This Sunday, February 8, 2015, at the 57th Annual Grammy awards, a brand new music video, “Left Swipe Dat” by truth will be premiered. Stars including Becky G, Fifth Harmony, Grace Helbig, AlphaCat and other Internet icons joined together to bring awareness to the impact images of people smoking have on others.
The term in the title, “left swipe” has become common in everyday language. The term refers to when people think someone is unattractive on dating apps or social media. Studies have shown that people who are smoking in there profile picture get almost twice as many “left swipes” as those who are not.
Becky G said, “This is a funny video, but it also has a powerful message.” She believes this is an issue in our generation and impacts each and every one of us. The video is filled with catchy lyrics and funny scenes to show why smoking selfies are being “left swiped.” Robin Koval, CEO and president of Legacy, the national public health foundation that directs and funds the truth campaign said, “Our hope is that by calling attention to this fact, we can maintain the forward momentum that we’ve started on reducing teen cigarette smoking rates.”
Director X joined truth to create the video to show any type of smoking is considered smoking including products like hookah and flavored cigars. Recent studies found that one in four teens believe that smoking some days, but not every day, poses no harm to them at all. One in three youth smokers will eventually die from tobacco-related disease making this issue relevant. They believe ending this problem is possible. The stars in this video are recognizable and putting them in familiar situations allows our generation to relate. The video is realistic and gives youth perspectives.
The company launched the campaign Finish It in August 2014 to show that this generation can end tobacco for good. They feel that spreading this message through a music video brings it to a whole new level. “When we launched Finish It with truth last August, we challenged young people to make it their personal mission to be the first tobacco-free generation. In return, they asked for two things: More ‘truth’ and specific things that they can do to help Finish It. ‘Left Swipe Dat’ answers both,” said Glenn Cole, Founder and Chief Creative Officer at 72andSunny.
To view the video visit youtube.com/truthorange or visit thetruth.com to “X Your Profile.” Share the “Left Swipe Dat” video using #LeftSwipeDat. Create your own version of “Left Swipe Dat” and share it with truth by using #LeftSwipeDat on social media sites for a chance to be featured in the next version of the video.
Photo Credit: COURTESY of Alyssa Newman
