“A study by the Truth Initiative shows that its campaign efforts to reduce smoking in the U.S. are working.
According to the study, which was published in the International Journal of Environmental Research and Public Health, U.S. teens and young adults aged 15 to 21 reported that they smoked less and were less likely to take up habitual smoking after being regularly exposed to Truth campaigns over a 12-month time period. The age is important considering 99 percent of adult smokers say they started by the age of 26, according to Truth.
The report estimated that through the ads, Truth and creative agency 72andSunny prevented approximately 301,930 Americans in this age group from becoming smokers during the 2015 to 2016 year. The nonprofit said these results suggest strong branding and strategic ad placement—with the focus being on digital and social, the most relevant platforms for this all-important young audience.”