Uncovering the truth®: Behind the Smoke Screen

Caitlyn Andres

Presentation Overview

Background info Campaign objectives Research and execution Social marketing strategies Measures of success

What is truth®?”

Anti-smoking campaign in the United States. Launched in 2000 and run by the American

Legacy Foundation. Funding from settlement with the tobacco

industry. Primary target audience: youth aged 12 to 17

years.

Campaign Objectives

To promote the truth® as an alternative brand. To change behaviours, attitudes, and social norms A decreased number of teen smokers.

Research and Implementation: Youth Involvement

Youth-driven campaign. Youth became client and provided feedback. Images and advertisements not designed by target youth.

Youth Marketing vs. Social Marketing

Shifted away from social marketing to youth marketing

Research conducted in places where youth felt comfortable

Young interviewers

Anti-Manipulation Strategy

• Provide facts and information and let youth make their own choices.

• Expose manipulation by tobacco industry. Start a social movement and give youth an alternative medium for rebellion. http://www.youtube.com/watch?v=c4xmFcrJexk

Implementation Techniques: Counter marketing

Market “the truth” as a brand

“Truth teen” vs. Smoker.

Campaign elements

Television, radio, and print advertising A website (www.thetruth.com) Cinema advertising Social networking and video sharing sites Interactive elements Events Branded entertainment integrations Partnerships with like-minded brands

The Importance of Tone

“Don’t say don’t” Use of humor and cutting-edge advertisements. Social math, buzz marketing tactics, and heavy irony.

http://www.youtube.com/watch?v=FGsqpDOT3q8

Was it Successful?

Yes! Body of research proves efficacy of truth® in changing teens’ attitudes and behaviours towards tobacco useage.

Directly responsible for keeping 450 000 teens from starting to smoke during its first four years. (Farrelly et al., 2009)

Measures of Success

Change in Beliefs Change in Intention to Smoke Current smoking declined among secondary

students.

Conclusion

Background info on truth®

Social marketing techniques

Anti-manipulation strategy

Counter marketing Measures of success

Further Resources

www.thetruth.com http://samples.jbpub.com/

9780763753771/53771_CH10_FINAL.pdf http://www.scenesmoking.org/research/trdrp3jm.pdf http://tobaccocontrol.bmj.com/content/10/1/3.full http://www.social-marketing.org/success/cs-floridatruth.html http://www.ajpmonline.org/article/S0749-3797(09)00074-9/

fulltext Essentials of Public Health Communication, Parvanta, Nelson,

Parvanta, and Harner (2011), pg. 246-251.

Thanks for discovering truth®!

Questions/ Comments?