Massachusetts Tobacco Cessation and Prevention Program (MTCP)
and Massachusetts Attorney General’s Office (AGO)
This Ad Won’t Make You Quit Vaping
Supporting the JUUL generation to quit vaping
CAMPAIGN DEVELOPMENT
VIDEO
PRODUCTION
MEDIA STRATEGY & BUYING
GRAPHIC
DESIGN
Insights: Young adults view vaping through the lens of stress, routine, and social norms, with mental health playing a central role in both use and motivation to quit. Cessation messaging resonates most when it feels honest and supportive.
Impact: Since the campaign’s launch in November ’25 – February ‘26, it has generated over 35K website sessions, 42K ad clicks, 3.2M completed video views, and 400 QR code scans from campus posters. Early engagement signals strong interest.