In today’s day and age, the ability to avoid the constant headlines about teen vaping seems nearly impossible. The issue serves as the hot topic for any health class, dorm room, or even family dinner. Coined an “epidemic”, vape devices such as JUUL have infiltrated society quickly and mercilessly.  The fact that such a device can affect teens’ health is indisputable, but that lack of more concrete facts and truths about the extent of what it can do remains unknown, do to the fact the trend has really only become prevalent in the last two years. Calls to end vaping permanently, and to quickly inform youth about just how harmful vaping can is an urgent issue in today’s days media. As such, campaigns such as the Truth campaign have employed Kairotic appeals to their message, in order to urge young adults to stop vaping before it is too late.

This campaign has effectively balanced the idea that the current generation has much to lose through by vaping and using vape devices, through messages that almost challenge young people to be the generation that annihilates smoking. I believe the campaign effectively balances providing information and statistics about the harmful effects of vaping, without being condescending or judgmental. The ad speaks to pathetic elements of persuasion, as shown below. By presenting an embarrassing scenario that could potentially be a result of nicotine use, Truth attempts to have you view the issue not only as something harmful from a health perspective, but a social perspective, which often is a more relevant form of pathos for 18-21 year olds. For me personally, I find myself more worried about the idea of embarrassing myself, enough that the message resonated with me more deeply than simple facts about chemicals in the device.

https://www.youtube.com/watch?v=oHi_zJR7pq0

In this day and age of extreme social media emphasis, creating an ad focused on ending a trend that has swept the country and helped define individuals’ status in the hierarchy of the digital universe seems like an impossible feat. In my opinion, however, I feel Truth has created a campaign that can resonate and see success. By balancing the logic behind why vaping is harmful, while also understanding how to truly appeal to a young audience with pathetic elements, Truth puts a noble effort in the hopes of stopping the nicotine plague sweeping the globe. Employing kairotic elements creates a sense of urgency, a call for action to the audience that the time is now to quit smoking and vaping.