Truth Initiative is back with new work from Mojo Supermarket to encourage quitting nicotine, this time suggesting to Gen Z that they have help—through the EX Program, developed with the Mayo Clinic—and don’t have to struggle to quit alone.

The new “Outsmart Nicotine” campaign includes a launch spot (above) titled “You Got This” featuring the iconic song “Can I Kick It?” by A Tribe Called Quest. It follows a young woman’s adventures in the early days of trying to quit—who sees signs, quite literally, that quitting nicotine is achievable with the right support.

A second spot looks at people’s various home remedies for quitting, which generally aren’t as effective as professional support. A host of supporting :15 focused on these home remedies individually.

For young people, e-cigarette use remains high with nearly one in five adults 18-24 at risk of lifelong nicotine addiction and many dual-using cigarettes or other nicotine products like oral pouches.

“Quitting nicotine is hard, but it doesn’t have to be a lonely or impossible battle,” said Kathy Crosby, CEO and President of Truth Initiative. “With Outsmart Nicotine and the proven-effective EX Program, we’re showing young people that freedom from addiction is possible—and giving them the tools to quit smarter, not harder.”

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