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truth® Named Number One Brand and Truth Initiative Top 5 Marketer According to 2016 North American Effie Index

truth®, the nation’s largest youth tobacco prevention campaign, topped this year’s North American Effie Index in a three-way tie for first place with CVS Health and Walmart for the most effective brand. EA Madden and Taco Bell are ranked 4th and 5th respectively rounding out the top five. Truth Initiative, the non-profit organization that leads truth, was named a top five most effective marketer, tying with CVS Health and Walmart for fourth place. For the sixth consecutive year, Procter & Gamble was named the most effective marketer in North America followed by Unilever and Mars ranked second and third, respectively.

The Effie Index identifies and ranks the marketing communications industry’s most effective agencies, marketers and brands by analyzing finalist and winner data from worldwide Effie Awards competitions. The North American Index rankings reflect finalist and winning work that ran in the US or Canada from the 2016 North American, Global and Positive Change Effie Awards competitions.

truth took home four Effie awards for its “Finish It” / “Left Swipe Dat” campaigns: Gold for the both the Youth Marketing and Diseases Awareness & Education categories, a Silver for Influencers and a Bronze for Single Impact Engagement.

Tobacco remains the number one cause of preventable death in the U.S., killing more than 1,300 people each day. Teen cigarette smoking rates are down to a historic low of 7 percent, compared to 23 percent in 2000. truth created the Finish It campaign to empower teens to make their generation the one that ends smoking by giving them the facts about tobacco, sharing progress in the fight against the tobacco epidemic and empowering teens to use their creativity to make the fight against Big Tobacco their own. Since August 2014, the campaign has generated more than 445 million interactions, and more are enlisting to Finish It every day.

Left Swipe Dat,” a music video released at the 2015 Grammy Awards, focused on the impact that smoking has on teen dating and relationships. Research from online dating apps shows that profile pictures that contain tobacco are more likely to be rejected, or “left swiped.” #LeftSwipeDat reached #1 worldwide trending status twice during the Grammy Awards and in total, has been viewed more than 39 million times. The phrase “Left Swipe That” now appears in the Urban Dictionary.

North American winning and finalist case studies are rigorously examined, debated and evaluated by seasoned industry leaders over at least two rounds of judging. “When you are building a movement to end tobacco use, being recognized by leaders in the field for the effectiveness of your advertising is more than validating – it means your work is changing minds and behaviors and saving lives,” said Robin Koval, CEO and president of Truth Initiative. More information on the Effie Index, as well as the Global Effie Index rankings, which were announced last month, can be found on

The Finish It campaign was created by truth‘s agency of record, 72andSunny. Media planning and buying is handled by Assembly, truth‘s media agency of record.