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How Truth Initiative Captivates Young Audiences

With an average of nine hours spent in front of a screen each day, often on three to five devices at the same time, it’s practically fact to say teenagers are constantly connected to technology. And their lack of concentration on any one thing makes it all the more difficult to reach them.

Another sticking point with “kids these days”: They don’t want to be spoken at, but they do appreciate being truly captivated by a message. They also want to be part of something bigger. That insight guided the thinking behind Truth Initiative’s "truth" smoking prevention campaign.

Read the original article on CMO.

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