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truth
truth: using youth culture to revolutionize smoking prevention

RAN IN:

CLIENT
Truth Initiative

AGENCY
72andSunny *Lead Agency


CP+B *Lead Agency


Arnold


SUMMARY

truth® was formed in 1999 to tackle the youth smoking epidemic and prevent young people from picking up their first cigarette. Rather than simply tell young people the risks of tobacco use, we created a powerful youth brand rooted in a foundational idea: replace the sense of power and rebellion that Big Tobacco had marketing around its deadly and addictive products. By consistently refreshing this idea to keep up with youth culture and what mattered to our audience, we have prevented over 3 million youth and young adults from smoking.

CASE VIDEO


Additional Materials:

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Language: English