truth®: Business or Exploitation?

Partners: 72andSunny, Assembly

African Americans, low-income areas, military, LGBTQ communities and those with mental health conditions are disproportionately affected by tobacco use. With “#STOPPROFILING” and “Business or Exploitation?”, truth underscored how Big Tobacco deliberately singles out communities that face adversity and inequality with aggressive marketing practices. Creating buzz around ad activations at the GRAMMY’s and MTV Video Music Awards, Ketchum and 72andSunny executed a comprehensive media strategy resulting in 302.2M+ earned media impressions and 200K+ new young people joining the generation to end smoking for good. Most importantly, teen smoking reached a historic low of 5.4% in 2017.