THERE ARE COOLER WAYS TO DIE
Nicotine is once again luring in young people, this time leveraging the sleek appearance of the vape. Kids vape to look cool, so let’s bury our warning in messaging that embodies exactly what they’re after.
COOLER MONUMENTS
Truth Initiative is building legendary statues near popular designated smoking areas, memorializing not real people but the ways in which they could die.
SEND YOUR VAPES TO HELL
This social campaign invites people to kill their vapes in the coolest ways possible. The best ones gain free entry to the event below.
Truth x Redbull PRESENT: THE DEATH GAMES
You’ve already seen how regular people destroy their vapes. Now’s the chance to watch the pros do it. The newly sober Steve-O from Jackass is hosting a new traveling festival where the most badass stunt performers find the most badass ways to obliterate vapes across the country.
SMOKE’S FATALITY
Mortal Kombat’s unique Fatality moves showcase some of the coolest ways to die. To contrast the coolness, Truth Initiative is introducing the first dull, pathetic, and self-inflicted Fatality: the character Smoke will now vape himself to death any time his opponents successfully complete their Fatality move.
DEATH EXAMINERS
This new YouTube show features forensic pathologists as they investigate the coolest deaths across the country.
Copy & Art: JEREMY JONES
Copy: JESSE KRONENGOLD