Rethink Vape
Youth vaping prevention campaign developed by Eastern Virginia Medical School (US-VA) with a 36-member Teen Advisory Council, an expert panel and a marketing company: video ads, a microsite and social accounts on what is in vape aerosol, health risks and Big Tobacco ties. Tested in a randomized online experiment before a 6-week geo-fenced digital run on mobile apps, Snapchat, YouTube and Spotify.
- Years
- 2020
- Reach
- 3.8M impressions as reported“The 6-week run delivered 3,838,465 impressions, 770,443 completed video views and 18,316 clicks (England 2021).”
- Country
- United States
- Topic
- TobaccoVaping
- Asks people to
- Never start
- Strategy
- Industry denormalization
- Channel
- Social (paid)Website
- Audience
- Youth
Evidence
ExperimentalPositive
Pre-launch randomized online experiment (n=268 teens): vaping knowledge, risk perceptions and anti-vape intentions rose among those who saw the materials, not among controls. The 6-week run delivered 3,838,465 impressions, 770,443 completed video views and 18,316 clicks (England 2021). No behavioral outcome.
Sponsor (who paid)
- Eastern Virginia Medical School, Division of Community Health and Research Academic, creator
Credits (who made it)
Not recorded yet.
Sources
- England KJ et al. Rethink Vape: Development and evaluation of a risk communication campaign to prevent youth E-cigarette use. Addict Behav 2021;113:106664 evaluation · 2021 · DOI 10.1016/j.addbeh.2020.106664 · PMID 33038677
Research notes
Drafted by Claude on 2026-10-28 for #130 from the sources listed; unreviewed (summary and cardSummary included). US-VA (Hampton Roads area assumed from EVMS; geo-fence location not stated in the abstract). Run year not given in the abstract; 2020 inferred from online publication in September 2020; check the full text. Site rethinkvape.org not opened. Check the numbers above against the paper.
Record cases/va-rethink-vape.json, updated 2026-10-28· Link to this campaign