The number of young adults between 18 and 21 years old who tried vaping- or e-cigarettes- increased more than 400% from July 2017 to October 2018. It’s one of the fastest growing sources of nicotine use for youth and young adults, largely influenced by social media advertising and appealing flavors. The Truth Initiative is America’s largest nonprofit public health organization committed to making tobacco use a thing of the past. Since its inception, the Truth Campaign has won countless awards for their work in advertising and health communication, not to mention preventing over 2.5 million new smokers and awarding almost a million dollars in grant funding.Dr. Elizabeth Hair and Dr. Barbara Schillo join this week's episode to discuss theTruth Initiative’s evidence-based health communication process, their innovative implementation of peer-to-peer campaign strategies, and the direct impact of their campaigns to include significant reductions in combustible use.