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Young Adult Vaping Cessation

Supporting the JUUL generation to quit vaping

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

The 4-month campaign generated more than 35K website sessions, 42K ad clicks, and 400 QR code scans from college campus posters. The MA Quitline also saw a 233% increase in completed enrollments among young adults.

Client
Massachusetts Tobacco Cessation and Prevention Program and Massachusetts Attorney General’s Office
Services
Audience Research
Campaign Development
Video Production
Media Strategy
Woman on a sofa watching a laptop video ad that reads, This ad won't make you quit vapingTwo people holding phones with English and Spanish vaping cessation ads that say to text Start to 36072
Vaping cessation social posts, including But knowing you'll feel less anxious or stressed mightBus side ad reading This ad won't make you quit vaping. Text Start to 36072.Transit poster reading This ad won't make you quit vapingWall poster reading This poster won't make you quit vaping

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