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 final :30 spot feels both intentional and raw; connecting 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, designed specifically for social media amplification of the #DITCHJUUL campaign
Video assets played a large part in a comprehensive marketing approach that combined protest events, celebrity partnerships, digital engagement, and direct support resources
Quick-turnaround production met tight deadlines for this time-sensitive public health initiative, with day-of PR content generated and successfully deployed to media outlets
A small team and a documentary approach preserved the authentic youth voice central to truth's mission and critical for the success of this particular campaign