Worth It (Oklahoma)
Oklahoma Tobacco Settlement Endowment Trust (TSET) youth nicotine prevention campaign rolled out in September 2026, focused on how nicotine affects teen mental health now (anxiety, irritability) rather than long-term disease, with ads on social media, in video games and in movie theaters.
- Years
- 2026–now
- Country
- United States
- Topic
- Mental healthTobaccoVaping
- Asks people to
- Never start
- Strategy
- Fear appeal
- Channel
- CinemaSocial (paid)
- Audience
- Youth
Evidence
NoneUnknown
Sponsor (who paid)
- Oklahoma Tobacco Settlement Endowment Trust (TSET) Settlement funded, funder
Credits (who made it)
Not recorded yet.
Related campaigns
- Behind the Haze 2021–now
- Quit the Hit 2021–now
Sources
Research notes
Drafted by Claude on 2026-10-28 for #130 from the sources listed; unreviewed (summary and cardSummary included). US-OK. Strategy fear-appeal is a loose fit (short-term mental health harms); revise once the ads are seen. TSET's earlier youth vaping ads (Behind the Haze, 'Caught in a Mood' 2024, 'The Great Manipulator' and 'Dreamtaker' 2021) belong to the TSET Healthy Youth Initiative; only Behind the Haze has its own record. In-game ads have no channel value; not tagged. Check the number: 'more than one in five Oklahoma teens' vape or use nicotine.
Record cases/ok-tset-worth-it.json, updated 2026-10-28· Link to this campaign