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Talk About Tobacco Campaign

When 60% of parents don’t know their child is vaping, silence isn’t just awkward … it’s dangerous.

In Oklahoma, more than 1 in 5 high schoolers vape, some starting at just 11 years old. Talk About Tobacco from the Tobacco Settlement Endowment Trust (TSET) launched on one transformative insight: conversation is prevention. When parents move from avoidance to action, they can disrupt the pattern.

This campaign doesn’t just push parents to “have the talk.” it removes every barrier to doing it. Through hundreds of assets across TV, radio, digital and social, Talk About Tobacco delivered urgent wake-up calls paired with practical resources: age-specific conversation guides, an interactive experience, classroom materials, and research-backed nicotine guides that turn worry into words.

The shift from awareness to action—that’s where behavior change happens.

Take 2 : 30

Life Isn’t Scripted : 30

On Repeat :15

Mental Health :15

Radio

Billboard – Youth Addiction

Talk About Tobacco: Parent Guide

Print – Talk Early Talk Often

PTA kit