truth: Quitters

Anti-nicotine organization Truth Initiative created the This Is Quitting campaign in the United States to encourage teens to quit vaping and support their quitting efforts, resulting in nearly 500,000 enrolling in the programme.

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

Youth vaping continues to be a pervasive epidemic, with 1 in 5 high schoolers reporting vaping in 2020. Through our research, we learned that mental health is the #1 issue on the minds of young people. We knew that vaping nicotine can amplify feelings of depression and anxiety, so we had to tell young people that the thing they were doing to relieve mental health issues was in fact making them worse. We also knew from our research that young people wanted to quit but needed support....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands