In 2003, the teen smoking rate was 23%. In 2014, that number was down to 9%. The Truth anti-smoking campaign is a non-profit group that aims to decrease that percentage to 0. The "X" became the iconic symbol to represent this movement along with #FINISHIT. The brand was known for doing provocative and disruptive work in the past but had lost its relevance with today's audience. Our goal was to refresh their digital presence with a website redesign in conjunction with 72andSunny's launch video that aired during the MTV Video Music Awards. I created data visualizations and website explorations on this project.
Client: The Truth Role: Design Agency: B-Reel
Exploration on animated tickers and timelines that dynamically rotate through facts on big tobacco and display straight forward information in an interesting and interactive way.
To make users feel involved and be able to see their part in the #FINISHIT movement, we explored interactive dashboards that display current activity throughout the anti-smoking community. Users could swap between their profile or explore the aggregated data from social media channels in real time.