Truth is a company that uses scare tactics in their advertising to dissuade teenagers from vaping. In order to stay in line with the macabre yet informative nature of their advertising, the solution was to use similar shocking imagery.
By using the same flavors that vape companies target towards children, the imagery is allowed to contrast those more cheerful words like cotton candy to more serious medical side effects of vaping. The touch points chosen were to connect to spaces with down time, where teenagers usually will vape. Out of home posters in public places like bus shelters provide for a wider audience as well as the teenagers who would hit their vape waiting for a bus. The Instagram post is able to be targeted specifically for teen users.
