Truth

Hey Big Tobacco, you can’t handle the TRUTH.

I was lucky enough to have the opportunity to develop work for the highly acclaimed and awarded Truth campaign, which used money from the Big Tobacco settlement to help reduce smoking rates among teens. It was recently ranked one of the top 15 advertising campaigns of the 21st century and since its launch, teen smoking has dropped from 23% to 6%.

In the launch campaign, I was the copywriter and art director on the spot called “Operation: Hypnosis” which was based on the hypnosis tapes people use to quit smoking. I thought if those tapes can actually help people stop smoking, maybe they could help Big Tobacco executives break their bad habits too. Over the next two years, the campaign evolved to give kids a peek behind the curtain and expose them to compelling and often disturbing facts and documents we uncovered about Big Tobacco. Seriously, you can’t make this shit up.