California Tobacco Control Program

When e-cigarettes arrived on the scene, they were touted as a safer, less addictive alternative to traditional cigarettes, when in fact the opposite was true. To add insult to injury, the tobacco industry's bottom line didn't suffer from vaping's rise in popularity — in fact, they profited heavily by spinning up their own vape brands. As part of the California Department of Health's ongoing crusade against e-cigs, we launched a massive campaign, developed over multiple years, to expose the true dangers of vaping and Big Tobacco's lies to cover them up.