#LeftSwipeDat a win for the Truth campaign
If you were watching the Grammy's last night you might have seen the Truth campaign's new video promoting tobacco cessation. Truth teamed up with a ton of big names including; Becky G, Fifth Harmony, King Bach, Harley Morenstein of Epic Meal Time and Grace Helbig to name a few. This campaign is truly innovative. Truth is doing a great job at connecting with an entire generation of youth who are active online.
The commercial was particularly effective because it was starkly different than traditional anti-tobacco advertisements. There wasn't dim lighting with an anxty youth purchasing menthol cigarettes for the low price of $5.50 plus tax and your youthful skin. This was a music video for a song performed by youthful artists middle schoolers and high schoolers across the country identify with. All the members of Fifth Harmony are ages 17-22 and Becky G is 17. The most brilliant part of the commercial was the use of well-known Internet content creators. King Bach and Grace Helbig alone have huge online fanbases, with over 10 million Vine subscribers and over 2 million YouTube subscribers respectively. These communities are primarily composed of teenagers.
With such a wide range of talent involved in the creation of the commercial, Truth successfully reaches an incredibly large audience. Think about how many people saw the commercial because they were watching the Grammys. Now consider how many people looked it up afterward because they're Fifth Harmony fans! Becky G fans. King Bach fans. Epic Meal Time fans. Grace Helbig fans. Those numbers alone are incredible. And I haven't even mentioned the nods Truth makes to Internet-culture and popular fandoms throughout the entire video. They also successfully used a hashtag without appearing to try too hard at appealing to a younger generation. Check out the video here and comment if you see what I mean.
The commercial was particularly effective because it was starkly different than traditional anti-tobacco advertisements. There wasn't dim lighting with an anxty youth purchasing menthol cigarettes for the low price of $5.50 plus tax and your youthful skin. This was a music video for a song performed by youthful artists middle schoolers and high schoolers across the country identify with. All the members of Fifth Harmony are ages 17-22 and Becky G is 17. The most brilliant part of the commercial was the use of well-known Internet content creators. King Bach and Grace Helbig alone have huge online fanbases, with over 10 million Vine subscribers and over 2 million YouTube subscribers respectively. These communities are primarily composed of teenagers.
With such a wide range of talent involved in the creation of the commercial, Truth successfully reaches an incredibly large audience. Think about how many people saw the commercial because they were watching the Grammys. Now consider how many people looked it up afterward because they're Fifth Harmony fans! Becky G fans. King Bach fans. Epic Meal Time fans. Grace Helbig fans. Those numbers alone are incredible. And I haven't even mentioned the nods Truth makes to Internet-culture and popular fandoms throughout the entire video. They also successfully used a hashtag without appearing to try too hard at appealing to a younger generation. Check out the video here and comment if you see what I mean.
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