Changing Behaviors
American Legacy
To combat high death rates from tobacco and nicotine use among ethnic/POC youth, American Legacy partnered with Arnold and KTC to develop and execute a 13-year grassroots marketing campaign, including tours and events in over 50 U.S. cities.
THE CHALLENGE
American Legacy sought to reach an audience of ethnic/POC youth and young adults in an effort to counter the alarming death rates linked to Big Tobacco and nicotine use within that demographic. They enlisted Arnold and KTC with the mission of developing and executing innovative touring programs to reach their target audience.
THE SOLUTION
KTC created and executed a truth® grassroots marketing campaign on the VANS® Warped tour, AST® Dew® Tour, Tony Hawk Dew® Tour, MTV Tour, Honda Civic Tour, Supergirl Jam, Afro-Punk, America Haunts and a guerrilla marketing tour in 50 U.S. cities plus District of Columbia throughout the summer and fall months, solidifying an evergreen generational presence over a 13-year span.
Impressions generated nationwide
Engagments within the target demographics
Email addresses captured
Branded premiums distributed
