truth orange on social
what is truth orange?
truth Orange is the social and digital presence of truth®, a youth-driven movement working to create the first nicotine-free generation. Through social media, viral content, and digital campaigns, the brand exposes tobacco industry tactics, educates young audiences about nicotine addiction, and empowers young people to take action against vaping and tobacco use.
01 Role of social
truth Orange served with the intent of advancing the mission to create a nicotine-free generation through platform-specific strategies. Instagram was positioned as the brand’s hub for fact-based content, focusing on science and research, while X (formerly Twitter) broke down industry news and the latest research. YouTube hosted episodic content from truth and the Unconquerable Generation, covering health and wellness, quitting vaping, science, and activism. TikTok provided a positive, supportive space for self-care, wellness, and quitting nicotine through engaging, platform-native content tailored to young audiences.
02 stats
Grew truth Orange’s social presence across platforms, reaching 58.8K followers on Instagram, 22.1K followers and 1.5M likes on TikTok, and 323K subscribers on YouTube, establishing a strong, engaged audience for the brand’s campaigns and content.
03 Social strategy
truth Orange focused on engaging communities around Quitting Vaping, Activism, Science & Research, and Health & Wellness. Content offered resources, support, and encouragement for those quitting nicotine, highlighted youth activism and social justice, showcased credible research to back brand messaging, and shared tips for mental and physical well-being. Through these pillars, truth Orange built trust, educated audiences, and empowered Gen Z to take action for their health and their communities.
community management strategy
Developed a strategy to humanize the truth brand and build advocates by prioritizing engagement within @truthorange channels and across pro-quitting, anti-vaping content on social media. This included responding to comments, fostering constructive conversations, and engaging with 20 pro-quitting posts weekly. High-impact creators were recognized with truth merch, guided by principles of support, encouragement, transparency, and maintaining a positive, troll-free community.
content examples
