Unhyped
Vermont Department of Health youth vaping prevention campaign (US-VT) launched in response to the 2019 surge in teen vaping, with annual paid digital media since 2020 on flavors, harms to brain and body, industry tactics and addiction; later extended to cannabis vaping.
- Years
- 2020–now
- Country
- United States
- Topic
- DrugsTobaccoVaping
- Asks people to
- Never start
- Strategy
- Industry denormalization
- Channel
- InfluencerSocial (paid)
- Audience
- Youth
Evidence
Quasi-experimentalMixed
In the PACE Vermont cohort (n=433), adolescents aware of Unhyped in 2020 were more likely than propensity-matched controls to perceive great risk from weekly vaping (49.3% vs 24.3%) and less willing to try vaping a year later (15.8% vs 40.1%), but there was no effect on vaping behavior (Glasser 2025).
Sponsor (who paid)
- Vermont Department of Health, Tobacco Control Program State local government, funder and creator
Credits (who made it)
Not recorded yet.
Related campaigns
Sources
- Glasser AM et al. Effect of a State-Level Vaping Prevention Campaign on Beliefs and Behaviors in Young People. Subst Use Misuse 2025;60(5):659-668 evaluation · 2025 · DOI 10.1080/10826084.2024.2446741 · PMID 39743729
- Vermont Department of Health: Tobacco - Our impact sponsor
Research notes
US-VT. Influencer channel assumed from teen digital focus; verify. Site UnhypedVT.com (not visited). Ad library search: "Unhyped", "Vermont Department of Health", "802Quits". Procurement search 2026-10-22: Vermont vendor-payment data (786x-sbp3) show Tobacco Control Program marketing payments to Rescue Agency PBC (USD 2.13M, Sep 2019-Sep 2021) and Rinck Advertising (USD 4.0M, Dec 2021-2026; tobacco counter-marketing contract reported Oct 2021); the 2024 Tobacco Settlement Funds Report calls Hark Media the 'state marketing contractor' for tobacco/vaping. Possible vendor for the 2020 launch: Rescue Agency; later flights: Rinck Advertising or Hark. No record names Unhyped.
Record cases/vt-unhyped.json, updated 2026-10-22· Link to this campaign