TY - JOUR T1 - Agents of Social Change: A Model for Targeting And Engaging Generation Z across Platforms JF - Journal of Advertising Research JO - J Advert Res SP - 414 LP - 425 DO - 10.2501/JAR-2016-046 VL - 56 IS - 4 AU - Donna Vallone AU - Alexandria Smith AU - Tricia Kenney AU - Marisa Greenberg AU - Elizabeth Hair AU - Jennifer Cantrell AU - Jessica Rath AU - Robin Koval Y1 - 2016/12/01 UR - http://www.journalofadvertisingresearch.com/content/56/4/414.abstract N2 - 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. ER -