truth: "Left swipe dat"

This case study shows how truth, the anti-smoking brand, reached out to a Gen Z audience with a "Left Swipe Dat" campaign song that carried the message across social media channels.

Truth: "Left swipe dat"


The truth antismoking campaign needed a new strategy to achieve effective reach among its Gen Z audience across an increasingly fragmented media landscape. Research pointed to the mass appeal of music, the influence of s

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