The Sunny Side campaign launched in traditional and no-so-traditional media vehicles. We aired our commercials on cable TV and in cinemas, and drove viewers to our website, thetruth.com, at the end of each spot. Our web hub was a sarcastic playground of addictive games, shared blogs, snarky messaging systems, an interactive 3-D cigarette, gear, downloads and social media sites. Offline, we created a branded content partnership with MTV, working our creatures into the Real World, and co-wrote shows for The Blaze to weave truth facts into the storyline. We continued our partnership with the Vans Warped Tour, Rock The Bells and Tony Hawk, showing up at venues in our orange van, passing out truth gear and setting up spots on tour for kids to hang out. Lastly, we built the truth Remix project, handing our Sunny Side songs to famous DJ’s and then releasing their creations on iTunes and CD.

The success of truth is all about teens’ perceptions of Big Tobacco. In the wake of this campaign, 92% of teens polled said the Sunny Side of truth grabbed their attention; 93% said it gave them a good reason not to smoke; and 85% of teens said they felt either extremely negative or very negative or somewhat negative toward tobacco companies. But here’s the most important result: Since the launch of truth, teen smoking has dropped by 30%. And that, we’re proud of.