Today, the American Lung Association and the Ad Council launched a new national campaign aimed at helping parents of children aged 10-14 understand their role in discussing the dangers of vaping. The campaign features "You're The Best Person" creative assets across various media formats, developed pro bono by Hill Holliday.
According to the American Lung Association, 2.1 million kids use e-cigarettes, with 4,000 starting daily. Despite youth vaping's prevalence, many parents are unaware of its risks, such as one vape containing as much nicotine as a pack of cigarettes and potential harm to adolescent brain development leading to lifelong tobacco addiction.
“Youth vaping continues to be a serious public health concern across the U.S., and it is disheartening that so many teens are addicted to these dangerous products,” said Harold Wimmer, president and CEO of the American Lung Association. “Based on our decades of experience in tobacco control, we know that it is key to prevent youth from starting to use tobacco products in the first place. That’s why this new campaign in partnership with the Ad Council is critical in our work to educate parents and protect teens from the health impacts of vaping.”
The campaign highlights nostalgic methods Gen X and Millennial parents received health messages growing up, reinforcing that they are best suited for these conversations. Videos like “Narrator” and “Sitcom” illustrate how parents can discuss vaping openly with their children.
“Vaping is one of those issues that’s been normalized. We wanted to point out the real health risks of vaping and do so in a way that someone might even pay attention to,” said Dave Weist, chief creative officer at Hill Holliday. “Still, this campaign is directed to the parents. When it comes to having a conversation about vaping, don’t let someone else do that job. The best person to talk to your kid about vaping is you.”
The PSAs will appear nationwide through donated media time and space across all advertising formats: broadcast, radio, digital, social media, out-of-home advertising, and print. Social media influencers including healthcare professionals will also participate in spreading awareness.
“Our ongoing partnership with the Lung Association continues to bring critical awareness to the youth vaping crisis nationwide,” said Heidi Arthur, chief campaign development officer at the Ad Council. “Using the power of humor and nostalgia, our latest work reminds parents everywhere that no one can connect with their child like they can – especially when it comes to talking about the dangers of e-cigarettes.”
Parents are encouraged to visit TalkAboutVaping.org for resources including facts about vaping and conversation guides.
Since its launch in 2020, more than 5.5 million visits have been made to the campaign website. Parents exposed to at least one PSA are 30% more likely to discuss vaping dangers with their children compared to those who haven't seen any PSAs. The campaign has garnered over $98.9 million in donated media support and more than 10.5 billion impressions across various media platforms.
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