There’s a popular TikTok video trend called “Get Ready With Me,” where users walk viewers through their morning routines before work or school.
In one “GRWM” video, Tyler Kidd (@itstylerkidd) — a young adult — looks the part, with a towel wrapped around her head as she stirs her morning coffee. But her opening line deviates from the typical script of skincare routines or makeup steps.
“I’ve decided that I’m going to quit vaping,” Kidd said. “I want to quit for good.”
It’s one of many videos that popular content creators posted across TikTok and Instagram throughout 2025. And they did it all in partnership with Truth Initiative, the nation’s largest public health nonprofit dedicated to ending nicotine addiction.
By and large, “influencer content” is typically devoted to promoting the latest trends in food, fashion, beauty, and more — often with a price tag attached. But the Truth Initiative campaign is grounded in free, evidence-based tools like the EX Program, which helps people quit nicotine through personalized text support.
“The EX program helps your odds of quitting by up to 40%. I’m like, ‘Ooh, sign me up,’” Kidd said in her video, which has over 119 million views.
According to Truth Initiative, nearly 60% of young adults ages 18-24 who vape say they want to quit, and 76% have already tried in the past year. To encourage more teens to make that leap, they employed the help of young adults across the digital landscape — many of whom have hundreds of millions of followers.
Every creator had their own take on the campaign. Quenlin Blackwell (@quenblackwell) turned her journey of quitting vaping into a full-on comedy set. Gabi Hartman (@umgabi) did an “unboxing video” of Ex Program’s Quit Starter Kit. And Jesse Sulli (@jessesulli) did a daily check-in, celebrating 548 days free from smoking cigarettes and vapes.
“I love programs that help bring positivity and light into people’s lives, and that’s why I have promoted this program so much,” Sulli said. “They really are helping people change their lives.”
A version of this article originally appeared in the 2026 Mental Health Edition of the Goodnewspaper.
Header image via Renz Macorol
