New Grammy ad #LeftSwipeDat tackles teen smoking

The video plays off the term “left swipe,” which with the popularity of dating apps like Tinder and OKCupid has come to define someone as unattractive.

Glad to know that the FDA is taking a swipe at smoking among teens by using a social media ad that utilizes both the platform of the Grammy’s and a social media dating site. Using star power and social media jargon “Left Swipe Dat” which means reject a potential date for smoking, is an attempt to get teens to stop or never start smoking. According to the article in CNN it has had an impact on decreasing smoking among teens.

The article states that some research shows that dating profiles that show the teens smoking got less traction than those of non-smokers. This is a great use of social media by the FDA for a good cause.

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  1. sydhavely says:

    Terrific post, Margaret. You’ve put your finger on something that has public health officials in an absolute quandary–how to curb teen smoking. Smoking is the most preventable health issue in the U.S.

  2. Colleen Heavens says:

    I agree this campaign did a great job of honing in on something real happening in the digital worlds of young people… This isn’t just something contrived in a boardroom, I think swiping left at the sight of a cigarette in a profile picture happens all the time. (At least that’s a common practice among my friends who find smoking unattractive. “Is he smoking in that picture?” Yes. “Ah, nope.” Left swipe.) During the airing of the Grammys, the shortened version of this music video had me a little confused… Were they intentionally over-the-top or was it actually just cheesy? Watching the full length version in this post confirmed for me that they do indeed “get it” — and the execution was on par with the concept. Thanks for sharing!

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