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The goals of the campaign were to educate the target audience by increasing awareness and understanding of the dangers of smokeless tobacco use and to create cognitive dissonance so they will rethink their relationship with smokeless tobacco and decrease their intent to use it

Additionally, the board passed several other new requirements, notably: Retailers must require a customer to present a valid government-issued photographic identification card if they appear to be under 40-years-old and wish to purchase tobacco products

Key takeaways Vaping is not a healthy way to deal with stress or anxiety

Offers a balance between throat hit and flavour intensity

"When you're running a tobacco control program, especially a media campaign, if you have the worlds best ads and not enough money for people to see them, they dont work." With tens of millions of dollars going into the fight over the tobacco tax measure, its unlikely any California voter could avoid ads this election season