Trellis Marketing launches Washington County vaping PSA campaign

Trellis Marketing, Inc. has been selected by Washington County, New York to roll out a targeted public awareness campaign on youth vaping, nicotine addiction and related health risks. The effort uses county settlement funding and multi-platform PSAs to reach youth, parents and caregivers with prevention messaging and local resources.

Why it matters: - Washington County is using a public health campaign to warn youth and families about vaping, nicotine addiction and related health risks. - The effort targets a problem that NYSAC says is especially urgent in New York State, where youth vaping is 18.7%, nearly double the 10% national average. - The campaign aims to reach people before nicotine dependence becomes harder to reverse.

What happened: - Trellis Marketing, Inc. was selected by Washington County, New York to develop and launch a vaping awareness and education campaign. - The campaign includes customized PSAs, educational materials, a county-specific resource landing page and a targeted media buy. - Outreach will run across video, broadcast, outdoor, digital and social platforms. - The campaign is built for youth, parents, caregivers and the broader community. - Trellis Marketing said the campaign was tailored to Washington County’s specific goals and budget.

The details: - The initiative uses allowable JUUL settlement funding. - Washington County Public Health Director Tina McDougall said the county wants to provide residents with accurate information and access to resources. - McDougall said the campaign is intended to raise awareness about nicotine addiction, support informed decision-making and connect families with community services. - Trellis Marketing President Catharine McCracken said the company is bringing experience from youth vaping prevention work across New York State. - NYSAC supports the campaign and has encouraged counties to make strategic, evidence-based investments of JUUL settlement dollars. - Steve Acquario, NYSAC executive director, said youth vaping remains a serious public health concern and that the campaign highlights vaping’s health risks and its role as a gateway to nicotine addiction. - The vaping program grew out of Trellis Marketing’s Opioid Awareness & Education Program, which began in 2018 after concerns raised by members of the New York State Coroners Association about overdose deaths. - Trellis Marketing says the campaign reflects its ongoing work on addiction and mental health issues in New York State. - Counties and organizations interested in learning more can visit more information.

Between the lines: - The campaign shows how counties are using settlement funds for prevention messaging rather than only treatment or enforcement. - The focus on disposable, flavored and often concealed devices reflects how youth vaping products have changed. - The messaging also signals a shift from broad anti-vaping warnings to localized, resource-driven public health outreach. - The release says young people vaping has declined from its 2019 peak, but the remaining users may face tougher nicotine dependence and quitting challenges. - The campaign also addresses broader behavioral and health concerns tied to youth vaping.

What's next: - Washington County will distribute the campaign through its planned media channels. - Trellis Marketing and county officials will likely use the landing page and PSAs to connect residents with support services. - Counties and organizations outside New York State can review the program model through Trellis Marketing’s campaign page.

The bottom line: - Washington County is betting on a targeted, settlement-funded media campaign to make youth vaping risks harder to ignore and easier to act on.