You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
truth
truth: using youth culture to revolutionize smoking prevention
RAN IN:
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:
Language: English