What was the irrefutable consumer insight?

We can enlist non-smokers to our cause by framing Big Tobacco's targeting of vulnerable segments as a social justice issue.

Describe the marketing challenge.

When truth®, a national, mass media, youth-smoking prevention campaign launched in 2000, nearly a quarter (23%) of all U.S. youth smoked cigarettes and smoking continued to be a top public health concern. truth soon established itself as a highly successful antitobacco campaign by exposing the deceptive practices of the tobacco industry to teens open to smoking and encouraging them to "rebel against the industry" and reject tobacco. A 'truth Teen' was an edgy thought leader, a dreamer, a rebel, and yet judicious and conscientious enough to make the right health decisions.

By 2014, the challenge had evolved. At that time only 9% of youths smoked cigarettes and, by 2016, teen smoking reached a historic low of 6%. But the positive numbers didn't tell the whole story. While much of the country rightfully celebrated the reduction, thousands were left behind. For instance, low-income individuals are more than twice as likely to smoke. Nearly 50,000 African Americans die from smoking-related diseases annually. The stats are no coincidence, as Big Tobacco has been profiling these markets for decades.