BreakDown Rise Up: Vegas’s Very Own Vape-Free Campaign

School’s Back, Vaping’s Wack!// Upcoming school years mean new beginnings, and BreakDown discourages vaping with a catchy chant displayed on the attached digital poster. They encourage the disposal of poor old habits as we all turn over a new leaf as a unit. (Photo courtesy of BreakDown)

Vaping has become a very hot topic amongst high school students, but one local program has made it their sole mission to spread awareness and ultimately change the way teens think about it. BreakDown Rise Up, a Southern Nevada program, is actively working to encourage students to make their own choices when it comes to vaping and promoting a lifestyle that, put simply, is vape-free.

BreakDown’s program, run through the Southern Nevada Health District, focuses on educating teens about the plethora of risks that come with vaping, while simultaneously formulating its message to be relatable to the demographic it is attempting to reach. Relatability equals reachability, especially when it comes to sensitive topics such as underage smoking. There is a scale for this system of education; if you are teaching with the intent of making a teen feel targeted or judged for a poor choice they may be choosing to make, it is more likely that they will be deterred from taking your advice—even if it is correct. However, if you work to make your content somewhat relatable, teens especially will be more likely to feel able to compare the happenings of their lives with the examples you are providing. Your content will be more appealing and therefore more applicable to the younger generation’s lives. BreakDown does just that with their attractive giveaways, eccentric school visits, cool sports partnerships, and their popular social media page that showcases all of this and their campaign as a whole. Teenagers already spend a great chunk of time on social media, making their brand even more accessible and circulated through the Las Vegas teen community. 

The program’s message? It’s very simple: “Be you. Be real. Be vape-free.” BreakDown wants students to understand that they do not have to vape to fit in or be a part of a certain group. The campaign’s main focus is to provide students with valuable information about vaping and nicotine while also encouraging them to make decisions based on what they want for themselves rather than to be pressured by their peers, by trends, or from social media. 

One of the biggest components of BreakDown’s work here is its partnerships with high school sports teams. What better way (other than previously discussed social media) to reach high schoolers than through the school they attend on a daily basis? They work with athletes and coaches in sports such as football, soccer, basketball, and baseball. In fact, during the 2025-2026 school year, BreakDown partnered with 75 local high school sports teams, reaching more than two thousand student-athletes. These partnerships allow the program to disseminate their signature vape-free message through students who already have a strong influence within their schools. Leaders will lead, and the goal is for them to be well-informed, notably about the dark rain cloud of risks that follow behind vaping. The followers will absorb this information, and that, my friends, is how influence works. 

Their campaign is very interactive, making it easy to participate in their activities—online or in-person—such as school events and giveaways. Its “Lunch Takeovers” bring entertainment directly onto high school campuses, including professional DJs and dancers performing during lunch. The formula to their tactic is simple when broken down: entertainment + information = productive and effective engagement. Students can participate in these activities and receive free BreakDown merchandise, giving the campaign a way to connect with our area’s youngins without making the experience feel like another lecture. 

Giveaways and social media are another major factor of the program as a whole. BreakDown uses its twenty-five thousand-and-counting followers on its Instagram to keep students involved, share credible information about vaping and nicotine, promote upcoming events, and offer opportunities to win free prizes. In past activities, they have given away multiple pairs of Apple AirPods, Beats Headphones, Labubus, and more. Their use of social media is especially significant because it allows their message to reach students outside of a bland lesson. Rather than simply telling teenagers not to vape because “it’s bad for you,” BreakDown tries to make being vape-free feel like a positive and normal choice, especially to combat any icky feelings that may come with wanting to just because your peers are, or because it’s trendy online amongst your favorite influencers. The cover of a six-photo slideshow posted by them reads, “5 benefits of vaping:” followed by five blank slides. This message is subtle but apparent. By partnering with athletes, coaches, and schools, the program is able to display its message clearly and effectively before students in an environment where they can actually relate to it. 

Another cool aspect of this program that sets it apart from others is that teenagers are totally welcome to apply to be an ambassador of the brand as an online and in-person leader. They provide gift card compensation to their ambassadors who repost their Instagram posts and speak on Zoom calls before a board of Southern Nevada Health District figures, whose missions are to learn more about the vaping issue from the perspective of a person who may have way more frequent exposure to it as opposed to them. The coolest thing? Even students actively attempting to quit their own vaping or nicotine habits are still invited to be ambassadors and speak at these meetings, as their opinions are very valuable to the brand’s message. 

For Coronado students, BreakDown’s message is ultimately about having the confidence to make your own decisions, even as a teen. Whether it is through sports, social media, school events, or giveaways, this program is fighting to remind Southern Nevada teens that they can feel good without needing something to feel good. So—be you, be real, and be vape-free.