Branding Behavior: The Strategy behind the TruthSM Campaign

@inproceedings{Evans2002BrandingBT,
  title={Branding Behavior: The Strategy behind the TruthSM Campaign},
  author={W. Douglas Evans and Jeffrey Lloyd Wasserman and Elena Bertolotti and Steven C Martino},
  year={2002}
}
The American Legacy Foundation's truthSM campaign uses a branding strategy to change adolescent and young adults' attitudes and behavior and to encourage them to adopt a nonsmoking lifestyle. This strategy and its execution represent an evolution from previous antismoking social marketing efforts. It offers lessons not only for future antismoking campaigns, but also for social marketing aimed at preventing or controlling many other youth risk behaviors. The persuasive mechanisms by which truth… CONTINUE READING

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