truth: Depression stick

Anti-nicotine organization Truth Initiative created the Depression Stick campaign to combat teen vaping in the United States, increasing intention to quit among teens.

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

The COVID pandemic was devastating for young people. Many started vaping to help cope with feelings of stress, anxiety, and depression.1

However, studies show vaping nicotine can instead amplify feelings of anxiety2 and depression.3

At the same time, youth concerns about mental health challenges grew. truth saw an opportunity - the vice teens were turning to (vaping) could worsen the mental health challenges that troubled them.

truth didn't lecture Gen Z about the mental health dangers of vaping. Instead, truth created the fictitious...

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