A tall order: motivating resistant Gen Z’ers to give up ingrained behavior and encouraging them and their peers to influence change. This case study of how the “Truth” campaign shifted attitudes and behavior about smoking provides guidance to all marketers who target teens and young adults.
Among the takeaways:
- Young people who are not engaged in a targeted, at-risk behavior can influence those who engage in at-risk behaviors.
- The messaging strategy for a campaign seeking behavioral change should be aligned with the target audience’s current aspirations and interests.
- The efficacy of message execution and delivery strategies should be assessed continuously.
- Concept, premarket, and in-market testing can inform optimal message effectiveness.