Jon Pardi is joining forces with truth, one of the largest and most effective youth tobacco prevention campaigns, in a new commercial against Big Tobacco, as they target lower-income communities.
“A staggering 72% of remaining smokers come from lower-income communities and young adults have the most to lose,” says Mary Choi, truth correspondent, at the start of the video. The campaign, titled “Worth More,” exposes the tobacco industry’s exploitation of residents in these areas.
The commercial spot is set to debut during the 60th annual GRAMMY Awards and features Jon along with Imagine Dragons frontman, Dan Reynolds.
“Just cause they see you that way, doesn’t mean you have to be that way,” Jon says for his part in the commercial.
According to the website, the truth is about exposing Big Tobacco’s lies and manipulation. And while they keep adapting their tactics, truth keep’s it real. This isn’t about throwing stones at smokers. It’s about finding and turbo-charging new fun ways to do what no generation has ever done before – end smoking.