Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms - How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults

Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath and Robin Koval

Truth Initiative

MANAGEMENT SLANT

  • Young people who are not engaged in a targeted, at-risk behavior can influence those who engage in at-risk behaviors.
  • The messaging strategy for a campaign seeking behavioral change should be aligned with the target audience's current...

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