Center for Tobacco Products

Kathleen Crosby, Director of the Office of Health Communication and Education
Gem Benoza, Director, Division of Public Health and Education
Shay Abagat, Supervisory Health Communication Specialist
Allison Alexander, Supervisory Health Communication Specialist

FCB New York *Lead Agency

Suzanne Santiago, EVP, Group Management Director
Dimas Adiwiyoto, SVP, Account Director
Jared Shell, Account Director
Ariana Tsapralis, Account Supervisor
Brooke Kamenoff, Senior Strategist
Gary Resch, EVP, Executive Creative Director
Chandani Karnik, Senior Copywriter

Initiative New York

Dan Tighe, Managing Director, Client Advice & Management
Katie Sullivan, Director, Digital Partnerships
Lindsay Gilfeather, Associate Director, Digital Partnerships
Sloane Casey, Manager, Digital Partnerships
Max Slonim, Strategy Director

In 2019, an entire generation of teens were becoming addicted to nicotine. One in three teens were currently vaping, a behavior they considered harmless. Five months after launching, we exposed teens to The Real Cost’s “My Vaping Mistake” series and asked them what they thought of vaping. A third of exposed teens felt that vaping caused significant anxiety, and 9 out of 10 were now aware of the serious mental and physical health risks of vaping.