truth: Tested on Humans

Truth, a campaign aiming to eliminate smoking and vaping among young people, drove negative sentiment towards JUUL, the leading vaping brand in the USA, with its campaign Tested on Humans.

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

After 20 years of fighting tobacco use among youth and young adults, truth and our audience has a new enemy: vaping. Young people have been try

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