RT Journal Article
SR Electronic
T1 Agents of Social Change: A Model for Targeting And Engaging Generation Z across Platforms
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 414
OP 425
DO 10.2501/JAR-2016-046
VO 56
IS 4
A1 Donna Vallone
A1 Alexandria Smith
A1 Tricia Kenney
A1 Marisa Greenberg
A1 Elizabeth Hair
A1 Jennifer Cantrell
A1 Jessica Rath
A1 Robin Koval
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/4/414.abstract
AB 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.