truth: "Finish It"

This case study explains how truth, an American anti-smoking charity, aimed marketing efforts at the 91% of non-smokers in a campaign, FinishIt, in order for Gen Z to become 'the generation that ends smoking'.

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...

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