'Trap' ads hone in on hookah, social smoking
Truth Campaign Targets Social Smoking, Hookahs as Cigarette Use Declines
The Truth campaign wants to put out more than just cigarettes.
The anti-smoking youth campaign is for the first time tackling social smoking, hookahs and flavored cigarillos in its marketing efforts as smoking habits among young adults shift away from traditional cigarettes.
“This is a bit of a broadening of the conversation for us,” said Eric Asche, chief marketing officer of [Truth Initiative], the organization behind the Truth campaign. “We have started to see success around driving down cigarette use, but our fear is that it’s a transference of the behavior to other products.”