truth: Read Between the Lies

Truth, a US non-profit organization, launched a campaign in the US to establish Big Tobacco as a clear and present danger to the Black community.

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

Big Tobacco has a long racist history of targeting the Black community. Truth provided a platform for Black youth to spotlight Big Tobacco's racism by letting them read aloud what Big Tobacco has said about or done to their community. Black youth recognizing Big Tobacco as racist and agreeing that JUUL is exploiting youth in Black communities reduces their chances of ever vaping or smoking.

Consumer Insight

After hearing Big Tobacco's repulsive racist words, Black people were less likely to use tobacco products.

Marketing Challenge

Our challenge...

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