To help Gen Z realize how Big Nicotine is using them, we led with a simple truth:

"If you vape, you're not only Big Nicotine's customer. You're their lab rat."

Big Nicotine isn't required to test long-term effects before products hit shelves, that's why today's vapes and pouches carry nicotine levels never seen before, making every hit essentially unknown territory. This campaign gave Gen Z the language to name what the Nicotine Industry is doing to them.

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