Truth Initiative, long known for its impactful anti-smoking ads, is launching a new initiative - EX Program. It’s a community & support based cessation program developed with Mayo Clinic that helps people quit nicotine the right way. No more cold turkey, no more shady internet hacks. It’s about the small, everyday victories that will help people free themselves from nicotine addiction.

We developed a massive awareness/consideration/conversion campaign targeting Gen Z across all touch points. We had 31K enrollments in the first 7 weeks of the campaign and racked up tens of millions of views across OLV and Social.

As seen in AdAge