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This teen vaping ad campaign targeted central Idaho teens on Snapchat, Instagram, and YouTube. Each ad had 10 seconds to capture the attention of a notoriously skeptical audience that can spot bias a mile away. We based this campaign on research that shows what types of messaging teens respond to when it comes to vaping: they don’t like chemicals in their lungs; they’re often surprised to find themselves addicted; and they don’t like the fact that big tobacco companies benefit from teen vaping and addiction.