assistant
AGENCY
Robin Koval, CEO & President
Amanda Graham, PhD, Chief of Innovations
Eric Asche, Chief Marketing & Strategy Officer
Nicole Dorrler, Senior Vice President Marketing & Media Investment
Megan Jacobs, MPH, Managing Director, Product, Innovations
Dio Favatas, Vice President, Data and Technology, Marketing
Tia Taffer, Managing Director, Marketing
Michael Amato, PhD, Methodologist
Sarah Cha, MSPH, Senior Project Manager
Mia Bottcher, Research Assistant
Upland Software
Tracey Gordon, Senior Customer Success Manager
Taylor Dankmyer, Solutions Consultant
SUMMARY
With vaping rates surging, Gen-Z found themselves addicted, with few resources available to help them quit. To meet these challenges, the truth campaign pivoted from simply raising awareness of nicotine addiction to providing solutions to overcome it.
This is Quitting is the first quitting program for young people, by young people. We combined real advice and encouragement from former vapers with the latest research on cessation methods, and wrapped it up in a discrete and intuitive text bot.
And it worked! We enrolled 140,440 users, helping 34% quit successfully.
