Truth Initiative

Overview

The truth campaign, which helped reduce teen smoking rates from 20% in 2000 to less than 6% today, represents an integrated and iterative communications campaign that catalyzed a movement by building coalitions, creatively pushing an “evergreen” message, adapting to dramatic changes in the communications landscape, and ultimately changed our society for the better.

truth’s Eric Asche accepted the award and gave a keynote presentation at ComNet18 San Francisco.

Quote from the keynote speech

“…be outcome driven. You may not have a longitudinal cohort the same way we do, but you aren’t going to know if you’re successful if you don’t know where you’re going and what that success should look like.”

— Eric Asche, Truth Initiative

Watch the keynote

---

View more winners