American Lung Association | Ad Council


How do we get parents to talk to their kids about the danger of vaping?


Digital, TV, Video

“Head in the Clouds” launched as a campaign to get parents to realize the dangers of teen vaping. 

In 2019, the FDA and US Surgeon General declared it an epidemic: more than 27% of U.S. high-school students and 10.5% of middle schoolers are using vape, and the numbers are increasing every year. With the serious health complications, or worse, that vaping causes, it has created a new trend of nicotine use, and a lifetime of addiction among these kids. The work simply exposes the dangerous blind spots parents may have when it comes to teens and vape: what we don’t know about vaping could hurt, or even kill our kids.

View all work from American Lung Association | Ad Council »