Truth Initiative is helping young people start an anti-vaping movement.
The group began running TV ads for its latest campaign, Ready to Ditch Juul, which highlight TikTok videos. Truth worked with influencers on the effort to show creative ways that people are throwing away their Juul.
The first TikTok challenge, #ThisIsQuitting, urges teens to get creative with trick shots into a glass of ice water. Some launch their vape into the sky on a weather balloon while others simply toss it into a bottle of water in the ad.
The campaign also encourages teens to get involved with Truth’s quitting campaign via text. The program sends quitting tips and support straight to young people’s phones to help get them off e-cigarettes.