Marketing Futures Podcast host Mike Berberich returns to Carlsbad, California for the next edition of the 2024 ANA Brand Masters Conference miniseries. Today’s guest is on a mission to help curb tobacco use in children and young adults, and in 2024, that means one thing: Stop the vape. Elizabeth Kenny is the CMO of the TRUTH Initiative, and on today’s episode, we discuss the insights and discoveries behind the nonprofit’s latest campaign, aimed at the elusive Gen Z generation. Find out how TRUTH connected with an audience that shuns traditional marketing and has historically low faith in institutions by meeting them where they’re at.

For those looking to quit...

TRUTH's free and anonymous text message program – This is Quitting – is helping more than 700,000 young people on their journey to quit. Any young person looking for help can text DITCHVAPE to 88709. 

They also have free resources for adult quitters and parents of young tobacco users through EX Program. Those resources can be found directly at: BecomeAnEX.org.

Young people can get involved with the truth campaign efforts by visiting thetruth.com. 

Learn more about the organization at TruthInitiative.org.