Ditch the Vape, Get what’s yours
Created for the Evelyn Lilly Lutz Foundation, Ditch the Vape Get What’s Yours flips the script on traditional anti-vaping PSAs. Instead of scare tactics, we hit teens where it hurts—their wallets. Vaping costs the average high schooler $1,500 a year, so we showed what that money could buy instead. A playful film starring real Beverly, MA students kicked off the campaign, sparking a wave of user-generated videos that turned our message into a movement.
Hundreds of teens responded to our call, sending in videos that showed how they spend their time without vaping. Their lives became our content, fueling a steady stream of fresh, authentic material that kept the campaign alive, relevant, and entirely teen-powered.
The ads ran across TikTok, Instagram, X, and Facebook—blowing past industry benchmarks for engagement and driving thousands of new visits to the Ditch the Vape site, where teens can find real tools and support to finally quit.
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