Left Swipe Dat
Using social media to snuff out smoking
Is smoking hot—or not? The Action on Smoking and Health (ASH) conducted a social experiment to see if people who smoked in their Tinder profile pictures got more matches than those who did not. ASH put up pictures of the same person—one with a cigarette and one without. It turns out that online daters who aren't smoking in their profile pictures get twice as many matches as those who are smoking. To drive this message home, the national tobacco prevention campaign truth and the agency 72andSunny challenged teens to be the generation that ends smoking. The companies brought YouTube and Vine influencers together to create "Left Swipe Dat," a music video that shows the influencers rejecting, or "swiping left on," potential matches who are holding cigarettes.
The truth and 72andSunny teams gathered in a social media war room during the Grammy Awards to interact, engage, and amplify their message. The hashtag #LeftSwipeDat promoted the video on Twitter and Facebook. But the promotion didn't stop after the Grammys. To gain momentum, users could lip sync their favorite part of the music video and submit it for a chance to be featured in another video with cuts of the lip syncs.
Launch date: February 8, 2015
#LeftSwipeDat got more than 79K replies, retweets, mentions, and favorites on Twitter, and became the #1 worldwide-trending topic. On Facebook, the campaign got more than 2.5M interactions.
Total video views
Earned social media impressions