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The campaign used an aggressive, asymmetric earned and paid media strategy that reframed the issue as both a public health and racial justice fight, directly calling out the tobacco industrys targeted marketing to communities of color
"This project is not only a first for Reynolds, but for the entire global BAT Group and is an important step toward reaching Reynolds' water stewardship targets for 2025
Keep in mind, though, that this can make your pod run out faster
In addition, 29% of the CHANTIX group were continuously abstinent from one week after TQD through the end of treatment as compared to 9% of the placebo group
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