The Truth Initiative: Left Swipe Smoking
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Presented by Eric Asche – CMO of Truth Initiative at West Virginia University's Integrated Marketing Communications "INTEGRATE DC" conference. See all the presentations at imc.wvu.edu/integrate/integratedc/
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ACADEMIC LEVEL Undergrad. (yrs 1-2)
DISCIPLINE Psychology
DOCUMENT TYPE Research Paper
SPACING DOUBLE
CITATION STYLE APA
Running Head EFFECTS OF SOCIAL MEDIA ON THE YOUTHS .docx
Running Head: EFFECTS OF SOCIAL MEDIA ON THE YOUTHS 1
EFFECTS OF SOCIAL MEDIA ON THE YOUTHS 8
Effects of Social Media on the Youths
Institution
Name
Section One
The fact that social media has become part our daily live cannot be overlooked especially in the current innovations in technology. Access to devices such as smart phones and broadband internet has created an easy way through which any one can access any form of information that they want. Although the social media has played a special role in ensuring that the information that we is at our disposal, it has resulted in serious erosion of human morals and ethics. It is not surprising that people value their phones more than they do to their fellow human. However, this research will look at how the young people have been impacted by the social media.
The current widespread of the social are becoming an area of interest among the researchers especially about how it has affected the community around the world. Almost every individual is connected to at least one social media plat form and this has attracted the researchers to learn more about these platforms and how they have affected the community around. However, the most affected are the teenagers who have become fanatics of these platforms and have made them part of their daily life to an extent they cannot spend a minute without accessing them. This has never implication on their ethics, behavior and even their education.
Social media has both positive and negative implications to the youths and this paper seeks to address these impacts with a special focus on the youths.
The positive impacts is that the youths can interact with one another without meeting physically across the globe and this has enhanced creation of friendship and therefore, strong social ties. Moreover, the youths stay updated on the events that happen around the world at the comfort of their rooms or working places. Also, many youths have made the social media a source of their income and have utilized it to improve their lives through improved connections.
Despite the good aspects connected to the social media, it has the negative side too and this has bad implications on the youths. To begin with, social media reduces face to interactions as they spend most of their time in these online platforms. This isolation result in psychological, emotional mental and physical effects to the youths. The minor are also introduced to immoral behaviors such as homosexuality, lesbianism and other sexual misconducts. Further, the youths are exposed to pornographic content which result in early pregnancies among the young girls and also increase the chance of contracting sexually transmitted infections.
A comprehension of these issues will help the society find ways through which to reduce the youth prevalence to the problems associated with sta.
Research
The SmokeFree campaign poster aims to persuade people to quit smoking and raise awareness of the dangers of smoking through graphic imagery and facts. The poster uses a graphic image of mutations on a cigarette to visually portray the damage smoking can cause. It also includes a fact about how just 15 cigarettes can negatively impact health to catch viewers' attention. The poster provides links to SmokeFree websites to give people seeking help resources to quit smoking. The goal is to campaign against smoking by informing people of its health risks in an eye-catching way.
GROUP 2 English Activity.pptx
Social media has both positive and negative influences on youth according to the document. It outlines several negative impacts: addiction due to seeking attention and comparing oneself can damage self-esteem; cyberbullying can cause mental health issues like depression and anxiety; impersonating violent video game characters or music artists can promote aggressive behaviors. The document conducted a survey and analyzed data from various sources to understand these impacts and how social media is widely used by youth today.
Consider how mass media has evolved in your lifetime. Identify
Consider how mass media has evolved in your lifetime
. Identify 2 types of mass media with which you are most familiar to use for this discussion.
Respond to the following in a minimum of 175 words:
In what ways have the format of the 2 types of mass media you selected evolved during your lifetime?
How have you been personally influenced by these 2 types of mass media?
In what ways have your selected mass media affected your friends, family, or co-workers?
RESPOND TO CLASSMATES
Michelle post
"Television provides vastly more visual information than radio and is more dynamic than a static printed page". ( University of Minnesota. 2010). Mass media has evolved drastically from when I was born in the 80s up until now. We use to get our information on newspaper, television, radio, and magazines. Now the media platform has grew so much. You can get the news on your phone and social media live tv. People are posting updates of new events on their pages and public forums. News are just a click of a button. Mass Media has influenced me in a very bad way. Sometimes I look at information that are not from reliable source and platforms that has no value. I tend to believe things on social media. Mass media has affected my friends, family, and co-workers in many different ways. There information sometimes are not crediable and they tend to spread the news incorrectly and fast. Mass media also has pursuade people to do things that they should not have done. One example I could give is with the recents events that happen at the capitol building. Some of the people say they were following what our former president told them to do. Television and ads can ifluence people to do things they could never imagine.
Yadira post
In years past television, radio, newspapers, and magazines provided the daily information that people needed in order have a sense of what was going on in the world in this country and in their local community. If people wanted to research a topic they would have to take a trip to the public library. The library was the place to access information. Sometimes it is difficult to know how much our lives have changed until we stop and look at how different things are compared to five or ten years ago. Whether you like to admit it or not social media plays a huge role in a lot of people's lives. Social media definitely is a major part of my daily life and honestly I couldn't imagine life without it. Without a doubt the age of social media has changed us as a society. For most part it's been a positive thing. Now we can connect with people across the world at the click of a button. We can stay in touch with family and friends keep on top of the latest news and connect with brands on a much more personal level.
...
Impact of Social media on youth.docx
1. The document discusses the impact of social media on youth. It notes that while social media allows for social connections and information sharing, it can also negatively influence youth and increase feelings of loneliness.
2. A literature review found that 82.6% of young people felt social media strongly impacted their social behavior. Social media was also found to play a significant role in mental health issues.
3. The rapid growth of social media affects personal relationships and work performance. While it enables connections, it can also cause people to create false identities and superficial relationships, which may lead to depression.
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subject research.docx
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The document discusses the potential negative effects of social media on young people's mental health and wellbeing. It notes that social media use is highly prevalent among young people aged 16-24, and that rates of anxiety and depression have risen significantly in recent decades. The document outlines how social media use has been linked to increased rates of anxiety, depression, poor sleep, and cyberbullying. It concludes by calling for actions to address these risks and ensure social media platforms support young people's mental health.
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Peer pressure and social media
ACADEMIC LEVEL Undergrad. (yrs 1-2)
DISCIPLINE Psychology
DOCUMENT TYPE Research Paper
SPACING DOUBLE
CITATION STYLE APA
Running Head EFFECTS OF SOCIAL MEDIA ON THE YOUTHS .docx
Running Head: EFFECTS OF SOCIAL MEDIA ON THE YOUTHS 1
EFFECTS OF SOCIAL MEDIA ON THE YOUTHS 8
Effects of Social Media on the Youths
Institution
Name
Section One
The fact that social media has become part our daily live cannot be overlooked especially in the current innovations in technology. Access to devices such as smart phones and broadband internet has created an easy way through which any one can access any form of information that they want. Although the social media has played a special role in ensuring that the information that we is at our disposal, it has resulted in serious erosion of human morals and ethics. It is not surprising that people value their phones more than they do to their fellow human. However, this research will look at how the young people have been impacted by the social media.
The current widespread of the social are becoming an area of interest among the researchers especially about how it has affected the community around the world. Almost every individual is connected to at least one social media plat form and this has attracted the researchers to learn more about these platforms and how they have affected the community around. However, the most affected are the teenagers who have become fanatics of these platforms and have made them part of their daily life to an extent they cannot spend a minute without accessing them. This has never implication on their ethics, behavior and even their education.
Social media has both positive and negative implications to the youths and this paper seeks to address these impacts with a special focus on the youths.
The positive impacts is that the youths can interact with one another without meeting physically across the globe and this has enhanced creation of friendship and therefore, strong social ties. Moreover, the youths stay updated on the events that happen around the world at the comfort of their rooms or working places. Also, many youths have made the social media a source of their income and have utilized it to improve their lives through improved connections.
Despite the good aspects connected to the social media, it has the negative side too and this has bad implications on the youths. To begin with, social media reduces face to interactions as they spend most of their time in these online platforms. This isolation result in psychological, emotional mental and physical effects to the youths. The minor are also introduced to immoral behaviors such as homosexuality, lesbianism and other sexual misconducts. Further, the youths are exposed to pornographic content which result in early pregnancies among the young girls and also increase the chance of contracting sexually transmitted infections.
A comprehension of these issues will help the society find ways through which to reduce the youth prevalence to the problems associated with sta.
Research
The SmokeFree campaign poster aims to persuade people to quit smoking and raise awareness of the dangers of smoking through graphic imagery and facts. The poster uses a graphic image of mutations on a cigarette to visually portray the damage smoking can cause. It also includes a fact about how just 15 cigarettes can negatively impact health to catch viewers' attention. The poster provides links to SmokeFree websites to give people seeking help resources to quit smoking. The goal is to campaign against smoking by informing people of its health risks in an eye-catching way.
GROUP 2 English Activity.pptx
Social media has both positive and negative influences on youth according to the document. It outlines several negative impacts: addiction due to seeking attention and comparing oneself can damage self-esteem; cyberbullying can cause mental health issues like depression and anxiety; impersonating violent video game characters or music artists can promote aggressive behaviors. The document conducted a survey and analyzed data from various sources to understand these impacts and how social media is widely used by youth today.
Consider how mass media has evolved in your lifetime. Identify
Consider how mass media has evolved in your lifetime
. Identify 2 types of mass media with which you are most familiar to use for this discussion.
Respond to the following in a minimum of 175 words:
In what ways have the format of the 2 types of mass media you selected evolved during your lifetime?
How have you been personally influenced by these 2 types of mass media?
In what ways have your selected mass media affected your friends, family, or co-workers?
RESPOND TO CLASSMATES
Michelle post
"Television provides vastly more visual information than radio and is more dynamic than a static printed page". ( University of Minnesota. 2010). Mass media has evolved drastically from when I was born in the 80s up until now. We use to get our information on newspaper, television, radio, and magazines. Now the media platform has grew so much. You can get the news on your phone and social media live tv. People are posting updates of new events on their pages and public forums. News are just a click of a button. Mass Media has influenced me in a very bad way. Sometimes I look at information that are not from reliable source and platforms that has no value. I tend to believe things on social media. Mass media has affected my friends, family, and co-workers in many different ways. There information sometimes are not crediable and they tend to spread the news incorrectly and fast. Mass media also has pursuade people to do things that they should not have done. One example I could give is with the recents events that happen at the capitol building. Some of the people say they were following what our former president told them to do. Television and ads can ifluence people to do things they could never imagine.
Yadira post
In years past television, radio, newspapers, and magazines provided the daily information that people needed in order have a sense of what was going on in the world in this country and in their local community. If people wanted to research a topic they would have to take a trip to the public library. The library was the place to access information. Sometimes it is difficult to know how much our lives have changed until we stop and look at how different things are compared to five or ten years ago. Whether you like to admit it or not social media plays a huge role in a lot of people's lives. Social media definitely is a major part of my daily life and honestly I couldn't imagine life without it. Without a doubt the age of social media has changed us as a society. For most part it's been a positive thing. Now we can connect with people across the world at the click of a button. We can stay in touch with family and friends keep on top of the latest news and connect with brands on a much more personal level.
...
Impact of Social media on youth.docx
1. The document discusses the impact of social media on youth. It notes that while social media allows for social connections and information sharing, it can also negatively influence youth and increase feelings of loneliness.
2. A literature review found that 82.6% of young people felt social media strongly impacted their social behavior. Social media was also found to play a significant role in mental health issues.
3. The rapid growth of social media affects personal relationships and work performance. While it enables connections, it can also cause people to create false identities and superficial relationships, which may lead to depression.
Similar to The Truth Initiative: Left Swipe Smoking (20)
Grds international conference on business and management (8)
Grds international conference on business and management (8)
How To Understand The Psychology Of Social Networks: The Marketer's Guide
How To Understand The Psychology Of Social Networks: The Marketer's Guide
Running Head EFFECTS OF SOCIAL MEDIA ON THE YOUTHS .docx
Running Head EFFECTS OF SOCIAL MEDIA ON THE YOUTHS .docx
Consider how mass media has evolved in your lifetime. Identify
Consider how mass media has evolved in your lifetime. Identify
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- 1. truth: Left Swipe Smoking ERIC ASCHE | CHIEF MARKETING OFFICER INTEGRATE DC 10/27/15 TWITTER: @EASCHE
- 2. CIGARETTE USE 28% 8% 0% 5% 10% 15% 20% 25% 30% Youth Cigarette Past 30-Day Cigarette Use: 1997-2014 All youth Source: Monitoring the Future Survey, 1997-2014 *Youth current smokers include those who report having smoked a cigarette in the past 30 days **All youth include 8th, 10th and 12th graders, combined
- 4. SHIFTING AGE OF SMOKING INITIATION 0 2 4 6 8 10 12 14 16 12-14 15-17 18-21 22-25 Percent(%) Age at Interview 2002-2006 2007-2012 *NSDUH, 2002-2012 S m o k i n g I n i t i a t i o n b y Ag e a n d Ti m e P e r i o d *
- 7. OTHER TOBACCO PRODUCTS 1.0% 0.6%1.3% 1.1%1.1% 1.1% 2.5% 3.9% 0% 5% Hookah E-cigarettes Past 30-Day use of Other Tobacco Products Middle School 2011 2012 2013 2014 4.1% 1.5% 5.4% 2.8%5.2% 4.5% 9.4% 13.4% 0% 10% 20% Hookah E-cigarettes Past 30-Day use of Other Tobacco Products High School 2011 2012 2013 2014 Source: National Youth Tobacco Survey, 2011-2014
- 8. SOCIAL ACCEPTABILITY OF LIGHT / INTERMITTENT SMOKING Source: 2012 NYTS data from Amrock et al. 2015.
- 9. THE SHIFTING LANDSCAPE Very successful at driving the initiation numbers down for cigarettes The age of initiation has shifted from teens, to include 18-21 year-olds Proliferation of new products – increasing trial of “safer” products Cognitive dissonance – social smoking is not “smoking” Today’s youth do not connect with brands in the same way previous generations once did
- 10. GEN X
- 11. 11 GEN Y
- 12. 72andSunny + MediaCom Creative & Media Launch Plan March 27, 2014 FOR TRUTH TO BE SUCCESSFUL, IT NEEDS TO REPLACE THE FEELING OF REBELION POWER THAT COMES FROM SMOKING
- 13. RATHER THAN EXCLUSIVELY MESSAGING THE 9% OF YOUNG PEOPLE WHO ARE STILL SMOKING…
- 14. LET’S RALLY A VOLUNTEER ARMY OF THE 91% WHO WILL MAKE THIS FIGHT THEIR OWN & INFLUENCE THE 9%
- 15. 72andSunny + MediaCom Creative & Media Launch Plan March 27, 2014 BE THE GENERATION THAT ENDS SMOKING.
- 17. SOCIAL SMOKING DISRUPT THE SOCIAL ACCEPTABILITY - CHALLENGE THE “LIVE AND LET LIVE” MANTRA DISMANTLE BELIEFS HELD BY SOCIAL SMOKERS • Social Smoking makes me more attractive • Social Smoking doesn’t make me a smoker • Social smoking helps me make meaningful connections
- 18. *ASH.org, Smoking Hot Study, 2014 The truth is, when you don’t smoke in your profile pics, you get twice the number of Tinder matches*. Nothing is more important to a young adult than their perceived attractiveness / desirability from potential partners INSIGHT
- 19. Swiping Left is a digital act of rejection that young adults are already referencing in the real world – hijack existing momentum We connected the idea to pictures of people smoking and turbocharge it into a larger cultural phenomenon. TERM OF REJECTION
- 20. Make it cool to left swipe smoking, by making “Left Swipe Dat” a part of young adult’s vernacular and give them the tools to take action themselves. Use the social currency to attack a social challenge. IDEA
- 21. Content Driven Strategy Focused on Engagement Distribution Through Paid and Earned IDEA
- 22. CAST OVERVIEW MUSICIANS Fifth Harmony MAVEN King BachBecky G Terrence Jenkins TV PERSONALITY 10.1MM 1.8MM 188MM 2.6MM #3 song for 2014
- 23. CAST OVERVIEW Grace Helbig Harley Morenstein Timothy Delaghetto YOUTUBE INFLUENCERS Jimmy TatroAlphaCat Anna Akana 2MM 2.3MM 2.7MM 6.6MM1.1MM1MM
- 27. Bow Wow Elton Castee Greg Grunberg Quincy Combs LL Cool J GRAMMY’S GIFTING LOUNGE
- 28. At least 35 celebrities and influencers engaged with truth the night of the Grammy’s • Tyler Oakley (social media sensation) • Brandon Phillips (Cincinnati Reds) • Rodriguez (MMA Wrestler) • Josh Mathews (former WWE Wrestler) • Nick Sutter (The Bachelorette contestant) • Alison Debona (Breaking Pointe ballerina) • CoverGirl • SELF • Seventeen • Fast Company • JustJared.com SOCIAL
- 29. #1 trending topic on Twitter SOCIAL #3 trending topic on YouTube • The two videos that were more popular was a Jimmy Fallon skit and a music video by Sam Smith who won 4 Grammy awards that night
- 30. LEFT SWIPE DAT AS CONTENT