The Tobacco Settlement Endowment Trust is launching a statewide prevention campaign called "Worth It" to discourage tobacco and nicotine use among Oklahoma teenagers. The initiative combines professional photo and video advertisements with social media content created with input from Oklahoma teens.
The campaign provides information about vapes, nicotine pouches and other products while highlighting how nicotine can interfere with goals teens value, including sports performance, mental health, financial security and physical well-being. Research with Oklahoma teens shaped the messages to make them feel honest and relevant to young people's lives.
According to the 2024-2025 Oklahoma Youth Tobacco Survey, 8.7% of Oklahoma public high school students currently use e-cigarettes. The campaign will reach teens ages 13 to 17 starting Aug. 31 through movie theaters, school posters and digital platforms including YouTube, Snapchat, Instagram, Facebook, video games and music services such as Spotify and Pandora.
The initiative also directs teens to My Life, My Quit, a free service offering one-on-one help through text messages, web chat and phone calls for those seeking to quit nicotine. Teens can reach the service by visiting MyLifeMyQuit.com or texting "Start My Quit" to 36072.