GENRE Truth fits into several different genre categories. It is MULTIMODAL as it incorporates videos, words, images, art, facts, numbers, charts... anything that you could possibly think of, Truth is doing it. It is a website. It is TV commercials. Above all the genre is that of an informational campaign - to be specific a 21st century information campaign aimed at ending smoking. The fact that it is a 21st century campaign is relevant because this is really the first century that has fully understood the dangers of smoking and is one of the first generations that has all of the facts at their disposal - largely thanks to the Truth informational campaign.