Over 50% of Gen-Z wants to quit vaping. But without guidance, they end up guessing how to quit instead of getting it done.

How do you tackle an industry that spends $25B a day to keep gen-z addicted? You can’t outspend them. But you can outsmart them.
We launched Truth Initiative’s Ex-Program with “Outsmart Nicotine”. This campaign combined Ex Program’s proven methods with Gen-Z’s desperate search for internet hacks to create a series of fun relatable stories to remind gen-z it’s easier to quit with a plan.