Turner Broadcasting’s Adult Swim worked with anti-smoking campaign Truth on branded-content series, Rainbow Lane, to communicate directly with young viewers on how cigarettes are marketed to vulnerable populations.

In collaboration with Truth, Adult Swim created five 60-second episodes of the series that started running Monday, reported Broadcasting & Cable.

In the series, humans explain to Wally, a puppet, all of the ways Big Tobacco targets poor neighborhoods, African-American communities, the handicapped and gay and lesbian populations. Truth’s belief is that telling viewers how this targeted marketing leads these communities to get addicted to smoking will be powerfully received by Adult Swim’s mostly millennial audience.

“We do think the entire generation cares that this exploitation is taking place and so that’s the insight. The population at large gets very upset about these types of tactics. They see it as problematic and not OK,” Asche told B&C. “The more we can showcase who is behind the product and their tactics, the more we have an educated consumer who makes the right choice.”

Teasers for and the episodes themselves will run during commercial breaks on Adult Swim, which airs from 8 p.m. to 6 a.m. daily. The network also has created a sizzle reel of the campaign that will live on social media.

READ MORE: Broadcasting & Cable

[Image of Rainbow Lane courtesy of Adult Swim via B&C]

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