Campaign details

Brand: truth
Advertiser: truth initiative
Lead agency: 72andSunny

Effie awards category context

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 & behavior, we impart knowledge, shift attitudes and beliefs –which takes time, consistency, tenacity, and motivating reasons why.

Despite challenges sparked by volatile culture change, the relentless efforts of Big Tobacco, and changes in youth media habits, we've been instrumental in cutting teen smoking by more than 1/41 in the past 3 years, and responsible for keeping 300,000+ teens from becoming smokers in a 12-month period.2

State of the marketplace and brand's business