Connector: Targeting those who target us.
The tobacco industry spent decades targeting their products to teens. Target Market, a teen-lead movement, fought back with bold messaging that shined a light on the lies, deceit and manipulation of the tobacco industry. Their rally cry was simple: “They won’t tell you the truth, so we will.” Their impact was staggering and their story is an undeniable testament to the social power of feeding the connection.
21% decrease in teen smoking
80% recognition as a “cool” teen brand