truth® Update, Spring 2014
Wednesday, May 7, 2014
Posted by: Natalia Gromov
What's happening with the truth®
youth smoking prevention campaign, you ask? We are excited to provide updates
as the campaign continues to evolve and connect with teens through their
'passions' - like gaming, art, music and sports. Check out the latest anytime
Digital Partnerships Help
truth® Click with Teens
New partnerships are helping
the truth campaign reach young people with life-saving anti-tobacco
One partnership launched
earlier this year with the online video platform Hulu. The partnership
integrates truth into the original six-part series "My
Side of the Sky".The Hulu weekly series follows students during their time at
Oregon's Windells Academy, an action sports high school for talented
snowboarders, skateboarders, skiers and other athletes.
featured in the series as a sponsor of the Windells Academy winter skate
competition. One episode features the truth tour manager as he
introduces students to the campaign. Also, viewers can see truth tour
riders interacting with teens around the iconic orange truth truck.
The partnership with Hulu
includes: truth commercials running before programming with links to truth social media
channels; static banner ads that drive users to thetruth.com; and
"behind-the-scenes" video interviews with "My Side of the
Another online partnership
provides content for truth's
Facebook page with the help of the web comic artist duo known as Buttersafe.
Buttersafe contributed episodes of "Normal Friends", a weekly online
comic that explores the everyday adventures of a group of friends. Web comics
are popular among the truth campaign audience and we hope to gain new
followers by adding "Normal Friends" to the truth Facebook
A third partnership involves a
collaboration with Jason and Jacob Fu ("The Fu") and Joule Thief,
best known as Internet Icon Show contestants and YouTube personalities. truth
is working with these online celebrities to produce shortvideos that
integrate tobacco facts into their unique storytelling style. The videos can be
found on the truth YouTube
Mobile Game Makes Music for
Graffiti Collective - the
third mobile game released by truth - includes a feature that allows
players to earn free song downloads as they complete missions and level up
within the virtual street art game.
Musicians and wordsmiths such
as Atlanta-based Dell Harris and self-described emcee-activist Jason
"PyInfamous" Thompson are two of the artists providing a mix of
reggae, hip-hop, rap and other sounds in the Graffiti Collective game.
The Graffiti Collective
game was inspired by a 1998 document found in Big Tobacco's files that
discusses covertly contacting graffiti artists to ask them to paint for them in
key locations. In the game, players use graffiti as a tool, ridding their
"home turf" of propaganda from a bunch of corporations masquerading
as graffiti artists.
Collective is available for free download on select Apple and Android
New Agency Partners Selected
Two new agency partners have
been named to support truth as the campaign prepares for an infusion of
new and significant investments in paid advertising later this year. The new
national paid advertising will supplement truth's extensive grassroots
and digital outreach in order to fully surround the youth audience the campaign
is designed to reach.
Los Angeles-based agency 72andSunny was
named in February as the new creative partner for truth. 72andSunny -
recognized for creating cultural impact on behalf of brands - will help the truth
campaign integrate traditional, digital and social marketing platforms. Trade
publications Advertising Age and Adweek named 72andSunny as
"Agency of the Year" in each of the past two years.
In December New York-based MediaComwas
announced as the truth campaign's new media planning and buying agency.
MediaCom will help power paid and owned media efforts intended to engage truth's
The pairing of 72andSunny and
MediaCom as new truth agency partners comes at a time when the U.S. Food
& Drug Administration and the U.S. Centers for Disease Control and
Prevention are both in the marketplace with bold, anti-tobacco mass media
initiatives. Together, with an expanded truth campaign, these campaigns
have the potential to serve as catalysts to spark a second wave of historic
declines in tobacco use.
The agency selections conclude
a periodic review process that ensures that Legacy's public education campaigns
are benefitting from the best thinking in the marketplace and that all of the
foundation's assets are used to their fullest advantage.
Highlights from the 14th
truth® Grassroots Tour
The truth campaign hit
the road again last year delivering its important messages about tobacco use to
teens and young adults throughout the country as part of the
14th annual grassroots tour.The tour, part of
the nation's largest smoking prevention campaign for youth and young adults,
comprised of two separate groups of truth "tour riders" that
traveled to music festivals, sporting events, community gatherings, gaming
conventions, and other events popular with teens and young adults.
At each stop along the way,
tour riders played games, held dance and trivia contests and even judged talent
shows for those willing to show off their talents in the truth zone.
Participating teens could also win truth-branded items including
T-shirts, hats, telephone cases and skate decks. Each truth-branded item
includes facts about tobacco and an on-trend design inspired by that fact.
Last year's tour reached an
estimated two million teens and young adults who were exposed to truth
messages between May and October. Combined, the two tour groups logged more
than 134 days in the field, visiting 68 cities and 30 states. One highlight of
the 2013 tour was the youth participation element, where teens who visited the truth
zone were challenged to vote online for the "ugliest" fact about
tobacco use and the tobacco industry. You can find out which fact won the
voting at thetruth.com.
Another highlight of the 2013
touring season was truthLIVE - a college music tour - that featured free
concerts by OneRepublic and TeamMate at five college campuses. truth
tour riders and the truth truck were at each of the campuses, capping a
very successful touring season.