Truth Initiative’s new ads urge Gen Z to ‘outsmart nicotine’ to quit rather than white-knuckle it

Truth Initiative is back with new work from Mojo Supermarket to encourage quitting nicotine, this time suggesting to Gen Z that they have help—through the EX Program, developed with the Mayo Clinic—and don’t have to struggle to quit alone. The new “Outsmart Nicotine” campaign includes a launch spot (above) titled “You Got This” featuring the iconic song “Can I Kick It?” by A Tribe Called Quest. It follows a young woman’s adventures in the early days of trying to quit—who sees signs, quite literally, that quitting nicotine is achievable with the right support. A second spot looks at people’s various home remedies for quitting, which generally aren’t as effective as professional support. A host of supporting :15 focused on these home remedies individually. For young people, e-cigarette use remains high with nearly one in five adults 18-24 at risk of lifelong nicotine addiction and many dual-using cigarettes or other nicotine products like oral pouches. “Quitting nicotine is hard, but it doesn’t have to be a lonely or impossible battle,” said Kathy Crosby, CEO and President of Truth Initiative. “With Outsmart Nicotine and the proven-effective EX Program, we’re showing young people that freedom from addiction is possible—and giving them the tools to quit smarter, not harder.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Truth Initiative’s new ads urge Gen Z to ‘outsmart nicotine’ to quit rather than white-knuckle it

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