truth: "Finish It"

This case study explains how truth, an American anti-smoking charity, aimed marketing efforts at the 91% of non-smokers in a campaign, FinishIt, in order for Gen Z to become 'the generation that ends smoking'.

Truth: "Finish It"


Faced with a generation where only 9% of teens smoke, truth had to reignite interest in fighting tobacco use among young people- the leading cause of preventable death in the U.S. Research of Gen Z youth revealed high motivat

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