If preventing tobacco use was as easy as telling people it’s bad for them, we would have won the battle long ago. The tobacco industry spends billions promoting e-cigarettes and other tobacco products every year. And every year, these campaigns are successful. New youth try tobacco, and many become addicted to nicotine for life.
To counter tobacco marketing effectively, we must use messages that click with young people. Research tells us that not all health messages are created equal. Our framing matters. So what works and what doesn’t? Take a look: