'Get Your Head Out of the Cloud' was created by Hill Holliday and has been launched with the American Lung Association
The Ad Council is launching a new campaign with the American Lung Association to prevent youth vaping. Dubbed 'Get Your Head Out of the Cloud', the new campaign is strikingly different than other vaping prevention initiatives – we’re speaking to the parents of 10-14 year-olds, empowering them to get the facts about vaping and encouraging them to have ongoing and productive conversations with their kids about the risks of vaping. It was developed pro bono by Hill Holliday.
“Youth vaping has skyrocketed, placing our children at risk of a lifetime of tobacco addiction and harm to developing lungs and overall health,” said American Lung Association president and CEO Harold Wimmer. “We want to support students, parents and schools who are dealing with this rise in teen and tween vaping. The American Lung Association is leading a response to this public health crisis with a comprehensive plan and proven approaches to ensure a vape-free future for our kids.”
According to new research conducted by the Ad Council and C+R Research, only 2 in 5 parents are confident that they can influence their child not to vape. To encourage conversations between parents and their kids and counter misinformation from Big Tobacco about the dangers of vaping, the Lung Association is partnering with the Ad Council to launch the nationwide awareness campaign, “Get Your Head Out of the Cloud.”
Created by Hill Holliday, the campaign aims to serve as a wake-up call to parents of 10- to 14-year-olds to the dangers of vaping and encourage ongoing and effective conversations with their children to prevent them from starting to use e-cigarettes. To provide parents with a simple roadmap to having the conversation with their kids, “Get Your Head Out of the Cloud” includes free educational resources and guides, conversation starters and facts about vaping at TalkAboutVaping.org.
“We know there is a serious knowledge gap among parents about the dangers and prevalence of youth vaping throughout the country – many are confused about the risks and unaware that nearly 8,000 kids start vaping every day,” said Ad Council president and CEO Lisa Sherman. “We’re proud to join with our long-time partners at the American Lung Association to provide tools, resources and education to help put an end to the youth vaping epidemic.”
Accompanying the PSA and website resources, celebrities including Alysia Reiner, Marlee Matlin and Rosie Mercado have joined 'Get Your Head Out of the Cloud', lending their support to educating other parents about the risks of youth vaping and the importance of ongoing conversations with their children about the issue.