Truth: "Finish It"
Summary
Faced with a generation where only 9% of teens smoke, truth had to reignite interest in fighting tobacco use among young people- the leading cause of preventable death in the U.S. Research of Gen Z youth revealed high motivation to create social change, particularly among non-smokers. This led to a game-changing insight: rather than continue messaging to the small segment of those at-risk for smoking, we decided to leverage the social power of the much larger universe of teens who do not smoke to influence the 9% who still do, inspiring Gen Z to "be the...