Truth / Tour Merchandise
The "Truth" campaign is a national endeavor that began in 1999 and aims to curb cigarette
smoking in young people. Marketing toward teenagers is always a challenge because of the
shifting youth culture as well as consumer skepticism. This evolution of the campaign focuses
heavily on graphic elements and subculture designs--on t-shirts and skateboards--while tactfully
including the facts and hazards of smoking. We dialed up the corporate greed and corruption
within cigarette companies to further connect with the anti-establishment virtues of young people.