Tobacco Free Florida | Quit Games
Reframing nicotine as a social liability for a generation that cares more about status than stats.
Objective
Convince teens to never start or to stop using nicotine.
Audience
Media-obsessed, status-driven teens aged 13–17 who tune out anything that feels boring or authoritative.
Key Insights
Cool is curated.
Teen social currency — the blend of appearance, behavior, and influence that defines cool — is built online, borrowed from feeds, group chats, and binge-worthy shows.Belonging drives behavior.
Teens follow trends not to conform, but to stay relevant and connected — it’s about social momentum, not peer pressure.Nicotine fits the social script.
Vaping and Zyn use are less about addiction and more about participation — a performance of fitting in.Entertainment is identity work.
Teens see themselves in reality TV and influencer content, using it to explore and express who they are.
Key Findings
46% of American teens are online “almost constantly.”
TikTok, Snapchat, YouTube, and Instagram dominate daily use.
Short-form video and meme culture are the main content formats.
Reality-style, high-drama, and fast-paced media (e.g., Beast Games, Too Hot to Handle) drive engagement and conversation.
Strategy
Flip the script on nicotine. Reposition vapes and Zyns as the enemy of cool by showing how they drain social currency — appearance, behavior, and influence.
Infiltrate teen culture with drama-filled, reality-style content that feels native to their feeds, embedding the physical and social downsides of nicotine into stories they’ll want to share, not scroll past.
Role
Lead Strategist & Presenter
Presented to representatives of Tobacco Free Florida and their agency of record, Alma.
Client
Tobacco Free Florida X Alma
Problem
Teens crave being cool in order to fit in.
Adopting the latest trend in nicotine use is one way they try to achieve that status.
Social Currency
Social currency is what contributes to how cool you are.
Teens are obsessed with it.
Appearance
Behavior
Insight
Cool isn’t instinctive, it’s downloaded.
Teens don’t just pick up on what’s cool; they stream it, scroll it, and study it.
Their social currency is earned through the latest trends, dictated by the media they obsessively consume.
Online Reality
Nicotine is normalized and glorified in teens’ digital worlds.
Influence
So, how can we infiltrate youth culture before nicotine does?
Our Way In
Presented by me, Daisy!
Welcome to Quit Games
Quit Games is a social media content series disguised as a reality show that exposes what nicotine addiction really looks like.
It features 7 nicotine addicted contestants as they compete to win a $50,000 prize for resisting their withdrawals.
The catch is, there is no winner. Because no one ever wins when nicotine is in play.
Teasers
The Quit Games launch begins with short form teasers that can be mistaken for trailers launching a new reality competition show, exposing the social isolation that accompanies nicotine addiction.
YouTube Series
An 8-week YouTube series built in the spirit of Beast Games and Too Hot to Handle — packed with wild challenges, big personalities, and dramatic entertainment. Designed to hook teens and make an impact, each episode drives home one clear message: nicotine isn’t just bad — it’s embarrassing.
Character Highlights
We’ll amp up the Quit Games conversation by sharing static content of our most memeable, repostable, and gag-worthy moments on Snapchat and Instagram. We’ll dive deeper into the withdrawal struggles of our characters, highlighting their most embarrassing moments.
Katie Ritchie
IG: 502K Followers
GRWM-style IG reel/ YT Short on quitting journey & tying in Quit Games
Meme Content
We’ll then infiltrate meme culture, capturing the characters’ moments of weakness as they feign for nicotine.
Instagram Stories
Instagram interactive stories built to reinforce the message and boost engagement.
Snapchat Discover
Leveraging Snapchat as a core channel to spark and sustain conversation — meeting teens where they talk most.
User Generated Content
Justin Lupo
IG: 205K Followers
IG reels comedic skit in his signature style inspired by the Quit Games content
Anthony Richardson
IG: 325K Followers
IG reel/YT short talking about nicotine as an athlete with Quit Games messaging tied in
Thanks to its viral, memeable nature, Quit Games is built for organic amplification through UGC and comment sections. Each interaction deepens audience investment, builds relatability, and reinforces the message — exposing the extreme lengths people will go for their fix and keeping the conversation alive.
Influencer Partnerships
Influencers are how we drive the message home. These are the voices that shape culture. Through tailored asks, organic to each creator, we’ll use their platforms to share their perspectives and reactions to Quit Games, as well as their own experiences with nicotine addiction.
Sofia Franklyn
IG: 643K Followers
IG reel/YT short talking about Quit Games-like embarrassing experience or story