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Finally Closing the Loop on Digital Targets

  • Karen Ramspacher, SVP, Innovation & Insights, GfK MRI; Bryan Donovan, VP, Data Strategy & Acquisition, Acxiom and Elizabeth Hair, Ph.D., M.A. – VP, Truth Initiative Schroeder Institute
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Summary

MRI and Acxiom have donated time and resources to helping the Truth Initiative in its new effort fighting opioid addiction. From their tobacco work, Truth can show ad awareness is causally linked to targeted attitudes and intentions. Teen smoking has dropped from 23% to 9% during their campaign. Lessons learned from the tobacco work:

  • Show respect.
  • Don’t tell what to do.
  • Discussing health effects alone won’t penetrate.
  • Make it personal.
  • Appeal to fairness.
  • Build a brand.