{"id":24048,"date":"2025-06-17T03:56:02","date_gmt":"2025-06-17T03:56:02","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=24048"},"modified":"2025-06-17T15:24:52","modified_gmt":"2025-06-17T15:24:52","slug":"truth-in-big-tobacco","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/truth-in-big-tobacco\/","title":{"rendered":"How truth Lit a Fire Under Big Tobacco"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>It\u2019s a classic David vs. Goliath story. <\/b><span style=\"font-weight: 400;\">A rebellious rebrand of anti-smoking messaging made teens the heroes\u2014and Big Tobacco the villain.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>No-holds-barred ads put a common practice into a startling perspective.<\/b><span style=\"font-weight: 400;\"> The campaign\u2019s authenticity, data-driven creativity, and strategic media mix set new standards for public health marketing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The results were as disruptive as the message:<\/b><span style=\"font-weight: 400;\"> A 22% drop in youth smoking and $1.9 billion saved in healthcare costs.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">In the battle of PR titans, few stories rival the audacity of \u201ctruth.\u201d This was no brand launching a new sneaker or soda. It was a youth-led public health initiative taking on a multi-billion-dollar industry that practically invented modern advertising.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And it worked.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The truth campaign, launched in the early 2000s, didn\u2019t just disrupt tobacco marketing\u2014it reversed it. Smoking among teens plunged by more than 20% in a decade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For society, this was a health victory. For marketers, it was a masterclass in using your opponent\u2019s greatest strengths against them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive into how truth flipped the script\u2014and why it\u2019s still the blueprint for cause-driven marketing today.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-24050 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/middle-aged-woman-as-a-waitress-behind-a-counter.jpg\" alt=\"middle-aged woman as a waitress behind a counter\" width=\"780\" height=\"500\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201cI worked where people smoked. I chose not to. But I got lung cancer anyway.\u201d &#8211; <\/span><\/i><a href=\"https:\/\/www.youtube.com\/embed\/RrZGlmlaCT8?si=6an3Ecy29XD-LpX0\"><i><span style=\"font-weight: 400;\">Source<\/span><\/i><\/a><\/p>\n<h2>Background: Setting the Stage<\/h2>\n<p><span style=\"font-weight: 400;\">By the late 1990s, the tobacco industry had mastered marketing to kids. They were selling cigarettes with a side of rebellion, independence, and coolness. (One mascot, Joe Camel, was literally a <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Joe_Camel\"><span style=\"font-weight: 400;\">cartoon character<\/span><\/a><span style=\"font-weight: 400;\"> that appealed to children.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Celebrity endorsements, lifestyle ads, and youth-centric campaigns were everywhere, despite growing evidence of health risks. Teen smoking rates reached <\/span><a href=\"https:\/\/www.cdc.gov\/mmwr\/preview\/mmwrhtml\/ss5004a1.htm\"><span style=\"font-weight: 400;\">a troubling 34.5% in 2000<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That same year, the landscape shifted. The 1998 <\/span><a href=\"https:\/\/truthinitiative.org\/who-we-are\/our-history\/master-settlement-agreement\"><span style=\"font-weight: 400;\">Master Settlement Agreement<\/span><\/a><span style=\"font-weight: 400;\"> (MSA) forced billions of dollars out of Big Tobacco pockets for health-related damages. It also severely restricted how tobacco companies can market to youth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One major outcome was the creation of the American Legacy Foundation (now Truth Initiative), funded by tobacco settlement money and tasked with reducing youth smoking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The stage was set. But truth didn\u2019t follow the well-worn path of scare tactics and PSAs. Instead, it rewrote the rules.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-24051 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/multiple-hospital-beds-lined-up-at-a-hospital-entrance.jpg\" alt=\"multiple hospital beds lined up at a hospital entrance\" width=\"780\" height=\"438\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/multiple-hospital-beds-lined-up-at-a-hospital-entrance.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/multiple-hospital-beds-lined-up-at-a-hospital-entrance-300x168.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/multiple-hospital-beds-lined-up-at-a-hospital-entrance-768x431.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201cWe\u2019re going to need more beds.\u201d (<\/span><\/i><a href=\"https:\/\/www.youtube.com\/embed\/RrZGlmlaCT8?si=6an3Ecy29XD-LpX0\"><i><span style=\"font-weight: 400;\">Click for video<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">)<\/span><\/i><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">Honesty\u2019s power comes from how it clearly shows us what we\u2019ve been pretending not to see. Truth leaned into this idea to demolish fact from fiction and let the audience decide what happens next.<\/span><\/p>\n<h3>Core strategy<\/h3>\n<p><span style=\"font-weight: 400;\">Truth\u2019s guiding principle was simple: Reveal, don\u2019t restrict.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of wagging a finger, it pointed a spotlight on tobacco company practices, internal research, and shady strategies. The campaign spoke directly to 12- to 17-year-olds in a language they understood: real, raw, and rebellious.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Its message was part anti-smoking and part anti-corporate manipulation \u2013 with an emphasis on the latter, because no teen likes being told what to do.<\/span><\/p>\n<h3>Creative execution<\/h3>\n<p><span style=\"font-weight: 400;\">Truth ads featured actual tobacco industry memos, meeting notes, and quotes from executives. They were delivered by real teens, not actors, against the campaign\u2019s signature orange branding.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ads confronted uncomfortable truths. They didn\u2019t overhype, but they also didn\u2019t sugar coat. In one, they read from internal memos describing young people as \u201creplacement smokers.\u201d In another, teens stacked body bags outside a tobacco company\u2019s headquarters.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No lecturing. Just truth.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/S0fJyeW3v4o?si=uZYz_605vHbTC1at\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nTruth: Body Bag, 2015.<\/center><\/p>\n<h2>Key Success Factors<\/h2>\n<h3>Authenticity over authority<\/h3>\n<p><span style=\"font-weight: 400;\">Truth understood that teenagers don\u2019t want to be told what to do, especially not by adults. So it skipped the preaching and focused on:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Peer-driven storytelling. <\/b><span style=\"font-weight: 400;\">Campaigns featured youth voices with no gloss or spin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Fact-first messaging.<\/b><span style=\"font-weight: 400;\"> Truth relied on irrefutable data, not fear-based tactics.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cultural resonance.<\/b><span style=\"font-weight: 400;\"> Teens craved authenticity, and truth gave them something to believe in.<\/span><\/li>\n<\/ul>\n<h3>Strategic positioning<\/h3>\n<p><span style=\"font-weight: 400;\">Truth repositioned smoking not as rebellion, but as conformity. (Want to be a pawn of Big Tobacco? Go ahead and smoke. Want to be a real rebel? Fight back.) The strategy was:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Enemy shift. <\/b><span style=\"font-weight: 400;\">The campaign targeted tobacco companies, not individual smokers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Empowerment<\/b><span style=\"font-weight: 400;\">. Teens were portrayed as activists, not at-risk youth.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Identity alignment. <\/b><span style=\"font-weight: 400;\">The message synced perfectly with youth culture\u2019s distrust of authority.<\/span><\/li>\n<\/ul>\n<h3>Media innovation<\/h3>\n<p><span style=\"font-weight: 400;\">This was more than a TV campaign. Truth moved fast into digital spaces just as teens were logging on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Early adoption of digital.<\/b><span style=\"font-weight: 400;\"> From websites to forums, truth met teens online.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Experiential events.<\/b><span style=\"font-weight: 400;\"> Truth Tour activations brought the message to music festivals and schools.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cross-channel storytelling.<\/b><span style=\"font-weight: 400;\"> The campaign bridged traditional and emerging media.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-24052 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/doctor-in-a-white-coat-at-a-morgue-.jpg\" alt=\"doctor in a white coat at a morgue\" width=\"780\" height=\"438\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/doctor-in-a-white-coat-at-a-morgue-.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/doctor-in-a-white-coat-at-a-morgue--300x168.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/06\/doctor-in-a-white-coat-at-a-morgue--768x431.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201cIn 1990, a tobacco company put together a plan to stop coroners from listing tobacco as a cause of death. . . . Why would they try to do that?\u201d<\/span><\/i><\/p>\n<h2>Innovative Elements<\/h2>\n<h3>Documentary-style advertising<\/h3>\n<p><span style=\"font-weight: 400;\">Before \u201cleaked memos\u201d became a media genre, truth was there. Its most powerful creative came from repurposing tobacco companies&#8217; own words as incriminating evidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It traded sensationalism for raw excerpts from internal documents. A teen reading from a document hit harder than any dramatization. It felt like journalism with an edge.<\/span><\/p>\n<h3>Movement building<\/h3>\n<p><span style=\"font-weight: 400;\">Truth hit the streets with more than a message\u2014the campaign sparked a movement. The Truth Tour bus rolled across the country, stopping at concerts and campuses to mobilize young activists.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Long before TikTok, Truth encouraged real participation. Teens connected through events, merchandise, and shared values. Even with national funding, the campaign never felt top-down.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/RrZGlmlaCT8?si=6an3Ecy29XD-LpX0\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nCompilation of truth ads, 2000-2006.<\/center><\/p>\n<h2><b>Impact and Results<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Truth won awards and changed behavior. The numbers are staggering.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.researchgate.net\/publication\/8005596_Evidence_of_a_Dose-Response_Relationship_Between_Truth_Antismoking_Ads_and_Youth_Smoking_Prevalence\"><span style=\"font-weight: 400;\">Youth smoking fell by 22%<\/span><\/a><span style=\"font-weight: 400;\"> in the campaign\u2019s first decade (2000\u20132010).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.ajpmonline.org\/article\/S0749-3797(10)00473-3\/abstract\"><span style=\"font-weight: 400;\">450,000 teens avoided smoking<\/span><\/a><span style=\"font-weight: 400;\"> between 2000\u20132004 alone.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www.jhsph.edu\/news\/news-releases\/2009\/holtgrave-truth-cost-utility.html\"><span style=\"font-weight: 400;\">Johns Hopkins study<\/span><\/a><span style=\"font-weight: 400;\"> estimated $1.9 billion saved in healthcare costs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">By 2022, <\/span><a href=\"https:\/\/truthinitiative.org\/research-resources\/traditional-tobacco-products\/smoking-rates-decline-steeply-teens-2021\"><span style=\"font-weight: 400;\">teen smoking dropped to just 2%<\/span><\/a><span style=\"font-weight: 400;\">, down from 23% in 2000.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The campaign\u2019s cultural impact was equally profound. It earned a spot in Advertising Age\u2019s <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/truth-named-one-of-the-top-15-ad-campaigns-of-21st-century-300018863.html\"><span style=\"font-weight: 400;\">Top 10 Ad Campaigns of the 21st Century<\/span><\/a><span style=\"font-weight: 400;\"> and redefined what cause marketing could look like: edgy, engaging, and effective.<\/span><\/p>\n<h2>Truth orange: Truth 2.0<\/h2>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/HtsoEYIfWeY?si=6u5VLWg7Iewxa7_l\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n\u201cA Breath of Stress Air.\u201d<\/center>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The truth campaign hasn\u2019t ended, but it has evolved.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The original campaign was launched in 2000 to expose Big Tobacco\u2019s manipulation tactics. It was backed by the Truth Initiative (formerly the American Legacy Foundation), a nonprofit born from the historic 1998 tobacco settlement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the next two decades, as teen smoking dropped to record lows, the organization kept its eye on emerging threats\u2014like vaping.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Truth orange is the campaign\u2019s next act.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Truth orange is still run by the Truth Initiative. But it now targets youth vaping with the same strategy that made the original campaign so effective: Confront the industry\u2019s playbook, use cultural fluency, and speak on the audience\u2019s level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This time, however, the battleground is digital. Truth orange uses surreal visuals, sharp satire, and documentary-style storytelling to call out vaping\u2019s false promises\u2014mental clarity, stress relief, harmlessness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaigns like the fictional \u201cDepression Stick\u201d and \u201cBreath of Stress Air\u201d flip vape marketing on its head, showing nicotine\u2019s mental health impact through brutally honest creative.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/DYf0DV32zPE?si=13oukqkuzEzsLsy_\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nDepression Stick.<\/center>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Truth orange remixes the original campaign\u2019s tactics, but the beat remains the same. Like the original Truth commercials, a truth orange ad feels like a disruption rather than a PSA. They treat Gen Z like co-conspirators, not at-risk statistics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Same mission, same organization, same refusal to sugarcoat. Truth orange remixes the formula for today\u2019s media landscape\u2014but it\u2019s still truth, and it\u2019s still lighting a fire under Big Nicotine.<\/span><\/p>\n<h2>Marketer Takeaways<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Turn competitor strengths into weaknesses.<\/b><span style=\"font-weight: 400;\"> Study your opponent\u2019s tactics, not to copy, but to flip. Truth hijacked Big Tobacco\u2019s rebellious image and turned it into fuel for activism.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Authenticity drives engagement.<\/b><span style=\"font-weight: 400;\"> Forget corporate polish. Real stories told by real people build trust, especially with skeptical audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create movements, not just messages. <\/b><span style=\"font-weight: 400;\">Brands that build communities win. Truth connected with teens by inviting them to be part of something bigger.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reframe established narratives. <\/b><span style=\"font-weight: 400;\">Truth\u2019s genius lay in seeing smoking as conformity and manipulation. A simple flip that changed the whole game.<\/span><\/li>\n<\/ul>\n<blockquote><p><b><i>Media Shower\u2019s AI marketing platform helps you craft campaigns that lead with truth. <\/i><\/b><a href=\"https:\/\/www.mediashower.com\/free-trial\"><b><i>Click here for a free trial<\/i><\/b><\/a><b><i>.<\/i><\/b><\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img 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rebellion.<\/p>\n","protected":false},"author":113,"featured_media":24049,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24048"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=24048"}],"version-history":[{"count":2,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24048\/revisions"}],"predecessor-version":[{"id":24054,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24048\/revisions\/24054"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/24049"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=24048"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=24048"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=24048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}