Truth: "Left swipe dat"
Summary
The truth antismoking campaign needed a new strategy to achieve effective reach among its Gen Z audience across an increasingly fragmented media landscape. Research pointed to the mass appeal of music, the influence of social media music artists, and the potential of content to virally extend the campaign's message across platforms. To capitalize on these insights, truth created an original song and music video performed by social media artists which was launched across TV, social media, and radio. The video premiered on TV during the Grammy's in conjunction with social media promotion by the performing...