1. Uncovering the truth ® : Behind the Smoke Screen Caitlyn Andres

2. Presentation Overview Background info Campaign objectives Research and execution Social marketing strategies Measures of success

3. 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.

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

5. Research and Implementation: Youth Involvement Youth-driven campaign. Youth became client and provided feedback. Images and advertisements not designed by target youth.

6. Youth Marketing vs. Social Marketing Shifted away from social marketing to youth marketing Research conducted in places where youth felt comfortable Young interviewers

7. 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

8. Implementation Techniques: Counter marketing Market “the truth” as a brand

9. “Truth teen” vs. Smoker.

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

11. 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

12. 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)

13. Measures of Success Change in Beliefs Change in Intention to Smoke Current smoking declined among secondary students.

14. Conclusion Background info on truth ® Social marketing techniques Anti-manipulation strategy Counter marketing Measures of success

15. Further Resources www.thetruth.com http://samples.jbpub.com/9780763753771/53771_CH10_FINAL.pdf 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 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.

16. Thanks for discovering truth ® ! Questions/ Comments?