STUDIOGO^TM & THE AMERICAN LEGACY TRUTH CAMPAIGN
The anti-smoking American Legacy Truth Campaign had been underway for some time when its producers began to wonder whether it truly resonated with its target audience - American teens, urban teens especially. They asked us to find out.

Method
Even under the best of circumstances teenagers are notoriously difficult to work with. And focus facilities do not typically represent the best of circumstances. On the other hand, teens are like pets. Though not much interested in your motivations, they're willing to perform in exchange for treats.

We decided to treat target teens to a hallowed American tradition, the road trip (we call it StudioGo™). We invited them to ride with us on chartered buses. Intriguing destinations (beaches, boardwalks, fast food restaurants) as well as in-flight snacks and beverages sweetened the deal. Greenberg strategists mixed for hours with traveling teens, instigating and directing conversations on a wide range of topics.

Results
Teens relaxed, enjoyed themselves, and eventually opened up in ways seldom seen within the confines of traditional research settings. Targeted conversations, on topics such as drugs, alcohol, and of course cigarettes, provided contexts in which ideas about health naturally rose to the surface. This enabled strategists to better gage the efficacy of the Truth Campaign and, later, to suggest ways in which its producers might more effectively reach their audience.