BACKGROUND-AIM:
The 2023 School Health Survey shows a significant increase in e-cigarette use among Finnish youth compared to 2021. Among 8th–9th graders, 7% of boys and 6% of girls used e-cigarettes daily (2021: 3% and 1% respectively). Young people lack knowledge and hold misconceptions about the harms of vaping. The tobacco and nicotine industry are increasingly using social media and influencer marketing to attract young users. Studies show that nearly half of youth are exposed to tobacco brand content on TikTok, Instagram, and Snapchat, which increases the risk of initiation. The WHO and FDA emphasise the need for counter-campaigns to reveal industry tactics and strengthen critical thinking among youth (WHO 2024; FDA 2023). It is already known that vaping is harmful to health, even though the full extent of its harms is not yet known. The idea behind the Älä ole koekaniini campaign was that if you vape, you are a test subject for the tobacco industry. The Cancer Society of Finland (CSF) aimed to raise awareness engagingly, reach youth widely on social media, and guide them to reliable information about vaping.

METHODS:
The CSF launched the campaign in January–February 2024 to increase knowledge among 12–15-year-olds of the harms of vaping and industry strategies to attract users. The campaign’s key message was that vaping harms are not fully known, and that vapers are guinea pigs. To ensure relevance, youth (N=10) were involved in planning through focus group interviews. AI was used in the video content, and the campaign was deployed on popular platforms: Snapchat, TikTok, and YouTube. The website provided more detailed information on the subject. Social media influencers and organisations were encouraged to share content pro bono.

RESULTS:
During the campaign, the campaign content reached over 4 million hits. Over one-third of the target group was reached, and over 13% - thousands of young people - clicked to read more on the campaign website. Pro bono collaboration reached over 45000 users and the campaign was also displayed on some school and health centre screens. Feedback from a small sample showed that 10/12 respondents felt more informed and 7/9 reported increased motivation to avoid using e-cigarettes after seeing the content. The campaign won the 2024 Finnish Comms Awards in the Launch or Breakthrough category and the Influencing Campaign of the Year award. It also won the 2025 international Digital Communication Award for Gen Z Communications and Small Budget Campaign. Due to its success, it was relaunched in late 2025 for youth and also for their close adults, for whom messaging was adapted.

CONCLUSIONS:
The nicotine industry attracts new users through rapid product development and youth-oriented products. Providing accurate information via channels that reach young people is crucial in preventing experimentation and use. In youth campaigns, involving the target group in planning ensures effective messaging. Well-designed materials remain relevant and can be reused.