truth: Ditch JUUL

Truth, a campaign aiming to eliminate youth smoking in the USA, strove to reduce the number of young people vaping with its campaign Ditch JUUL.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

After 20 years of striving to prevent youth and young adults from using tobacco, truth discovered that it was time to use our voice and platform to help the millions of young people who are trying to quit vaping. Our research showed that quitting was a lot harder and a lot more isolating than people expected and that young people needed targeted and non-judgemental support that made it feel like they were not on this journey alone. We developed a text-based quitting support program using old evidence-based...

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