We thought you would like to hear what's happening with the truth®
campaign this summer. truth continues to evolve and connect with teens
through their 'passions' - like gaming, art, music and sports - to inspire
conversation with teens and young people around the issue of tobacco use. We
hope this brief update is helpful. As always, you can learn more at thetruth.com.
truth Tour
The 14th annual truth nationwide summer tour started
mid-June in Seattle with a stop on the Vans Warped Tour. The truth tour
will visit more than 60 cities and 30 states this summer and fall, including events
such as the US Open of Surfing in Huntington Beach, CA; GM River Days Festival
in Detroit, MI; the Major League Gaming Spring Championship in Anaheim, CA; and
Vans House Parties in Brooklyn, NY.
There are two crews of tour riders in 2013: one focused on
music-related events and a second on art, sporting and gaming-related
experiences. Tour crews draw teens near the iconic orange truth truck
and engage them providing an entrée for one-on-one conversations and
interactions for tobacco-related facts and messages. Crew members hold karaoke
challenges, fashion shows and dance contests; play trivia games; and distribute
truth "gear" - fashionable and trendy items that include tobacco
facts. This year's gear includes t-shirts, tattoos, smartphone cases and skateboard
decks.
Graffiti Collective
One highlight of this year's tour is the new truth mobile
game, Graffiti Collective. The game is inspired by a 1998 document found in Big
Tobacco's files that discusses "covertly" contacting graffiti artists
to ask them to paint for the companies "in key locations". The game's
storyline brings people together to reclaim the streets from graffiti artists
spreading propaganda and allows players to create their own unique graffiti
pieces.
Play starts with creating a "Tag", the most basic form
of graffiti in the game. As the game progresses, players acquire different
paint colors, fonts, symbols and other cool effects that allow them to create
more advanced works of graffiti. Players can post the pieces they have created
on any location of the game's map. If they see a piece they like, they can give
it "Props" which give players points, entry to new levels and access
to more advanced graffiti tools and techniques. Tobacco-related information
occasionally appears in the game with facts that correspond with game plot
points. The more engaged the user, the more tobacco facts the user receives.
Graffiti Collective is available for free download on select Apple
and Android devices.
#uglytruth
This summer truth is asking young people to choose between
sets of thought-provoking facts about how the tobacco industry characterizes
potential customers, how the industry has developed its products and the impact
of tobacco use.
Through television advertisements, integrations and digital and
social online engagement, young people are asked to decide "What's the
ugliest truth?" For example, teens are asked to decide which fact is
uglier: Big Tobacco's products kill 1075 smokers every day; or 137 people die
every day from the effects of secondhand smoke. Votes can be cast at
thetruth.com, on truth's Facebook site, or via hashtags on Twitter and
Instagram. Each fact has a specific voting hashtag and the hashtag #uglytruth
serves as a general moniker for those interested in discussing or following the
conversation around the campaign throughout the summer.
The participatory nature of the campaign sticks to truth's
longtime tenet to provide facts and then respect the ability of young people to
think for themselves. Three 30-second television spots aired between April and
June. Video-sharing, digital integrations with teen sites, partnerships
involving online personalities and ugly truth-inspired artwork
exist to spark online conversations with teens, with many elements designed to
be shared and discussed among teens.
Looking Ahead
With all of these activities Legacy's truth campaign is
busier than ever this summer. To build on these initiatives and introduce truth
to a new generation of young people, Legacy plans to make a significant
investment to expand the campaign over the next three years, including more
national television advertising. The first step in this process is conducting a
media agency review scheduled to begin this week and will be handled by Pile +
Company.
We'll keep you posted on the plans for truth in future
updates.
Sincerely,
Rebecca Carle
Senior Manager, Collaboration and Outreach
No comments:
Post a Comment