046-484753-10-OKC

Talk About Tobacco Campaign

In Oklahoma, 21.8% of high school students are vaping, with some starting as young as 11, and 60% of parents whose children vape don’t know it’s happening. The Tobacco Settlement Endowment Trust (TSET) launched Talk About Tobacco, a campaign rooted in a powerful insight: Conversation and communication can make a real difference in kids’ and teens’ lives. Through a strategic mix of urgent, empowering messages and practical resources, Talk About Tobacco meets parents where they are, starting or continuing the conversation.

The campaign featured hundreds of assets across TV, radio, digital and social channels, and provided unique take-home resources for parents and educators, such as age-specific conversation guides, an interactive experience, classroom worksheets and posters, and research-backed nicotine guides. The multi-pronged approach resonated immediately — in its first month, the campaign achieved a 90% video completion rate with over 4.4 million completions, while social videos exceeded engagement targets by 17%. Most importantly, thousands of Oklahoma parents accessed and used the online resources, impacting families across the state.

TV – Over The Wall :30

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