Young people like to be daring. They like drugs that are trending. They like candy flavours. Vaping fits all these criteria. In the US, vaping has also grown a collection of misconceptions. That nicotene helps to alleviate stress and anxiety is one. Add that to a situation where stress and anxiety are surging in young people and you have a growing problem. (In fact, nicotine can intensify feelings of anxiety and depression and increase stress levels according to research collected by Truth Initiative.

Truth Initiative’s campaign wanted to debunk these misconceptions as well as reach young people who are resistant to authorities telling them what not to do. Agency, Mojo Supermarket, came up with the idea of animation and a “Toxic Therapist” character (who is also a vape), offering unhealthy and detrimental advice, that the campaign pits against facts. The voice of the Toxic Therapist is Chris Parnell, who the audience will recognise from Rick and Morty. Truth Initiative is a US non-profit public health organisation working to end tobacco and nicotene addiction.

The animated truth campaign will run across connected TV, streaming TV and radio, cinema, digital and social media in the US and has launched just ahead of World Mental Health Day on October 10.

Additional content and collaborations will roll out throughout the fall including partnering with mental health social media influencers such as Jeff Guenther, LPC, Micheline Maalouf, LMHC, and Dr. Justin, PHD. A new TikTok show from the truth campaign, Everything Sucks Right Now, hosted by popular influencers, Vincent Marcus and Christian Vierling, is also addressing topics that are bothering young people right now like vaping, relationships, and the environment.

On November 1, Stress Awareness Day, a Snapchat filter will extend the campaign enabling users to engage with the Toxic Therapist face-to-face digitally with a lens that creates a virtual toxic therapy session that drives to healthy coping solutions.