PT  - JOURNAL ARTICLE
AU  - Donna Vallone
AU  - Alexandria Smith
AU  - Tricia Kenney
AU  - Marisa Greenberg
AU  - Elizabeth Hair
AU  - Jennifer Cantrell
AU  - Jessica Rath
AU  - Robin Koval
TI  - Agents of Social Change: A Model for Targeting And Engaging Generation Z across Platforms
AID  - 10.2501/JAR-2016-046
DP  - 2016 Dec 01
TA  - Journal of Advertising Research
PG  - 414--425
VI  - 56
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/56/4/414.short
4100  - http://www.journalofadvertisingresearch.com/content/56/4/414.full
SO  - J Advert Res2016 Dec 01; 56
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.