Despite the rise of vaping, every day in the U.S., about 2,000 kids under 18 smoke their first cigarette. And since nearly 9 out of 10 smokers start before the age of 18, the teen tobacco problem is THE tobacco problem. Teens see addiction as an “old person” problem, something that happens later in life. Yet, the truth is, 3 out of 4 teens who smoke cigarettes will stay smokers well into adulthood. Instead of simply telling them this terrifying fact, we needed to help them feel the consequences. In a first-of-its-kind partnership with Xbox, we created “One Leaves,” a video game that places teens in a grim metaphor for nicotine addiction. Part high school. Part hospital. Part hell. For every four who go in… only one leaves. Players race against each other, encountering obstacles and puzzles inspired by the consequences of smoking. In just under six months, “One Leaves” had 812,816 downloads, and players spent more than 270,00 total hours immersed in the game, averaging more than 14 minutes per play. That means we got teens, who actively hate ads, to excitedly engage with our message.