truth: Unsweetened truth
Brand/Client: truth / Legacy for Health
Lead Agency: Arnold Worldwide
Contributing Agencies: PHD
Every year, Big Tobacco spends $10.5 billion to market its products1. And every year in the U.S., tobacco kills more Americans than AIDS, alcohol, car accidents, murders, suicides, drugs and fires combined2.
Nearly 80% of smokers will try their first cigarette before age 183. Therefore, it is critical that this impressionable audience be inoculated from the billions of dollars Big Tobacco spends each year4 getting new customers hooked on their deadly products. Since its inception in 1999, truth's mission has been to reduce tobacco use among America's youth. After truth's first four years, there were 450,000 fewer teens who tried smoking as a direct result of the truth campaign5.