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....

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