truth - Finish It

When we won the truth business, smoking wasn’t a top-of-mind issue for this generation, and the regular scare tactics were no longer as effective. But knowing the smoking rate was at an all-time low of 9% and that teens were looking for ways to make positive change, we relaunched the truth brand with an ambitious, empowering new goal – be the generation that ends smoking.  Our rallying cry?  #FinishIT.
*I'm proud to say that we won several Effies for all the truth work and the smoking rate is now down to 5%*

After launching our movement on the VMAs, we gave our Finishers a destination to participate and keep track of their progress — a brand new website at thetruth.com.

As with any movement, it's important to report progress and take even the smallest of victory laps, so we created these short social and broadcast films to keep our Finishers updated. 

Suddenly, people began talking about truth again. Check out the press: