For the past 20 years, truth has focused exclusively on fighting tobacco use among young people. truth's challenge was to leverage our brand equity and experience in tobacco prevention to address an emerging national crisis: the abuse of opioids among young people. Formative research showed that young people were aware of the opioid crisis and its consequences, but they did not necessarily feel empathy towards opioid users or feel that opioids could affect them, or the people close to them. The creative response to this insight was a multiple ad campaign, revealing the true stories of Kyle and Rebekkah. In-market research showed that the campaigns successfully increased empathy by de-stigmatizing addiction and treatment, caused young people to feel that opioid misuse is relevant to them, and compelled them to take actions to influence others.

Consumer Insight