The Truth Campaign

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The Truth Campaign

• Craig Anderson
• Scott Bittinger
• Shefali Desai
• Allison Hearty
• Kate Seguin

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Background

• The largest public-health crusade in U.S. history
  is being financed with 1.5 billion from the 1998
  legal settlement between tobacco companies and
  all 50 states.
• The ad is part of an effort coordinated by the
  American Legacy Foundation, a nonprofit group
  that plans to use television, radio, magazine
  advertising, the Internet and grassroots
  campaigns to discourage smoking.
• Central to the group's strategy is the creation
  of a brand for teenagers named "Truth." They hope
  the brand will compete with the cigarette makers'
  iconic Marlboro, Camel and Lucky Strike brands.
• Objective of the campaign
• Target teens 12-17
• Reduce youth tobacco use by changing the attitude
  of teens about tobacco and the tobacco industry
• Reduce the availability of and youth access to
  tobacco products
• Reduce youth exposure to second-hand smoke and
• increase youth empowerment through community
  involvement.

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The Truth Campaigns

• Television Commercials
• The Survey
• The Replacement Smokers
• Coroner
• Epidemic
• The Smoking Machine
• Hair
• Fire
• Laffins Kids

• Print ads
• Cha Ching
• Billboard
• Ammonia

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Teens 12-17

• Generation Y, Echo Boomers
• Generation Y is a confident, self-reliant,
  optimistic and positive generation
• To reach Generation Y, Marketers need to
• Craft products and pitches that are more
  realistic
• Make their campaigns more subtle and more local
  to regain trust
• Use national TV Campaigns that are funny,
  unpretentious, and often confusing to older
  consumers

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Marketing Strategies

• This marketing campaign, which used teen input in
  every phase of its development, included 33
  television commercials, seven billboards, eight
  print ads, and four posters.
• The ads depicted real teenagers taking on the
  tobacco industry at the Teen Tobacco Summit and
  statewide Students Working Against Tobacco (SWAT)
  functions.
• In order to engage teens, the campaign
  incorporated a variety of in-your-face styles,
  using everything from edgy humor to high
  technology
• Other forms of Marketing
• youth advocacy groups
• the enlistment of celebrities and politicians to
  encourage petitioning of the entertainment
  industry to portray smoking more accurately and
  to denormalize its use.

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Brand Positioning

• The Truth Campaign Brand builds a positive
  tobacco free identity by countering the marketing
  efforts of the Tobacco industry.
• They compete with the brands such as Joe Camel
  and the Marlboro Man
• They compete with Philip Morris Think Dont
  Smoke anti smoking efforts
• Consumers attitude to the brand is positive
  because 70 percent of smokers want to quit. Only
  about 5 actually succeed every year.

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Changing Attitudes

• The Truth campaign turned smoking cigarettes
  from a form of rebellion to a form of conformity
• The truth campaign showed teens how they were
  being coaxed into smoking and how they were
  expected to smoke.
• So, instead of turning against parents and
  smoking, teens turned against cigarette companies
  and refused not to smoke
• The desired state for the teens remains the same
  independence/rebellion
• However, the truth campaign changed the
  perceived actual state of teens so instead of
  believing they were being "controlled" by
  parents, health officials, gov, school, etc...
  the truth campaign convinced teens that they were
  being manipulated/ controlled by cig companies
  and that that was "the truth"

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Analyzing Consumer Behavior

• Number of teenagers increased during much of the
  90s and is expected to rise
• Marketers are directing ads to teenagers, who are
  increasingly given the task of buying products
  for the family
• Consumers fit the classification s of actualizers
  or experiencers
• Acutalizer successful, active, sophisticated
  consumers with many resources and high self
  esteem. They place high importance on image
• Experiencer young,enthusiastic, impulsive
  consumers who like to take risk, variety, and
  excitement. Because of their age, they have not
  formulated life values, behaviors, or political
  affiliation.
• Behavior is easier to change when they are younger

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Exposure

• This particular campaign has chosen the routes of
  the Internet, television, and magazines.
• Their "shock factor," is a great idea for
  avoiding zapping
• They are able to avoid overexposure
• Orange dot acts as a stimulus
• Use of real people in a bold and honest way
  represents the surprise factor
• Location may also have an important role to play
  because all the ads that are filmed in NYC are
  impacting the "real" crowds watching them being
  filmed.

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Exposure Magazine

• Magazine advertising schedules for the leading
  tobacco brands produce a high level of "effective
  reach" among teens 12-17. Effective reach is
  simply the percentage of people in the target
  audience who receive the advertising message
  frequently enough (usually five times or more in
  a year) that they become aware of the message and
  comprehend its content.
• The leading tobacco brands reached a majority of
  teens with five or more exposures, which almost
  ensures that their brand advertising will be
  memorable and impactful

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Attention

• The Truth Campaign gains attention by its hard
  hitting facts with humor.
• It appeals to Generation Y because of its use of
  real people, and real problems
• Use of the orange dot can be easily recognized
  with the Truth Campaign
• Use of the orange strain of yarn

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Comprehension

• The ads were easy to follow and understand but
  did not address the following
• The Truth recognized that although everyone knows
  about the Surgeon General's warning on
  cigarettes, very few seem to comprehend why the
  warning is actually there.
• There is high awareness among the general public
  and among smokers of the health risks of tobacco.
  
• Most are aware of the harm caused to smokers and
  by second-hand smoke.
• However, the public views the effects of
  light/mild cigarettes as less serious than those
  of smoking in general.
• Smokers are less convinced that non-smokers of
  the health risks of smokers in general, the
  effects of light/mild cigarettes, and the effects
  of second-hand smoke.
• There is some confusion about light and mild
  cigarettes and considerable skepticism of
  industry motives in this regard.
• Most think that the tobacco industry labels
  cigarettes as light or mild because the industry
  wants to appeal to smokers who are concerned
  about their health and wants to suggest that
  light/mild cigarettes are healthier.

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Attracting/ Retention/Behavior

• The Truth Campaign attracts those who have been
  exposed to smoking.
• Evokes feelings
• Facilitates Memory due to repetition of exposure,
  aids personal linkage by using real people, and
  it uses humor to affect behavior.
• 15.6 billion fewer cigarette sales, a decline of
  3.8
• Approximately 3.9 billion cigarettes are given
  away annually since 2000

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Strength/ Weakness

• Shock Factor
• Surprise Factor
• Well targeted
• Imitating WOM makes it trustworthy
• High level of exposure, and extensive reach

• Risky- limited control over how public will react
• Messages perceived as offensive

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Hierarchy of Effects

• High Involvement Hierarchy
• Cognition Affect Behavior
• First Consumers are made aware of the brand
• They become affected by the message, and the
  image displayed on the ad
• They make a decision whether to continue to smoke
  or quit

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Foote Cone Belding Model

• Motives for buying into the Brand
• High involvement, High Thinking, High Feeling
• The Truth Campaign is an informative message,
  that appeals to the self, and maintains awareness

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Debate with Phillip Morris Campaign

• Think, Dont Smoke
• Targets those who already do not smoke
• Neglects the long term health effects
• Least effective
• Relied on opinions, as opposed to facts.
• Due to the loss of market share, companies are no
  longer obligated to fund the campaigns.

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Success of the Truth Campaign

• The Truth campaign, as a whole, seems to do a
  fair job at constantly reminding consumers
  through repitition, elaboration (especially
  self-referencing), consistency, and
  easy-to-remember stimuli
• 75 of all 12-17 year olds in the nation could
  accurately describe at least one of the truth
  campaigns.
• 90 said the ad they saw was convincing
• 85 said the ad gave them good reason to not
  smoke
• Body Bags was the most effective Truth Ad
• Simple and direct

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Interesting Facts

• 75 of all 12-17 year olds in the nation could
  accurately describe at least one of the truth
  campaigns.
• Teenagers smoke more than a billion cigarettes a
  year resulting in retail sales worth over 400
  million.
• It is estimated that 55 of young men and 51 of
  young women who started smoking by age 15 will
  die before age 70 if they continue to smoke.
• Each year, 2,204,837 are introduced to smoking
  for the first time
• The average beginning age for smokers is 14.5
  years old. Few individuals take up the smoking
  habit after the age of 20.
• About 1 out of every 5 deaths in the US can be
  attributed to tobacco products
• Every eight seconds, someone in the world dies
  due to tobacco.

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Recommendations

• Use of Radio to get message across
• Find another source of funding for the campaigns
• Extend the brand line by implementing Anti
  Drinking ads
• Take the idea of localizing the campaign to
  different countries and have a world wide
  campaign
• Reduce the knowledge gap that exist between
  consumer and the Brand
• Use of more Non-traditional Marketing
• Use of more then just one way broadcast. Try
  direct mail, event sponsorship

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Questions???