2012 Bronze Effie Winner “Unsweetened truth”

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While environmental factors and successful media campaigns were making it ... Increase in average response rate on truth social properties including Facebook ...

2012 Bronze Effie Winner

“Unsweetened truth” Category: Goodworks – Non Profit Brand/Client: truth / Legacy for Health Lead Agency: Arnold Worldwide Contributing Agencies: PHD

Strategic Challenge Every year, Big Tobacco spends $10.5 billion to market its products 1. And every year in the U.S., tobacco kills more Americans than AIDS, alcohol, car accidents, murders, suicides, drugs and fires combined 2. Nearly 80% of smokers will try their first cigarette before age 183. Therefore, it is critical that this impressionable audience be inoculated from the billions of dollars Big Tobacco spends each year 4 getting new customers hooked on their deadly products. Since its inception in 1999, truth’s mission has been to reduce tobacco use among America’s youth. After truth’s first four years, there were 450,000 fewer teens who tried smoking as a direct result of the truth campaign5. Over the past 10 years, great progress has also been made in the implementation of smoke-free laws leveled in some states that prohibit smoking in indoor worksites, restaurants and bars. These laws not only reduce teen exposure to second-hand smoke but also limit the opportunities they have for smoking. These factors, combined with tax hikes that make cigarettes cost as much as $10 a pack, have brought smoking rates to an all-time low. The start of the new decade, however, has brought a whole new set of challenges for tobacco control. According to a report by the Campaign for Tobacco-Free Kids, states have cut funding for tobacco Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

prevention and cessation programs to the lowest level since 1999, when they first started receiving tobacco settlement payments6. truth’s budgets have declined dramatically, down by over half of its original levels. truth’s target is 12 to 17-year-olds who are open to or are experimenting with smoking. The new crop of teenagers face a different world than the generation before them. This is a group of teens who lived through an historic recession and are still facing record levels of unemployment. They have experienced corporate and government scandal and the explosion of technology that makes all this information, real or not, available to them 24 hours a day. In this new environment, tobacco just doesn’t seem as risky to a teenager as it did before. On top of this, Big Tobacco was not going to leave billions of dollars of profits on the table with the lowering trend in smoking. While environmental factors and successful media campaigns were making it harder for a teenager to puff a cigarette, Big Tobacco was providing new and innovative products such as snus, flavored cigars and little cigars that all delivered high quantities of nicotine. And, to make matters worse during a down economy, we have observed in convenience stores that these products were priced much cheaper than cigarettes, often costing between $1 and $7. Therefore, our strategic communications challenge was to expose Big Tobacco’s latest marketing tactics and new product initiatives for getting consumers hooked on their addictive product. 1

Federal Trade Commission: Cigarette Report and Smokeless Tobacco Report for 2007 and 2008. Released in 2011. http://ftc.gov/opa/2011/07/tobacco.shtm 2 CDC. Annual Smoking-Attributable Mortality, Years of Potential Life Lost, and Productivity Losses—United States, 2000-2004. MMWR 2008; 57(45): 1226-8. Table. Averages for annual causes of death 2000-2004 calculated from National Vital Statistics Reports, Deaths: Final Data, years 2000-2004. 2011 3 Mowery PD, Brick PD, Farrelly MC. Legacy First Look Report 3. Pathways to Established Smoking: Results from the 1999 National Youth Tobacco Survey (NYTS). Washington DC: American Legacy Foundation. October 2000. 4 Federal Trade Commission: Cigarette Report and Smokeless Tobacco Report for 2007 and 2008. Released in 2011. http://ftc.gov/opa/2011/07/tobacco.shtm 5 Farrelly, MC., Nonnemaker, J., Davis, KC. Et al. (2009). The Influence of the National truth® Campaign on Smoking Initiation American Journal of Preventive Medicine (36) 5; 379-384. 6 A Broken Promise to Our Children: The 1998 State Tobacco Settlement 12 Years Later. (2010). Campaign For Tobacco-Free Kids.

Objectives 1. Fuel negative perceptions toward Big Tobacco Published research by Legacy has shown that negative perceptions toward Big Tobacco are a key indicator of teens’ intentions not to smoke7. KPI: • Increase the percentage of our audience who feel negatively about Big Tobacco as compared to our last campaign. 2. Increase engagement with the brand truth doesn’t benefit from having a product on store shelves to drive continuous reinforcement of our brand. Research has shown that when truth goes off air, teens move on. Because of this, it is imperative that truth continually exposes teens to our message and finds relevant ways to entice teens to engage with our brand. Therefore, our second objective was to increase engagement with our brand through provocative content, games and videos. KPIs: Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

• Sustained increase in aggregate truth property visits throughout the 3-month run of the campaign. Increase in average response rate on truth social properties including Facebook and YouTube. 8

Farrelly, M.C., Healton, C.G., et al. Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns. (2002). American Journal of Public Health. 92:6; 901-907.

Insight Each year, Legacy completes an exhaustive competitive review to detail the locations and amounts of Big Tobacco’s measured media spend and to analyze current branding and advertising messaging. During the research for this report in 2010, it was found that Big Tobacco was investing heavily in expanding its smokeless industry. In fact, they came out and said as much. The Product Director for cigarettes and tobacco for McLane Co. was quoted as saying, “Pouches are a significant part of growth [in the smokeless category] because it’s an entry-level product and more palatable.8” Similarly, it can be inferred from the messaging in Camel print ads that they were attempting to market smoke-free tobacco products as the solution for current or prospective tobacco users who could no longer light up. Ads for Camel Snus appeared in magazines such as Rolling Stone and Sports Illustrated. Headlines for this campaign proclaimed, “Before, During and After. Boldly go everywhere.” But what really led to the core idea of the campaign was the discovery, through agency analysis, that Big Tobacco was adding over 45 different flavors to their various tobacco products. Newer products such as snus were now available in flavors like Frost, Mellow and Winterchill, and other products such as chewing tobacco and cigarillos were being “sweetened” with flavors like chocolate, vanilla, cinnamon, strawberry and tangerine9. 8

Furore, Kathleen. OTP Trends. http://www.csnews.com/print-article-otp_trends-1335.html (2011). See “45 Candy Flavor Source Document.”

9

The Big Idea Let’s expose Big Tobacco’s newest tactics for getting new customers hooked on tobacco by posing the question, “Why do they make tobacco taste sweet?”

Bringing the Idea to Life The question, “Why do they make tobacco taste sweet.” was first posed to audiences in the form of a 30second cinema spot where we brought together six people suffering from horrific tobacco-related diseases. In iconic truth style, we assembled our cast of “singers” on an over-the-top, sugary-sweet parade float that rolled through the heart of Hollywood amidst hundreds of onlookers. We captured authentic reactions to our cast as they sang about the 45 candy flavors, from berry blend to sour apple to wintergreen, that Big Tobacco uses to sweeten and help sell its products.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

In focus groups, we found that the most compelling element of the spot was the fact that the singers were real people. We’ve found that teens often feel invincible; the idea of death doesn’t resonate with them since they feel that it’s something they’ll have to face eventually, but not for a very long time. Teens had a visceral response when they watched someone like Gruen, one of our cast members who was diagnosed with mouth cancer at the age of 17 as the result of chewing tobacco. He has since had to have his entire jaw removed. To truly engage the audience, we extended the story of our singers into a “Day in the Life” series with 24 web-exclusive videos that showed the daily struggles they face. While anchored on thetruth.com, our goal was to embed the videos into the digital touch points teens interact with daily. Since nearly threequarters (73%) of teens who are online use social networking sites, we seeded the videos across truth’s social communities on Facebook, YouTube, MyYearbook and MySpace10. A highly targeted buy on Facebook helped quickly drive awareness of the campaign within our target audience. We employed a mix of polling and video ads along with sponsored story ads to allow teens to view the “Day in the Life” videos and immediately comment on and/or like them. To further increase engagement with our cast and the brand, and to incite negative attitudes toward Big Tobacco, we invited our Facebook community to have a direct conversation with our singers through an open call for questions, such as this posting: “Anything else you want to know about a tracheotomy? Then ask Steve (one of our cast members) here, and we’ll pick the best questions for Steve to personally answer. Check back to see more videos in this series.” The following week, this message was posted: “Would your friends stand by you, no matter what happened? Steve’s didn’t. Ask him about losing friends, or anything else you want to know about his life with cancer, and he’ll answer the best questions personally.” On thetruth.com, we again encouraged interaction. Visitors to the site could select a singer to learn more about them. An interactive module showcased each singer’s biography, photo and videos. An embedded Facebook feed just below the module allowed viewers to respond in real time and see others’ comments. We partnered with sites such as UGO and Ology to bring this rich site experience to the media outlets where teens were already spending time. A takeover on UGO surrounded the site’s content with the look and feel from the campaign, while megastitial units provided access to the 24 campaign videos. To pique interest and drive traffic to thetruth.com, visually arresting rich media banners revealed the physical ailments caused by tobacco-related diseases. The banners ran across sites such as MyYearbook, Giant Realm, College Humor, and other teen-targeted sites. Pre-roll featuring the cast also ran within the video content of these sites and encouraged teens to visit thetruth.com to learn more about what it’s like to live with a tobacco-related disease. Another strategically important medium in our engagement plan was truth’s mobile site. As of 2010, seventy-five percent of teens owned a cell phone and, of those teens, over a quarter (27%) went online using their phone11. We had learned from past campaigns that a growing amount of traffic to the site was coming from mobile devices, so we made all of the Unsweetened truth videos accessible on truth’s mobile site. We had the most significant mobile online buy in the brand’s history with a full 39% of the online media plan in mobile properties. Mobile banners, pre-roll and interstitials were distributed on sites such as Flixster and Mobile Theory to tease content and drive traffic to the site. On a branded channel on Myxer’s mobile site, teens could download truth phone wallpapers or a ringtone version of the Unsweetened truth jingle. We also partnered with Disney’s Tapulous, one of the most downloaded apps in the Apple App Store, to offer the Unsweetened truth jingle as a featured track. Gamers downloaded the track for free to Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

transform their Tap Tap experience into a truth-branded game. 10

Lenhart, Amanda, Kristin Purcell, Aaron Smith and Kathryn Zickuhr. Social Media and Young Adults. http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx (February 2010). 11 Teens and Mobile Phones. http://pewinternet.org/Press-Releases/2010/Teens-and-Mobile-Phones.aspx (April 2010).

Communications Touch Points Interactive

☐TV

☐Retail Experience

Display Ads

☐Spots

Web site

☐Branded Content

Digital video

☐Sponsorship

Video skins/bugs

☐Product placement

Social Networking Sites

☐Radio

☐Podcasts

☐Spots

☐Product Design

☐Newspaper - print

Cinema

☐Newspaper - digital

☐WOM

☐Transit

☐Custom Publication

☐Consumer Generated

☐Billboard

☐Direct

☐Place Based

☐Mail

☐Viral ☐Other

☐Other

☐Email

☐Ambient Media ☐Consumer Involvement

☐Airport

☐Magazine – digital

☐Buzz Marketing ☐Sampling/Trial

☐OOH

☐Magazine - print

☐Retailtainment

☐Wraps

☐Packaging

☐Trade/Professional

☐Sales Promotion

☐Tagging

☐Other

☐Print

☐In-Store Merchandizing

☐Street Teams

Mobile

☐Program/content

☐In-Store Video

☐Guerrilla

☐Gaming

☐Merchandising

☐POP

☐Trade Shows

☐PR

☐Sponsorship

☐Events

Media Expenditures Sept 2010 – Aug 2011

YEAR PRIOR: Sept 2009 – Aug 2010 ☐Not Applicable

☐Under $500 thousand

☐$10 - 20 million

☐Under $500 thousand

$10 - 20 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$1 - 2 million

☐$40 – 60 million

☐$1 - 2 million

☐$40 – 60 million

$2 - 5 million

☐$60 – 80 million

☐$2 - 5 million

☐$60 – 80 million

☐$5 - 10 million

☐$80 million and over

☐$5 - 10 million

☐$80 million and over

Owned Media Sponsorship N/A

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Additional Marketing Components: None ☐Pricing Changes ☐Couponing ☐Leveraging Distribution ☐Other (Please Explain) 

Reach: National

Results How do you know it worked? Fuel negative perceptions toward Big Tobacco Through Legacy’s online tracking study, there was an 8 percentage point increase among the truth audience in negative attitudes toward Big Tobacco from the previous year 12.

Increase engagement By June, visits to all truth properties were up by 19.8% from the previous year 13. The campaign also successfully sparked engagement across truth social properties. Legacy research found that 23% of 13 to 24-year-olds who had seen the Unsweetened truth 30-second spot reported having talked about this ad online (Facebook, blogs, online posting, etc.) This was up from 15% from the previous campaign14. The increased social response was especially strong on Facebook, where the truthorange fan page increased by 49% in the first month of the campaign. 12

Legacy Media Continuous Tracking Online Google Analytics, June 2010 and June 2011. 14 Legacy Media Continuous Tracking Online 13

Why are these results significant? This campaign is significant because it ran at a time when tobacco was seen as a no-interest category, yet Big Tobacco was introducing new products and flavors. truth was able to engage teens on the topic of flavored tobacco and incite their negative attitudes toward Big Tobacco. This is important because we know from Legacy’s published research that awareness of previous truth ads was associated with an Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

increase in negative attitudes toward Big Tobacco and that the truth campaign has contributed significantly to the drop in smoking prevalence among teens15,16. 15

Farrelly, MC., Davis, Kevin C., et al. (2005). Evidence of a Dose – Response Relationship Between “truth” Antismoking Ads and Youth Smoking Prevalance. American Journal of Public Health. (95)3; 425-431. 16 Farrelly, MC., Davis, K., Duke, J., et al. (2008). Sustaining ‘truth’: changes in youth tobacco attitudes and smoking intentions after 3 years of a national antismoking campaign. Health Education Research.(36)1; 42-48

Anything else going on that might have helped drive results? Nothing else that we know of would have played a role in driving these results.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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