From The Truth About Opioids Campaign

Truth Initiative, the non-profit public health organization dedicated to preventing nicotine, opioid and other forms of addition, has selected Interpublic’s Initiative as its new media agency of record.  

The organization spent an estimated $50 million on measured media in 2023, according to agency research firm COMvergence. Nearly all of it was allocated to digital media. 

The incumbent was Stagwell’s Gale and the award took effect July 1.  

Initiative will be responsible for media strategy, planning, and buying as well as social influencer engagement.   

Truth credited Initiative with bringing “a wealth of expertise in breaking through to youth audiences, especially those most impacted by tobacco use and nicotine addiction. With a proven track record in delivering powerful public health campaigns, Initiative will leverage its industry-leading Youth Center of Excellence to further advance Truth Initiative’s mission.” 

Truth said the agency would also utilize “cultural drivers, engaging content and personalized experiences to raise awareness among young people to make more informed decisions about tobacco products, and drive enrollments into Truth Initiative’s market-leading quit programs.”