People who think that an occasional smoke is safe are in for a shock; research shows it’s just as harmful as smoking regularly. California’s Tobacco Control Program is reaching out to casual smokers with an ad campaign that chips away at the excuses social smokers make.

Vaping has coming a long way since the e-cigarette was invented in 2003; the global market for related products was worth $6 billion in 2015 and is set to reach $50 billion by 2025. But who are the people driving this growth and how have they built a community around an anti-smoking aid?

Smoking rates may be falling among Gen Y and Gen Z, but 2,100 young Americans still take up smoking per day in the US. Netflix has come under attack for the prominent portrayal of smoking in its popular shows, which some argue glamourises the cancer-causing habit.

Anti-smoking ads often use fear-tactics to encourage quitting. ‘The Reasons’ is a campaign by Tobacco Free Florida, that takes a different approach. By portraying smokers in a way that doesn't hold their habit in contempt, it empathises with the reasons they smoke – and want to quit.