Truth Initiative: Ways to Build Trust Among Millennials & Gen Z (Marketing to Millennials & Gen Z Series)

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Webinar Description

Explore how Truth Initiative, the national public health organization dedicated to youth tobacco prevention and the creators of the truth youth tobacco prevention campaign, built brand relevancy and authenticity with an audience that is difficult to sway and even harder to convince to take action on a low-interest category.

In this webinar, you will learn how:

  • Among younger audiences, you often need to reignite interest in the topic to create a strong message. truth leveraged the social power of the majority of young people who DON’T smoke to influence the much smaller minority who DO.
  • Researching what is important to your audience right now has far more impact than long-term consequences. For example, while most young Americans know that smoking is harmful to your health, they don’t know how it is currently impacting their lives.
  • Using like-minded brands help create brand affinity. Whether it is a social platform or spokesperson, you can create positive feelings toward your brand through association with another brand Gen Z already enjoys and has a relationship with. 



Begins:Wednesday, April 18, 2018 at 1:00pm
Ends:Wednesday, April 18, 2018 at 2:00pm

Eric Asche
Chief Marketing and Strategy Officer
Truth Initiative 

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