Alma, The Facts Now Debunk Myths About Vaping in a New Spot

The Facts Now, together with Miami-based agency Alma and Tobacco Free Florida, just launched a new campaign that hopes to address the many misconceptions surrounding vaping.

In an ad series titled "Vaping Is Ugly Behind the Screen," the latest initiative from the two emphasizes the power of social media to influence users to vape, leaving behind the health risks it poses. 

Alma's research on the matter revealed that while Gen Z seeks out authenticity on social media, most users who vape don't show the consequences of the activity. 

"Social media has had a positive impact on so many young people’s lives, but it’s also exposed U.S. teens to content that doesn’t paint a realistic picture of addition," shared Alvar Suñol, Alma's chief creative officer.

Suñol drives this point home by emphasizing the power of authentic and transparent content in driving action and raising awareness among teens to help make a difference. 

Tobacco Free Florida Bureau Chief Laura Corbin adds that continuing these efforts to reach Floridians can help keep them informed of the dangers that vaping poses. 

Leaving the Details Out of the Screen

"When you open social media, it'll make you believe vaping looks harmless," the narrator kicks off the one-minute hero spot, as teenagers get engulfed in various pro-vape content. 

In the videos posted on social media, teenagers are seen taking a hit of their vape before playing sports, vaping during road trips, and matching their vapes to their outfits of the day. 

However, they don't post what happens behind the scenes, hiding the negative effects of vaping from their audience. 

These include the desperation for a hit, the anxiety that comes with losing your vape, the unexpected cough attacks, the sleepless nights from nicotine withdrawals, and the mood swings.

"Nobody posts how bad their addiction is. So don't fall for everything you see on your feed," the narrator emphasizes, as he closes the spot.

Two 30-second ads show the "behind-the-scenes" footage taken by the content creators who advocate vaping.

In "Behind the Road Trip," a man finishes filming his video post before panicking upon losing his vape in the car.

The commercial ends with the fact that nicotine and vaping can be as addictive as cocaine or heroin. 

Meanwhile, "Behind the Ball" shows an athlete experiencing a coughing episode during his basketball session with friends, struggling to breathe.  "Using vapes can lead to respiratory damage," the narrator concludes.