Agents of social change: A model for targeting and engaging generation Z across platforms: How a nonprofit rebuilt an advertising campaign to curb smoking by teens and young adults

Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath, Robin Koval

Research output: Contribution to journalArticle

Abstract

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest. The current authors oversaw a three-phase study that included recruiting a national cohort sample-believed to be the first of its kind-of more than 10,000 members of Generation Z, ages 15 to 21 years old. The authors’ methods informed a new cross-platform campaign that fueled brand awareness and prompted changes in attitudes against smoking, while generating $88.6 million in earned media value with 78.5 million earned media impressions.

Original languageEnglish (US)
Pages (from-to)414-425
Number of pages12
JournalJournal of Advertising Research
Volume56
Issue number4
DOIs
StatePublished - Dec 1 2016

ASJC Scopus subject areas

  • Communication
  • Marketing

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