Truth Initiative: Breath of stress air

truth, a non-profit, launched Breath of Stress Air with a TikTok takeover to inform young people in the US about the dangerous association between vaping nicotine and stress to increase knowledge on the subject.

Summary

The COVID pandemic was devastating for young people, sparking a mental health crisis that continues. While many young vapers (81%) start vaping to help cope with feelings of stress, anxiety, and depression,1 studies show vaping nicotine can increase feelings of stress and anxiety.2

truth saw an opportunity to show youth that the vice they were turning to (vaping) to cope with stress wasn't helping. Qualitative research revealed that young people believed vaping companies lie3and that "vaping doesn't prevent anxiety—it is the cause of it." We launched a new campaign to spotlight that...

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