%0 Journal Article %A Donna Vallone %A Alexandria Smith %A Tricia Kenney %A Marisa Greenberg %A Elizabeth Hair %A Jennifer Cantrell %A Jessica Rath %A Robin Koval %T Agents of Social Change: A Model for Targeting And Engaging Generation Z across Platforms %B How a Nonprofit Rebuilt an Advertising Campaign To Curb Smoking by Teens and Young Adults %D 2016 %R 10.2501/JAR-2016-046 %J Journal of Advertising Research %P 414-425 %V 56 %N 4 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/56/4/414.full.pdf