5Top15:American Legacy: Truth

The truth campaign used innovative methods to effectively reach their target market, and became a leader in their industry.
The goal of this campaign was to reduce smoking. It was started on February of year 2000 and was aimed at teenagers of ages 14-19 who have not yet started smoking, but might be experimenting. They tried to spread the information about potential damages of smoking. They used innovative technics that later were adopted by other companies. Their campaign was very Succesful, and made them a leader in fighting smoking.

The Truth campaign was one of the first ones to use guerrilla marketing
One of the posters used in campaign.
Example of how Truth used walls as a part of media for their idea. It was unique tactic back then. It has later been used by other companies
This is how they tried to appeal to people's feelings. The campaign was successful: it prevented 450,000 teens from smoking.
New types of media used. Even though the campaign was cheap, they saved between $1.9bn and $5.4
They effectively reached out for their target market, who were teens 12-17.

Comment Stream

2 years ago
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5top15-american legacy; truth

2 years ago
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I really like how you made it very clear how smoking can take away lives and how we can stop it. I would bring this campaign back by showing how smoking can take away more than the life a person. We could show how second hand smokers are more affected. -Andrew Kim

2 years ago
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@AndrewKim I agree that it does an effective job of showing the adverse effects of smoking, but I think it could explains the impact of the photos

2 years ago
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This has become a part of pop culture because today we see stop smoking commercials on tv

2 years ago
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By watching these commercials, being a teenager, it catches my attention due to the fact that they use younger actors that are in movies we watch.

2 years ago
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@talhakhurshid1 Indeed, we see more anti-smoking commercials and organizations emerge, and this campaign was the first one to attract so much attention to this issue.

2 years ago
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If I was working on marketing this campaign, I would put these posters in common areas of teens and young people with simple statements of truth to stop the use of smoking. They could also have an app that allows you to state one truth about the harms of smoking and then pledge to join the truth and stop smoking.

2 years ago
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Personally, I can relate to this because my grandpa had his jaw removed because of the cancer caused by tabacco. I have seen many commercials and ads downtown Chicago.