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 platfor

We needed a program that could be adaptive to the age and context of each user.

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