Case Study: Tacoma–Pierce County Health Department reaches teens with anti-vape messaging through JayRay

Tacoma–Pierce County Health Department supports youth vape prevention with JayRay as 90% of Pierce County teens choose not to vape

The Tacoma-Pierce County Health Department faced the challenge of creating a public service announcement to combat teen vaping that its young audience would not tune out. They partnered with the vendor JayRay for campaign development and youth audience research to cut through the prevailing vape culture with a more effective approach.

JayRay developed multiple anti-vaping PSA concepts and tested them directly with middle school students through structured feedback sessions. This process revealed that messaging focused on anxiety and mental health resonated most strongly. The resulting "Escape the Vape" PSA was shaped around these insights, meeting teens where they were emotionally. The campaign achieved a significant measurable impact, with 90% of Pierce County teens choosing not to vape, and led to an expanded partnership between the health department and JayRay.

Tacoma–Pierce County Health Department