TRUTH – Brian Snodgrass


Brian M.T. Snodgrass


Example of live demonstration:

#FINISHIT. The Truth brand has created advertisements and messages regarding the many health risks and dangers of smoking cigarettes. They have been doing this for years now, but finally we can see that the message has been heard loud and clear. “Now only 7% of teens smoke. That’s down from 23% in 2000 and from 8% last year! We can get it to 0%. We’re already so close. If we all join forces – smokers and non-smokers – we can end smoking once and for all.” The brand is currently trying to reach the younger demographic. This is evident from their recent commercials displayed above. The problem that Truth is trying to solve is the cigarette industry. The warning labels on the cigarette boxes aren’t enough. That’s where Truth comes in with their extremely vivid and detailed advertisements showing the after effects of what cigarettes can do to the human body. The unique social value is that people should value their health, bodies, lives, and families, and kick cigarettes to the curb. The advertisements make sense and align perfectly with the brand’s purpose and the whole reason the Truth brand exists. The Truth bran exists to show the warnings of tobacco and the dangers it can cause. That’s exactly what the advertisements do. The Truth advertisements are a variety of owned, earned, and paid media. Everything they put out themselves on social media and their webpage are forms of owned media. When they go out in public settings and put on live demonstrations, that’s another form of owned media.  Every time someone talks about, likes, reposts, uses the hashtag #FINISHIT, or the various other hashtags, it’s a form of earned media. The New York Times article, “A Less Defiant Tack in a Campaign to Curb Smoking by Teenagers” would be another form of earned media. The various commercials, billboards, and print ads are forms of paid media.

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