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Press Release

Truth Campaign snags 2 Ogilvy Awards

Truth® won two Advertising Research Foundation David Ogilvy Awards for its truth campaign inspiring youth to end tobacco use, including a Gold in the New Audiences category. The awards recognized the success of the “Finish It”/”Left Swipe Dat” ad campaign.

The Ogilvy Awards celebrate the critical role of insights that inspire great advertising.

In addition to the gold, Truth Initiative also won Silver for Cross-Platform for “Left Swipe Dat.”

More than 294 million people have participated in the Finish It movement since it launched in 2014. Teen cigarette smoking rates are down to a historic low of 7 percent, compared to 23 percent in 2000, and truth remains committed to providing teens with the facts and inspiration they need to #FinishIt once and for all.

Left Swipe ‘Dat,” a music video released at the Grammy’s in 2015 featuring Becky G and Fifth Harmony as well as online influencers such as King Bach and Grace Helbig, introduced the surprising impact that tobacco has on a teen passion point: dating and relationships. Research from online dating apps shows that profile pictures that include smoking get almost twice as many “left swipes” as those that do not.  The funny video carried a powerful message – tobacco is not only deadly, it’s also unattractive. ‘Left Swipe Dat’ is part of the Finish It campaign.