Ugly Truth Logo

Ugly Truth Logo

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ugly truth” reveals sets of thought-provoking facts, designed to illicit responses to how the tobacco industry characterizes potential customers and how it develops its products.
ugly truth” reveals sets of thought-provoking facts, designed to illicit responses to how the tobacco industry characterizes potential customers and how it develops its products.
MTV and truth teamed up to create "Girl Code:Revenge Squad," inspired by Big Tobacco. The videos reveal and create parallels between relevant girl-related topics and the ‘ugly truths’ about tobacco.
MTV and truth teamed up to create "Girl Code:Revenge Squad," inspired by Big Tobacco. The videos reveal and create parallels between relevant girl-related topics and the ‘ugly truths’ about tobacco.

“ugly truth®CAMPAIGN GETS UGLIER

New digital, entertainment integrations bolster and expand campaign-related conversations

Washington, D.C.; June 25, 2013 – /PRNewswire/ – New entertainment integrations and social media initiatives move the “ugly truth” campaign into a new phase this month, further seeding important tobacco-related facts and messages with teens and young adults. The latest advertising campaign from truth – the nation’s largest youth smoking prevention campaign – features its first television ads since 2010, and a host of marketing and digital tools to educate and connect with teens and young people through a range of digital media initiatives and entertainment integrations.

“We are pleased to extend the campaign’s three core television spots through some new content creation and entertainment with trusted partners as well as some new relationships,” said Eric Asche, Chief Marketing Officer at Legacy®, the national public health foundation that directs and funds the truth® campaign. “The questions raised through our creative concepts are fodder for wider conversations about how the tobacco industry behaves toward consumers and the toll its products continue to take on the health of many Americans. From content integration into an MTV show, to animated videos, to reality content on a YouTube channel – we are taking the ‘ugly truth’ conversation deeper and into more places where we know teens and young people gather to watch, share and discuss.”

“ugly truth” reveals sets of thought-provoking facts, designed to illicit responses to how the tobacco industry characterizes potential customers and how it develops its products. Viewers decide “What’s the ugliest truth?”, and can then cast their votes over social media as to which fact resonates with them more. Teens can vote for the ‘ugliest truth’ at thetruth.com, on truth’s Facebook site, and via hashtags on Twitter and Instagram.

The campaign’s three 30-second television spots first launched in April with the spot “1075 vs 135.” “Poop Vs. Pee” followed in May and “Stereotypes Vs. Profiling” will launch later this month. The television spots served as the platform to highlight tobacco industry practices and drive online engagement. As of June 1st, thetruth.com had received more than 200,000 votes, with people weighing in on various ugly truths. Building upon this momentum, truth is launching the second phase of its “ugly truth” campaign with a variety of new digital and entertainment integrations that will further the conversations with teens.

WEB AND INTERACTIVE:

ANIMATIONS:
Six short 30-60-second animations will be featured on thetruth.com and on truth’s YouTube page. The spots bring to life various ugly truths. Lead creative agency Arnold Worldwide worked in partnership with four animation partners on this initiative, including Radar (Chicago), Zanimation (Los Angeles), Black Math (Boston), and Rated Content (New York).

Each animation features a different tobacco-related fact, interpreted through animation. Like the television spots that anchor the campaign, viewers are encouraged to “vote” for the various animations based on the facts.

Animation Listing

INTEGRATIONS:

Adult Swim
truth and Adult Swim are working together to create an original :30 animated spot to air in relation with the Adult Swim animated series, China, IL. The program focuses on two brothers who teach at a state university in China, IL. The health-related animated spot will illuminate the fact that there are more than 7000 chemicals in cigarette smoke, yet Big Tobacco does not have to list any ingredients on its packaging. The spot is currently airing nightly on the network.

VH1
truth-related segments recently aired on the VH1 program “Best Week Ever” – a weekly program featuring comedians analyzing the week’s developments in pop culture, entertainment and celebrity gossip, and offering their unique commentary.

One segment features comedians offering their perspective on truth’s “Poop vs. Pee” segment and another on truth’s animated spot “More Than.”

TeenNick
truth and TeenNick, Nickelodeon’s 24-hour network for teens and tweens, are teaming up for a :30 ugly truth vignette featuring characters from the popular teen drama, Degrassi. The spot will air on TeenNick the week of June 17th, leading up to the Degrassi Prom Special premiering on June 21st at 9 p.m. ET.

MTV
MTV teamed up with female comedians and bloggers to develop a new and innovative series called “Girl Code,” that ignites debate about what it takes to survive as a girl in today’s world. The show’s content and tone allowed the perfect opportunity to speak with truth’s audience in a bold, yet honest way. MTV and truth created original short-form videos called “Girl Code Revenge Squad,” inspired by Big Tobacco. The videos, featuring “Girl Code” talent, reveal and create parallels between relevant girl related topics and the ‘Ugly truths’ about tobacco. Airing during commercial breaks with episodes of “Girl Code”, the girls of “Girl Code” take on an A-Team show style and face common challenges that resonate with young women, with each video concluding with a tobacco-related fact. All of the “Girl Code” videos can be viewed here: http://truth.mtv.com.

INTERNET ICON, Season 2

truth teamed up with the popular YouTube channel The YOMYOMF Network (You Offend Me You Offend My Family) by having a branded integration in the second season of the Internet Icon program, a reality competition series focused on producing short videos under time constraints in an effort to discover the next big YouTube, personality, also known as the next “Internet Icon!”

Icon contestants competed in a series of challenges designed to highlight their creativity and filmmaking skills – all in an effort to become an internet sensation. Several different truth-related elements were featured in Season 2, as well as behind the scenes exclusives to each episode:

Alloy Digital
Mark Crilley: Author/illustrator Mark Crilley created a custom video inspired by the ugly truth that “For 50 years tobacco companies denied smoking causes lung cancer and emphysema.” The campaign-related fact is illustrated in a time-lapse format. The video is posted on his YouTube channel and shared across truth’s social media properties.

CHALLENGES:

The Sound of Methane
truth is sponsoring a user-generated "sounds of methane” contest. truth will be providing a sound-less clip from the “Poop Vs. Pee” commercial. Fans will then create their own fart noises to serve as a soundtrack to the video.

deviantART
deviantART is the largest online social network for artists and art enthusiasts. A challenge appearing on the site will ask users to draw inspiration from one of four ugly truth facts, including:

Artists will submit examples of their ugliest Monster, Giant, Mutant or Undead art. The contest ends June 23. Finalist artwork will be displayed on truth’s social media properties.

CREDITS

PHD of New York City developed and implemented the media buying strategy for the new integrations.

BACKGROUND ON THE truth CAMPAIGN
A growing body of research has confirmed the efficacy of the truth campaign in changing teens’ attitudes and behaviors toward smoking. A study published in the May 2009 issue of the American Journal of Preventive Medicine (AJPM) found that truth was directly responsible for keeping 450,000 teens from starting to smoke during its first four years, from 2000 to 2004. A second paper in that same publication found that the campaign not only paid for itself in its first two years but also saved roughly $1.9 billion and possibly up to $5.4 billion in medical care costs to society.

truth® is the largest national youth smoking prevention campaign and the only national campaign not directed by the tobacco industry. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth gives teens facts and information about the tobacco industry and its products, allowing them to make their own informed choices about tobacco use. Research-proven as an effective public health intervention, the campaign is credited with keeping hundreds of thousands of teens from starting to smoke. To learn more, visit www.thetruth.com. truth is directed and funded by Legacy, a national public health foundation located in Washington, D.C. Legacy was created as a result of the November 1998 Master Settlement Agreement (MSA) reached between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about Legacy’s life-saving programs, visit www.LegacyForHealth.org.

Follow us on Twitter @truthPR

Contact

Patricia McLaughlin
Legacy
202-454-5560
pmclaughlin@legacyforhealth.org
Follow us on Twitter: @truthpr

Michael Joshi
Legacy
202-454-5767
mijoshi@legacyforhealth.org