Truth

I'm gonna date myself really quickly here.

I worked on a campaign called Truth for a long time, which is like an anti-teen smoking campaign where we piled up body bags outside of tobacco headquarters, things of that nature.

And my job there was, again, human insight.

What is it that g- that compels somebody to care about smoking cessation, for example? After 40 years of telling people it was bad for them and that not working, what might? And that was my job for a fair amount of time.