The new campaign from the Partnership for Drug-Free Kids, may have you baffled, and that’s ok. It’s not written for you, just for the target audience of teenagers. Ask them, they may be able to tell you what it says* – it may even start a conversation.

What language do the audience you are trying to reach speak? It’s worth thinking about today, words matter and so do no words.

(via Adweek where you can read more about the campaign and the reasoning behind it)

* 1.I want to fit in, but I don’t want to smoke

2. It feels like everyone’s doing it.