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2018 BRONZE SUSTAINED SUCCESS - SERVICES
Truth Initiative Be The Generation That Ends Smoking and #FinishIT
RAN IN: United States
Robin Koval, President & CEO Eric Asche, CMO Nicole Dorrier, SVP Marketing & Media Investment Mary Dominguez, Director, Youth Marketing Jasmine Malone, Managing Director
Glenn Cole, Founder & Creative Co-Chair Bryan Smith, Co-Head of Strategy Matt Johnson, Group Strategy Director Kasia Molenda, Strategy Director Josh Hughes, Strategist
truth® is a non-profit youth brand with a mission to combat teen smoking. We measure success by how many youth we prevent from smoking. To change social norms & prevent someone from starting smoking, we impart knowledge, shift attitudes and beliefs & ultimately change behavior–which takes time, consistency, & motivating reasons why.
Despite facing evolving culture, efforts of Big Tobacco, and changes in youth media habits, we’ve helped cut teen smoking by 1/4 in the past 3 years, and are responsible for keeping hundreds of thousands of teens from smoking.
Hero Medium: TV
Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;EVENTS;INTERACTIVE/ONLINE;SOCIAL MEDIA