Reaching the Goals

"the truth" campaign emphasizes its use of positive marketing and uses this strategy to its advantage when addressing their audience.

• using positive marketing via social media has proven to be effective on changing behavior on a population level

Adolescents have an urge for independence, rebellion and personal control and the truth relates to them through images of appealing lifestyles that do not including using tobacco products.

• 80% of smokers start before age 18, so the truth targets ages 12-17

Effective? 

• it has been statistically shown that the number of smokers in the youth population decreased by 450,000 in the first four years
• in the first two years, the truth saved our country somewhere between $1.9 and $5.4 billion in Healthcare costs