Truth Initiative x Spotify
One thing more popular than vaping among young people is music, so we’ve decided to combine music and statistics to put them face-to-face with the scary truth about vaping. Introducing The Truth Unwrapped!Native Ads
Digital Activation
After clicking on the banner, users are redirected to a short quiz where they will be asked about their smoking habits.
Users will receive personalized statistics based on the answers they gave while taking the quiz and a sharable social media graphic.
After viewing their quiz results, users will get redirected to a personalized playlist based on their smoking habits. Users can get a "good” playlist consisting of happy, uplifting songs, or a "bad” playlist full of songs that discuss dark themes like death, drugs, etc.
Call to Action
When users get the "bad" playlist, they will be given the opportunity to take a pledge to quit smoking.
Copywriter: Daniela Nunez
AD: Tram Cu
AD: Tram Cu