Truth

Truth aims to educate, promote health, and create community. Truth is rooted in anti-tobacco but also extends to anti-vaping as well as anti-opioids. They clearly make it a priority to not judge or shame.

These ads embrace the consumer and call back to what they already know, and hopefully already feel.

New Year’s Resolution Pitch

Much like many who arbitrarily choose New Years to be their last cigarette ever, you said December 31st would be your last hoorah, but it’s February 3rd. Just like last year, you failed. Feeling the same guilt as before, seeing the same faces of shame reinforcing that you’re still not owning up to your word, but ironically it doesn’t seem to bother you like it used to. You’re ok with it, because it’s always easier the second or third time around, but nothing has changed. You still want to quit and deep down you KNOW you should.

This ad is a reminder that you should quit but also that you wanted to all on your own. It’s not judgmental. It doesn’t shove the idea of quitting in your face. It’s not just the resolution for the year. It’s the solution.

Cancer doesn’t care pitch

My brother is a nurse. He sees patients on a daily basis with cancer who are heavy smokers. Their families come to see them, saddened, and then at times even they step outside for a smoke. Smokers know the risks and even when they see the almost inevitable end in a loved one right in front of their faces, they don’t care about the statistics. It’s not them in the hospital bed…yet.

State the obvious, based on the obvious. With a tone of indifference, the concept is to simply remind the consumer directly and transparently that smoking kills regardless. The objective is to take judgement out of the equation, take the position of the user that they don’t care, but reinforce that the results of their actions will be the same no matter what anyone feels.