truth: Left Swipe Smoking

ERIC ASCHE | CHIEF MARKETING OFFICER

INTEGRATE DC 10/27/15

TWITTER: @EASCHE

CIGARETTE USE

28%

8%

0%

5%

10%

15%

20%

25%

30%

Youth Cigarette Past 30-Day Cigarette Use: 1997-2014

All youth

Source: Monitoring the Future Survey, 1997-2014

*Youth current smokers include those who report having smoked a cigarette in the past 30 days

**All youth include 8th, 10th and 12th graders, combined

SHIFTING AGE OF SMOKING INITIATION

0

2

4

6

8

10

12

14

16

12-14 15-17 18-21 22-25

Pe

rce

nt

(%

)

Age at Interview

2002-2006

2007-2012

*NSDUH, 2002-2012

S m o k i n g I n i t i a t i o n b y Ag e a n d T i m e P e r i o d *

OTHER TOBACCO PRODUCTS

1.0% 0.6%1.3% 1.1%1.1% 1.1%

2.5% 3.9%

0%

5%

Hookah E-cigarettes

Past 30-Day use of Other Tobacco Products Middle School

2011

2012

2013

2014

4.1% 1.5%5.4% 2.8%5.2% 4.5%

9.4% 13.4%

0%

10%

20%

Hookah E-cigarettes

Past 30-Day use of Other Tobacco Products High School

2011

2012

2013

2014

Source: National Youth Tobacco Survey, 2011-2014

SOCIAL ACCEPTABILITY OF LIGHT / INTERMITTENT SMOKING

Source: 2012 NYTS data from Amrock et al. 2015.

THE SHIFTING LANDSCAPE

Very successful at driving the initiation numbers down for cigarettes

The age of initiation has shifted from teens, to include 18-21 year-olds

Proliferation of new products – increasing trial of “safer” products

Cognitive dissonance – social smoking is not “smoking”

Today’s youth do not connect with brands in the same way previous generations once did

GEN X

11

GEN Y

72andSunny + MediaCom

Creative & Media Launch PlanMarch 27, 2014

FOR TRUTH TO BE SUCCESSFUL, IT

NEEDS TO REPLACE THE FEELING OF

REBELION POWER THAT COMES FROM

SMOKING

RATHER THAN

EXCLUSIVELY

MESSAGING THE

9% OF YOUNG

PEOPLE WHO ARE

STILL SMOKING…

LET’S RALLY A

VOLUNTEER ARMY OF

THE 91% WHO WILL

MAKE THIS FIGHT

THEIR OWN &

INFLUENCE THE 9%

72andSunny + MediaCom

Creative & Media Launch Plan

March 27, 2014

BE THE

GENERATION

THAT ENDS

SMOKING.

SOCIAL SMOKING

DISRUPT THE SOCIAL ACCEPTABILITY - CHALLENGE THE

“LIVE AND LET LIVE” MANTRA

DISMANTLE BELIEFS HELD BY SOCIAL SMOKERS

• Social Smoking makes me more attractive

• Social Smoking doesn’t make me a smoker

• Social smoking helps me make meaningful connections

*ASH.org, Smoking Hot Study, 2014

The truth is, when you don’t smoke in your profile pics,

you get twice the number of Tinder matches*.

Nothing is more important to a young adult than their

perceived attractiveness / desirability from potential partners

INSIGHT

Swiping Left is a digital act of rejection that young adults are

already referencing in the real world – hijack existing

momentum

We connected the idea to pictures of people smoking and

turbocharge it into a larger cultural phenomenon.

TERM OF REJECTION

Make it cool to left swipe smoking, by making

“Left Swipe Dat” a part of young adult’s vernacular and give

them the tools to take action themselves.

Use the social currency to attack a social challenge.

IDEA

Content Driven Strategy

Focused on Engagement

Distribution Through Paid and Earned

IDEA

CAST OVERVIEW

MUSICIANS

Fifth Harmony

MAVEN

King BachBecky G Terrence Jenkins

TV PERSONALITY

10.1MM

1.8MM

188MM

2.6MM#3 song for 2014

CAST OVERVIEW

Grace Helbig Harley Morenstein

Timothy Delaghetto

YOUTUBE INFLUENCERS

Jimmy TatroAlphaCat Anna Akana

2MM 2.3MM 2.7MM 6.6MM1.1MM1MM

LAUNCH:

GRAMMY AWARDS

EARNED MEDIA

Pre-Launch Post-Launch

Bow Wow

Elton Castee

Greg Grunberg

Quincy Combs

LL Cool J

GRAMMY’S GIFTING LOUNGE

At least 35 celebrities and influencers engaged with truth

the night of the Grammy’s

• Tyler Oakley (social media sensation)

• Brandon Phillips (Cincinnati Reds)

• Rodriguez (MMA Wrestler)

• Josh Mathews (former WWE Wrestler)

• Nick Sutter (The Bachelorette contestant)

• Alison Debona (Breaking Pointe ballerina)

• CoverGirl

• SELF

• Seventeen

• Fast Company

• JustJared.com

SOCIAL

#1 trending topic on Twitter

SOCIAL

#3 trending topic on YouTube

• The two videos that were more popular was a Jimmy Fallon skit and a music video by

Sam Smith who won 4 Grammy awards that night

LEFT SWIPE DAT AS CONTENT