truth - Finishers Social

When we took on the truth account, we also took on the day-to-day social knowing what an important tool it is to reach a young audience and keep them involved in the fight to end smoking. The key was not just using our channels for one-off posts or for more ads, but as a way to empower and activate them to #FinishIT. Here are a couple of highlights from the last couple of years. 

truth x Kevin Lyons: We that Generation Mural & Shoe
Being a not-for-profit, truth often looks for new revenue streams. We teamed up with Vans and artist Kevin Lyons to create, not just another sneaker, but a piece of art that teens could wear. We started by asking our fans on social to share their empowering #FinishIT messages. 

Kevin himself chose some of the best messages and included them as sayings for his iconic monsters on a truth mural he painted in Raleigh, NC (The heart of tobacco country). That mural, including fan messages, ultimately became the art pattern for our new truth x Kevin Lyons x Vans shoe. 

truth x Faust: Rollcall Twitter Activation
As a thank you to truth's insanely dedicated Twitter followers we collaborated with infamous street artist Faust to draw over 1000 custom graffiti tags of their usernames live on Periscope.

Earth Day 2016 & 2017
Fact: Cigarettes are the most littered items on Earth. For some unknown reason many think it's ok to flick their butts on the ground. Maybe because they're small and they think nobody will notice? Well it all adds up and we noticed. So we made some animated films for Earth Day 2016 and 2017 to fight the problem. We even won a Shorty and a Webby for it.