There are cooler ways to die
We all gotta die… duh. But if you’re gonna go out, don’t let it be from slurping on a neon piece of plastic that protrudes sadness through deceptive marketing lies. Imagine explaining to the afterlife that you spent years deep-throating a “blue razz bubble gum blitz geek stick” that’s, fittingly, shaped like a micro-dong, and to top it all off, engineered by the pioneers of death itself: Big Tobacco. If death’s inevitable, at least make it cool. Volcano dives. Shark jousting. Fatefully flattened by a passing elephant stampede. This is more than an anti-vape campaign. This is a wake-up call to don’t die lame. Because there are cooler ways to die. Kids vape to look cool, so let’s bury our warning in killer messaging.
Fatality Booed in Hell
Mortal Kombat is known for its legendary “Fatalities.” Spines ripped out, skulls shattered, enemies flambéed while suspended in midair. But in 2025, we’re flipping the script. As part of the There Are Cooler Ways to Die campaign, Truth Initiative is teaming up with Mortal Kombat to introduce the first ever boring, pathetic, self-inflicted Fatality. Now, when players execute a finishing move on the character Smoke, he won’t go out in a blaze of glory… he’ll slowly vape himself to death. Weak. Sad. Embarrassing. Because when it comes to dying, choking on a vape stick just isn’t iconic.
“Kill Your Vape” Campaign
Kill Your Vapes is a global goodbye letter started by Truth Initiative, written in streaks of gasoline and lit with a blowtorch. It’s more than just quitting. It’s public execution for that pathetic little nicotine stick, as the world competes to end their vapes in the most unhinged, over-the-top, beautifully unnecessary ways possible.
Granny Goes Out With a Bite
Miriam Goldberg, 92, proved you don’t mess with grandmas, especially not the ones who can single-handedly turn a shark into chum. After a bloody victory over her ocean adversary, she calmly sat back, gave a final wink, and let her heart retire on its own terms. Truth Initiative is collaborating with major outlets like The Wall Street Journal to showcase these epic stories, putting a spotlight on how dying from a vape is the most anticlimactic way to go.
Fastest Pitch Ever Caught
Chris Ivey, former major league catcher, now cosmic legend, set the record for fastest pitch ever caught when a flaming meteor struck his glove at 120,000 mph during a world series game. Tragically, the ball disintegrated Chris on impact. Scientists call it extinction, baseball experts call it a clean catch, and Truth Initiative calls it the coolest way to die.
Jackass x Truth Initiative
In this chaotic, death-flirting series, the fearless (and questionably wise) Jackass crew teams up with Truth Initiative to deliver hard-hitting facts about vaping, right between fireball dodgeball, rocket launches, and skydiving into a nest of cacti. It’s part PSA, part “please don’t try this at home,” and 100% proof that there are way cooler, dumber, and more glorious ways to die than from puffing on a glorified USB stick. Vaping doesn’t stand a chance.
Invasive Monuments
Invasive Monuments is Truth Initiative’s passive-aggressive art attack, planting dramatic, over-the-top memorial statues at popular vaping spots to commemorate those who died in the coolest ways possible. It’s part public art, part guilt trip, and fully in your face, because if vapes can invade lungs, we can invade your hangout.