truth^® “Left Swipes” Smoking Pics with Becky G, Fifth Harmony and other Internet Icons

“This is a funny video, but it also has a powerful message,” said Becky G. “I was excited to work with truth because I know that this is an issue that our generation can own and win. It’s an issue that impacts each and every one of us!”

Thanks to the rise in dating apps and social media, the term “Left Swipe”, used to define something as unattractive, has made its way into everyday conversation. Research from online dating apps shows that profile pics that include smoking get almost twice as many “left swipes” as those that do not.

“Our hope is that by calling attention to this fact, we can maintain the forward momentum that we’ve started on reducing teen cigarette smoking rates,” said Robin Koval, CEO and president of Legacy, the national public health foundation that directs and funds the truth campaign. “We’re at 8 percent, it’s a big win, but Big Tobacco isn’t walking away, and neither should we. New and emerging products, like hookah and flavored cigars, are gaining popularity with teens and we hope that ‘left swiping’ extends far beyond just traditional cigarettes.”

“Left Swipe Dat” is filled with clever lyrics and comical scenarios that show why smoking selfies on social media and dating sites are being “Left Swiped”. Known for his unique music video collaborations, Director X joined truth to craft the video to draw attention to the fact that any amount of smoking is still considered smoking. More than 50 percent of young adults admit to social smoking but social smokers do not identify as smokers. A recent study found that one in four teens believe that smoking some days, but not every day, poses no harm to them at all. One in three youth smokers will eventually die from tobacco-related diseases, making tobacco a critical discussion topic still today. An overwhelming majority – 92 percent of teens – don’t smoke cigarettes, which makes the timing ideal to reinvigorate this issue because ending this problem is achievable.

truth aims to spark conversations about tobacco and, with that goal in mind, launched the Finish It campaign in August 2014. Through this current Finish It campaign activation, “Left Swipe Dat”, truth hopes to empower people to understand the impact they can make on this issue. As a whole, this generation can be the one that ends tobacco for good, and spreading that message via a music video takes the campaign to a whole new level.

“When we launched Finish It with truth last August, we challenged young people to make it their personal mission to be the first tobacco-free generation. In return, they asked for two things: More ‘truth’ and specific things that they can do to help Finish It. ‘Left Swipe Dat’ answers both,” said Glenn Cole, Founder and Chief Creative Officer at 72andSunny.

View “Left Swipe Dat” in its entirety at: YouTube.com/truthorange or visit thetruth.com to “X Your Profile”, share the “Left Swipe Dat” video using #LeftSwipeDat. Create your own version of “Left Swipe Dat” and share it with truth by using #LeftSwipeDat on social media sites for a chance to be featured in the next version of the video.

“Left Swipe Dat” and the Finish It campaign was created by Legacy and its creative agency of record: 72andSunny. Media planning and buying is handled by Assembly, truth’ s media agency of record. Additional video credits include:

Chief Creative Officer/Founder: Glenn Cole
Composer: Adam Schlesinger
Group Creative Director: Mick DiMaria
Group Creative Director: Justin Hooper
Writer: Rebecca Ullman
Designer: Sarah Herron

Full Cast:
Becky G, singer
Ally Brooke Hernandez, Normani Hamilton, Dinah Jane Hansen, Camila Cabello, and Lauren Jauregui, singers, Fifth Harmony
Terrence J, actor, television personality, model, Think like a Man, E! News
King Bach (Andrew B. Bachelor), Vine personality, actor, comedian, director, producer, writer
Grace Helbig, actress, author, YouTube personality, Attack of the Show!, Grace’s Guide: The Art of Pretending to Be a Grown-Up, DailyGrace
Harley Morenstein, YouTube personality, Epic Meal Time
Jimmy Tatro, actor, writer, comedian, YouTube personality, LifeAccordingToJimmy
Timothy de la Ghetto, rapper, comedian, videographer, YouTube personality, Wild ‚N Out
Alphacat (Iman Crosson), actor, impressionist, YouTube personality
Anna Akana, actress, filmmaker, YouTube personality, The Fosters

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ABOUT truth

truth^® is the most successful and one of the largest national youth smoking prevention campaign. 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.