The "Ditch JUUL" campaign for Truth Initiative blended careful planning with authentic documentation. The Truth team orchestrated a powerful youth demonstration outside Juul's DC headquarters, while Nick Girard's directorial approach for Fortland balanced pre-planned visual elements with genuine activist moments. The production moved seamlessly between crafted shots and spontaneous reactions, creating a :30 spot that feels both intentional and raw. The final piece connects viewers to Truth's "This is Quitting" program while showcasing young people reclaiming their narrative through activism. A perfect example of bringing cinematic vision to real-world advocacy.
TRUTH - DITCH JUUL
PHOTOGRAPHY BY MATTHEW LIPTAK
BEHIND THE SCENES
Fortland created assets geared toward multi-channel engagement bringing the physical event into the digital space
Video assets played a large part in a comprehensive marketing approach that combined protest events, celebrity partnerships, digital engagement, and direct support resources
Video assets designed specifically for social media amplification of the #DITCHJUUL campaign
Quick-turnaround production met tight deadlines for this time-sensitive public health initiative
Video assets helped amplify the message across multiple platforms to reach the target teen demographic
Production quality maintained despite challenging outdoor protest environment
Documentary approach preserved the authentic youth voice central to truth®'s mission