In a bold move to address the alarming connection between vaping nicotine and youth mental health, Truth Initiative collaborated with GALE, Mojo Supermarket and We Are Social to develop “Toxic Therapy from Your Vape.” The campaign featured actor and comedian Chris Parnell in an animated role as a vape-turned-faux therapist, shedding light on the misconception that vaping nicotine helps alleviate stress and anxiety. When in fact, research shows nicotine can intensify feelings of anxiety and depression and increase levels of stress.
"Toxic Therapy from Your Vape" is comprised of five animated short videos, including “Texting Anxiety,” “Hypnotherapy,” and “Sleep Exercises,” each featuring the Toxic Therapist character (voiced by Parnell) impersonating a therapist offering unhealthy and detrimental advice during moments of stress.
"Many young people turn to vaping nicotine as a coping mechanism in moments of stress or anxiety, but the truth is that nicotine can often intensify those feelings. We wanted to make it clear to young people that vaping nicotine is—Toxic Therapy," explained Elizabeth Kenny, Chief Marketing and Strategy Officer, Truth Initiative. "We worked with Chris Parnell, a voice our audience knows from shows like Rick and Morty, to bring our animated vape-turned-faux therapist character to life in a way that felt informative, but funny and relatable."
"Through our latest campaign, we aimed to shed light on the often overlooked and harmful effects of vaping. Collaborating with Mojo Supermarket, we sought to create animated spots that not only captivate audiences but also deliver powerful truths. By challenging the misconceptions surrounding vaping, we hope to spark conversations and drive positive change in this industry" Ben James - GALE Chief Innovation Officer
As the colliding crises of youth e-cigarette use and mental health continue to plague our nation, "Toxic Therapy from Your Vape" provided vital information to guide teens and young adults away from vaping nicotine as a misguided coping mechanism. The campaign offered alternative resources for de-stressing and quitting e-cigarettes, including the text-message program from truth, 'This is Quitting,' which is already helping more than 640,000 young people on their journey to quit vaping nicotine. This animated campaign reached youth audiences across multiple platforms, including connected TV, streaming TV and radio, cinema, digital and social media.
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