Truth: Treatment Box

truth®, a campaign aimed at eliminating teen smoking, launched its Treatment Box campaign in the USA to tackle opioid addiction among young people.

Campaign details

Brand: TruthAgency: 72ANDSUNNYCountry: United States

Objectives

truth® has two decades of formative research that link our advertising to real changes in young people's minds and behaviors. We've successfully connected attitude and perception changes around substances like tobacco and opioids with desire to take action and real-life shifts in use of addictive substances. For this opioid prevention campaign, we had four objectives.

  1. Brand Metric: Drive campaign engagement amongst our youth audience. The greater the engagement, the greater the chance our message will resonate and young people will want to take action.
  2. Consumer Behavior:...

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