TRUTH INITiATIVE - Vaping nicotine: it’s a breath of stress air

For years, the tobacco industry has told teens that vaping is a great way to relax. But in reality, vaping nicotine increases feelings of stress and anxiety.

So we wanted to show them that what they think is chilling them out is actually stressing them out.

LOOP

When you vape to help your stress, it makes you feel more stressed. Which causes you to vape more. Then stress more. Over and over again.

Stre$$

Vaping companies have been calling their products stress relievers for years. Hmm...wonder why they'd do that?

(Money. The answer is always money.)

PRESS

Today, Muse, Campaign, Morning Brew

AD: Eddy Allen

CDs: Jono Paull, Tim Kang, Ilana Wolstein