Truth

Challenge:

Plain and simple – curb teen smoking.

Result:

This powerful campaign broke conventional anti-drug norms and was directly responsible for keeping 450,000 teens from smoking in just four years. In fact, 22% of the overall decline in youth smoking can be attributed solely to Truth.

“We could run that spot (Body Bags) today and it would still resonate with the audience and have power. That spot is part of our DNA.” – Eric Asche, Chief Marketing and Strategy Officer, Truth Initiative