Truth - Left Swipe Dat

Background:

Truth Initiative® is America’s largest non-profit public health organization dedicated to making tobacco use something of the past. Truth spreads the truth about tobacco through education, tobacco-control research and policy studies, community activism and innovation in tobacco dependence treatments. The brand needed an updated creative approach into the minds of teens lighting up . 

Creative Approach:

 A study by Action on Smoking & Health showed that smoking photos on dating apps receive nearly twice as many rejections, or "left swipes," as photos of nonsmokers. So, we reignited the conversation about tobacco use among teens, adults and the media through an integrated marketing campaign and national media strategy. Hero content debuted at the 2015 Grammy Awards, featuring music and YouTube influencers encouraging left swipes on pictures of teens lighting up on dating apps. 

Outcome: 

The "Left Swipe Dat" campaign delivered the message to app-using Gen Z/Youth that smoking is both unattractive and fatal. The campaign received mass media attention and won Cannes Lions 2016 Non-Profit Campaign of the Year.