Case Study: Truth Initiative mobilizes thousands of young activists and secures 5,000+ petition signatures with Upland Software

truth Uses Text Messages to Empower Young Activists to Take a Stand Against Cigarettes in Pharmacies

truth (part of truth Initiative) faced the challenge of confronting tobacco sales in pharmacies: although CVS went tobacco-free, over 53,000 pharmacies still sold tobacco—normalizing smoking for young people—and major chains like Walgreens remained targets. The organization needed an effective way to inform and mobilize its network of young activists (“Finishers”) and drive focused action against retailers that continued to sell cigarettes.

truth ran a multi-stage, SMS-led campaign built around a trusted messenger, Cas, combining #TakeBackTheShelves storytelling, a “Not Happy, Not Healthy” petition targeting Walgreens, an online toolkit, and an in-person protest at a shareholder meeting. The petition exceeded expectations (from a 1,000-signature goal to 5,000 in a week), generated media coverage, and mobilized thousands; SMS proved especially effective—driving 55% of petition participation versus 23% from email—while informing tens of thousands about the issue.

Truth Initiative

Dio Favatas

Managing Director