Smoking seems to go through phases of cool and uncool, during which time brands associate or disassociate themselves. ASH (Action on Smoking and Health) in the US is looking into this ebb and flow among teens with an experiment using the dating app Tinder.
Teenagers can let ASH know if they think their peers are hotter with a cigarette in their hand, by swiping left or right for nay or yay. ASH says the social experiment was set up because young adults comprise the largest group of smokers in the US and are rarely affected by ads about death and lung cancer.
