4.3 Truth

The truth campaign 
***Truth is a national campaign aimed at eliminating teen smoking in the United States. "truth" produces television and digital content to encourage teens to reject tobacco and to unite against the tobacco industry.***

The truth campaign used social media, commercials, and radio to push there initiative. They used social media to connect with teens, and they also have interviewed people who were severely affected by their decision to smoke. Over the past several years they've been successful with their initiative, and teen smoking is decreasing year by year.
This campaign was very successful because they did a great job illustrating how bad smoking is for people. They drove home points when they talked about second-hand smoke.
The campaign was effective because it kept 300,000 teens from smoking in one year. Truth understood the power of branding with teens. If teens like a brand then they are more likely to support their cause. Social media also helps with memory recall. Truth heavily advertised the statistics of smoking and it sticks with young teens when they think about smoking. Their advertisements also highlighted teens who say no to tobacco. Truth showed that having the power to say no is cool.  Their targeted market is 15-21-year-olds.
The initiative could be better if they advertised more often they once were everywhere. Maybe Truth could go on a city tour and employ teens with internships.

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