Uncovering the truth Behind the Smoke Screen Caitlyn

Uncovering the truth®: Behind the Smoke Screen Caitlyn Andres

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

What is truth®? ” l l 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 l l l 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 l l l Youth-driven campaign. Youth became client and provided feedback. Images and advertisements not designed by target youth.

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

Anti-Manipulation Strategy • • l l 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=c 4 xm. Fcr. Jexk

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

. “Truth teen” vs. Smoker

Campaign elements l l l l 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” l Use of humor and cutting-edge advertisements. l Social math, buzz marketing tactics, and heavy irony. http: //www. youtube. com/watch? v=FGsqp. DOT 3 q 8 l

Was it Successful? l l 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 l l l Change in Beliefs Change in Intention to Smoke Current smoking declined among secondary students.

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

Further Resources l l l l www. thetruth. com http: //samples. jbpub. com/9780763753771/53771_CH 10_FINAL. pdf http: //www. scenesmoking. org/research/trdrp 3 jm. pdf http: //tobaccocontrol. bmj. com/content/10/1/3. full http: //www. social-marketing. org/success/cs-floridatruth. html http: //www. ajpmonline. org/article/S 0749 -3797(09)000749/fulltext Essentials of Public Health Communication, Parvanta, Nelson, Parvanta, and Harner (2011), pg. 246 -251.

Thanks for discovering truth®! Questions/ Comments?