truth x Vans by Kevin Lyons
Smoking rates in the South continue to dwarf those in the rest of the country, especially among teen smokers.
Gallup and Healthways say this statistic has remained unchanged since they began tracking tobacco use in 2008. truth, the nonprofit organization dedicated to preventing teen smoking and encouraging smokers to quit, approached California agency 72andSunny to install a mural in the heart of tobacco country.
The agency selected Raleigh, a growing southern creative hub that still suffers from higher-than-average rates of tobacco use, as the location for the mural.
Since the agency is located across the country, 72andSunny reached out to us to help facilitate the mural’s creation and to film the story along the way. Thankfully—and coincidentally!—our media strategist, Jedidiah Gant, runs an arts initiative called the Raleigh Murals Project, and took the lead on scouting locations and resources for the mural.
After a week’s worth of scouting, we selected a 20 x 40 foot wall on the side of a pizza joint, about a half mile from the heart of downtown Raleigh.