The Truth Initiative and CollegeHumor partnered to put the dangers of smoking and vaping to music. These low-key bangers stayed authentic to their genres to relate to Truth’s 18-24 year old target.
Results
9.6MM Views / 72K+ Engagemenets
Awards
AdAge Creativity - Pick of the Day
2018 Shorty Social Good Awards - Nominee, Best Media Partnership
2019 Shorty Social Good Awards - Winner, Media Partnership, 2019 Streamy Awards - Honorable Mention, Social Good
A rapper making a vape anthem has a healthy realization about the social dangers of vaping mid-song
Associate Creative Director: Mike Bartlett
Writer: Mike Bartlett
Director: Tim Nackashi
A “Big Tobacco Exec” sings a confessional country tune to issue a court-ordered apology
Associate Creative Director: Mike Bartlett
Writer: Mike Bartlett
Director: Jeff Venable
A city slicker dresses like a cowboy and stands in fake moonlight.