TSET Brings a New Kind of Tobacco Prevention Campaign to Oklahoma Teens

OKLAHOMA CITY August 21, 2026 – The Tobacco Settlement Endowment Trust (TSET) is launching a new statewide campaign built around a simple message for Oklahoma teens: Their health, time, money and future are worth more than tobacco and nicotine.

Part of the TSET Healthy Youth Initiative, “Worth It” combines professional photo and video ads with social media posts Oklahoma teens helped create in the same casual style as posts from friends. The campaign shares clear facts about vapes, nicotine pouches and other products while showing how nicotine can get in the way of the things teens value most.

Research with teens across Oklahoma shaped the campaign. Participants shared their experiences with tobacco and nicotine products and explained what makes a health message feel honest, useful and worth their attention. Their feedback showed nicotine use has become common among many young people and messages should reflect how teens talk and what they see online.

“The tobacco industry keeps finding new ways to put addictive nicotine products in front of young people,” said TSET Interim Executive Director Lance Thomas. “TSET is working to build a healthier future for all Oklahomans, and that includes giving teens facts they can trust before nicotine gets in the way of their health, goals and future. ‘Worth It’ meets young people where they are and reminds them that they are worth more than nicotine.”

In Oklahoma, youth nicotine use remains an important public health concern. According to the 2024–2025 Oklahoma Youth Tobacco Survey, 8.7% of Oklahoma public high school students currently use e-cigarettes. "Worth It" was created to help teens navigate today's nicotine landscape with credible, relatable information before nicotine use becomes addiction.

Starting Aug. 31, “Worth It” will reach Oklahoma teens ages 13 to 17 in movie theaters, on school posters and through YouTube, Snapchat, Instagram, Facebook, video games and music apps such as Spotify and Pandora. Campaign messages will show how nicotine can affect mental health, sports performance, money, physical health and the goals teens are working toward.

“Worth It” will also connect teens who want to quit nicotine with My Life, My Quit™, a free, confidential service for Oklahoma teens ages 13 to 17. Funded in Oklahoma by TSET, the program offers one-on-one help through text messages, web chat and phone calls. Teens can visit MyLifeMyQuit.com or text “Start My Quit” to 36072.

No matter where teens see it, “Worth It” reinforces one central message: Nicotine is not worth what it can take from them.

To learn more about the campaign and find resources for living tobacco free, visit WorthItOK.com.

News media can download “Worth It” photos, videos and other campaign materials using the button below.

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The TSET Healthy Youth Initiative is a statewide media effort focused on preventing and reducing tobacco use and obesity for Oklahomans ages 13-18. The initiative promotes healthy lifestyle choices for teens and gives parents resources to support their children in maintaining or developing healthy habits for a lifetime. Visit TSET Healthy Youth Initiative to learn more.

My Life, My Quit™ is a free program funded in Oklahoma by the Tobacco Settlement Endowment Trust (TSET). It helps Oklahoma teens, ages 13-17, quit tobacco and e-cigarettes. By offering free live texting, web chat and phone calls, My Life, My Quit™ supports teens through the steps of quitting tobacco. These free services for Oklahoma teens can be found at MyLifeMyQuit.com or by texting “Start My Quit” to 36072.  

The Tobacco Settlement Endowment Trust (TSET) is building a healthier future for all Oklahomans. As a state grantmaking entity, TSET supports community programs, public health initiatives and research to prevent the leading causes of chronic disease. TSET grants and partnerships help to reduce tobacco use, improve nutrition, advance medicine and increase access to active, healthy living. Created by voters and funded by the Master Settlement Agreement, TSET is creating lasting change in schools, workplaces and communities across the state. Learn more at Oklahoma.gov/TSET.

TSET – Better Lives Through Better Health.