The truth® campaign is the largest youth-focused anti-tobacco education campaign ever in the United States.

It was designed to engage American teens by exposing Big Tobacco’s marketing and manufacturing practices, as well as highlighting the toll of tobacco in relevant and innovative ways. 

It is recognized as one of the most effective social-marketing efforts ever conceived. This is one of many stunts that were recorded and used for television and other broadcast media.

Accolades:
EMMY AWARD NOMINATION - Most Outstanding Commercial
NEW YORK FESTIVAL GOLD - Integrated Campaign
AAAA AWARDS GOLD - Film
ONE SHOW MERIT - Film