Most teens who smoke, don't label themselves a 'smoker'. Maybe they only smoke on the weekends, or at parties, or with their friends. But even if they don't consider themselves a 'real smoker', every time they take a puff, Big Tobacco getting paid while they're getting played. So to shine a light on this fact, and help discourage the causal social smoker from taking another puff, we we tapped vine stars to help deliver our Big Tobacco Be Like messaging in film and social.