New youth vaping prevention campaign uses dance challenge to tackle serious subject

American Lung Association, Ad Council educate parents and their kids about vaping with new public service announcements created by Hill Holliday

CHICAGO, August 9, 2022 /PRNewswire/ — The American Lung Association and the Ad Council today launched a new series of public service announcements (PSAs) encouraging parents to proactively talk to their children about the dangers and effects of vaping. about health. The new public service announcements, created for free by advertising agency Hill Holliday, are part of a wider campaign to raise awareness of the risks associated with vaping among young people and to help parents of children aged 10 to 14 year olds to engage in important conversations with their children to prevent their children from starting.

“These new public service announcements address the need for parents to learn about the dangers of vaping in a relevant and timely manner,” said michelle hillman, director of campaign development at Ad Council. “We know that stress and peer pressure are the biggest motivators for kids to start vaping. With the start of a new school year and a host of pressures young people face, we’re providing parents with essential resources and encouragement to have meaningful conversations with their kids about vaping.”

Teen e-cigarette use rates increased by 73% between 2016 and 2020.[1] Currently, 2.1 million children use electronic cigarettes[2] and thousands of kids start vaping every day.[3] Despite the growing number of young people who vape, many parents with children between the ages of 10 and 14 do not fully realize the risks associated with youth vaping. E-cigarettes contain harmful and addictive ingredients including nicotine, formaldehyde, which is known to cause cancer, and acrolein, and can also cause irreversible lung damage. Nicotine exposure during adolescence can harm brain development and lead to lifelong addiction to tobacco products. Additionally, children who use e-cigarettes are 4 times more likely to try a traditional cigarette and 3 times more likely to become addicted to nicotine.[4]

“The educational campaigns and conversations parents have with their tweens about issues like vaping are critical. We know from more than 50 years of efforts to end smoking that these educational programs make a difference in deterring young people to use these highly addictive products,” said Harold Wimmer, National President and CEO of the American Lung Association. “While we see historically low smoking rates, e-cigarette use among young people is still unacceptable. Collaboration, such as our partnership with the Ad Council and Hill Holliday, is key to ending the epidemic. youth vaping.”

Developed pro bono by creative agency Hill Holliday, the new public service announcements use pop culture and viral dance video trends to connect parents and their children as an introduction to more serious conversations about the dangers of vaping. The spots feature a dancer, social media influencer and anti-vaping activist Russell Horning“The Backpack Kid”, who rose to fame after his dance video “Flossing” went viral.

“We are proud to launch this important and timely campaign, which will help protect the health of children as they return to school,” said Karen Kaplan, President and CEO, Hill Holliday. “We are deeply passionate about our partnership with the American Lung Association and the Ad Council; this ongoing collaboration has had a tremendous positive impact on the health of Americans and continues to save lives.”

“Young people don’t always think about how the choices we make now can really hurt us when we get older,” said Horning, now 20. “I’m proud to use my platform to encourage kids to never start vaping so they can follow their dreams without the health risks of vaping holding them back.”

The campaign encourages parents to visit for resources for parents to talk to their kids about vaping, such as a “Get the Facts” page on vaping for young people and a conversation guide.

There “#DoTheVapeTalk“PSAs will appear nationwide in given media time and space, in all advertising formats: broadcast, radio, digital, social, outdoor and print. TikTok is committed to further support the campaign, collaborating with some of the platform’s influential creators on the development of personalized content, and providing important donated media to reach parents with the campaign’s critical message. Meta is also committed to providing a given media space to reach parents.Since the campaign launched in 2020, the Lung Association and Advertising Council youth vaping prevention effort has received more than $35.4 million in media support given through television, radio, print, outdoor advertising and digital media, receiving more than 2.7 billion impressions.

For more information on #DoTheVapeTalk, or to access resources on how to talk to kids about the dangers of vaping, please visit

About the American Lung Association

The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease through education, awareness and research. The work of the American Lung Association is focused on four strategic imperatives: defeating lung cancer; champion clean air for all; improve the quality of life of people with lung disease and their families; and creating a tobacco-free future. For more information about the American Lung Association, which has a 4-star rating from Charity Navigator and is a Gold-Level GuideStar member, or to support the work it does, call 1-800-LUNGUSA (1 -800-586-4872) or visit:

About the Advertising Council

The Ad Council is where creativity and causes converge. The nonprofit organization brings together the most creative minds in advertising, media, technology and marketing to tackle many of the most important causes in the country. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let friends drive drunk. smoked bear. Love has no labels.

Ad Council’s innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.orgfollow the Ad Council communities on Facebook and Twitterand display the creation on Youtube.

About Hill Holiday

Hill Holliday is proud to be one of the nation’s top creative marketing agencies, with over 600 employees across our network. Since 1968, Hill Holliday has built its business by winning the daily battle for customer share in the loudest and most competitive categories. Combining communications planning, media and technology with superior creativity, the agency delivers game-changing ideas to industry leaders such as BMW Motorrad, Frontier Communications, Valvoline, Johnson & Johnson, Novartis, Regeneron and Intra-Cellular Therapies. To learn more about the people, work and culture of Hill Holliday, visit

[1] Centers for Control and Prevention of Disasters. Notes from the Field: E-Cigarette Use Among Middle and High School Students—National Youth Smoking Survey, United States2021. Morbidity and Mortality Weekly Report. October 1, 2021; 70(39): 1387-1389.

[2] Centers for Control and Prevention of Disasters. Notes from the Field: E-Cigarette Use Among Middle and High School Students—National Youth Smoking Survey, United States2021. Morbidity and Mortality Weekly Report. October 1, 2021; 70(39): 1387-1389.

[3] Centers for Control and Prevention of Disasters. National Youth Tobacco Survey, 2018. Analysis by American Lung Association Epidemiology and Statistics Unit using SPSS software.

[4] Barrington-Trimis JL, et al. Electronic cigarette use and subsequent smoking frequency in adolescents. Pediatrics, 2018; 142(6):e20180486


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SOURCE American Lung Association