Big tobacco excels in finding ways to appeal to new, unsuspecting audiences. Their most recent target: Generation Z. To them, old tobacco is deadly, but the new tobacco—Vaping—is “safe,” and convenient.
How do you combat an addictive innovation masquerading as a public health good? Rebrand the consequences.
The tobacco industry redefined nicotine for a new generation and now Truth Initiative is outing it as a silent contributor to one of the biggest issues facing young people today: mental health. While popular belief is that nicotine & vaping alleviate stress, science reveals that vaping nicotine is associated with worsening symptoms of depression & anxiety. The truth campaign used this impact on mental health as a reason for this generation to quit.
Other Resources / Information
- Attendees will learn about the scientific evidence associating nicotine with mental health problems.
- Attendees will gain information about the tobacco industry exploitation of youth, and the tactics that can be used in the fight to reduce the impact.
- Attendees will see examples of how impactful & powerful meaningful communications are when it comes to changing youth perception.
- Mo Said, Founder, CCO, Mojo Supermarket
- Robin Koval, CEO and President, Truth Initiative®, the national public health organization dedicated to achieving a culture where all young people reject smoking, vaping and nicotine.
- Kris Belman, Director, division7
- Donna Vallone, Chief Research Officer, Truth Initiative Schroeder Institute
Kendra Schaaf, Managing Director, Mojo Supermarket
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