Meet Truth Initiative

Truth Initiative is a leading US-based nonprofit public health organization dedicated to a future free from nicotine addiction, fostering healthier lives and a more resilient nation. Their mission focuses on preventing youth and young adult nicotine addiction and empowering quitting through evidence-based interventions. At the heart of their effort is EX Program, a free tobacco cessation program developed in collaboration with Mayo Clinic. Research has shown that EX Program text messages can increase a user's odds of quitting by up to 40%.

The Challenge

Truth Initiative sought to quantify the performance lift of Neuro-Contextual advertising over traditional contextual methods. The goal was to introduce EX Program by Truth Initiative to untapped audiences on the open web using high-impact motion video. Because Truth Initiative prioritizes consumer integrity, the strategy had to be strictly privacy-first, reaching youth 18-24 based on their real-time cognitive and emotional state rather than invasive personal data.

The Solution

To maximize resonance, Seedtag leveraged its Neuro-Contextual AI, Liz, to move beyond basic IAB contextual categories. Rather than relying solely on standard industry signals, the campaign tailored targeting around audience Emotion, Interest, and Intent, identifying the environments where users were most receptive to Truth Initiative’s messaging.

By aligning the motion video creative with content that matched users’ cognitive and emotional states, the campaign increased both engagement and recall,  proving that context does not simply frame an ad; it actively shapes how it is perceived. When the emotional tone, narrative, and visual cues of the environment reinforce the brand message, media stops being a backdrop and becomes a multiplier.

This impact was independently verified through brand lift metrics measured by Cint.

Neuro-Contextual vs. Standard Contextual Performance

• +123% Video Completion Rate (VCR): Viewers were significantly more engaged, watching ads through to completion at more than double the rate of standard contextual campaigns.
• +55% Brand Awareness: The campaign meaningfully increased brand recognition, strengthening visibility and consideration among target audiences.
• +23% Ad Recall: Audiences were more likely to remember the brand and its message, demonstrating stronger cognitive impact and lasting impression.