Before

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In 2017, Colorado led the nation in youth vaping, and Summit County led Colorado. In Summit County, 40.6% of high school students had reported vaping in the past 30 days compared to 27.0% across the state. In order to reverse a dangerous trend, Effct.org partnered with the Summit County Tobacco Coalition in 2021 to drive behavior change amongst the youth of Summit County.

 

After

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As of 2023, the Summit County Tobacco Coalition, with support from Effct.org, has driven a 71% decrease in youth vaping since 2017 according to 2023 data from the Healthy Kids Colorado Survey.

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Over the past three years, we've focused on engaging with local youth by utilizing platforms and messaging that appeal to them. We've conducted thorough research, both primary and secondary, to develop an innovative strategy tailored specifically for young Summit County residents. Our approach is all about keeping it real and relatable. We want to ensure our message hits home, so we've gathered genuine stories about vaping from their peers. By sharing these personal experiences, we've aimed to have a powerful and lasting impact on vaping in Summit County.

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Over the course of our campaign, we've interviewed several young people in Summit County who had previous experiences with vaping and nicotine. From this, we've created the "Vaping Sucks" campaign, which uses digital content including videos, static images, Snapchat ads, and Facebook ads. This content directs youth to our website, VapingSucks.org, which contains resources for quitting vaping. The campaign has generated over 11.5 million impressions, setting the stage for true behavior change across Summit County. The importance of reaching as many youth and adults as possible, and doubling down on our message, is the first and most important element of behavior change.