Truth Initiative is America’s largest nonprofit public health organization dedicated to a future where tobacco and nicotine addiction are things of the past. Our mission is clear: achieve a culture where young people reject smoking, vaping, and nicotine.
In the "Everything Sucks" campaign for the non-profit organization Truth, my focus was on driving a robust Paid Media Strategy.
The approach involved meticulous budget allocation and optimization to maximize campaign impact. My role included guiding the client's media team, identifying and targeting the ideal audience, and effectively managing traditional media vendors. This strategic approach was designed to enhance awareness, increase reach and visibility, and notably boost engagement for Truth's new TikTok handle, @letsstopsucking, and its content. Through proactive and open communication with the client, I ensured the campaign adapted seamlessly to changes, aligning it with the core objectives for success.
129M VIEWS
150% GROWTH RATE
91K ENGAGEMENTS
