Cooldown Crate

Nearly 25% of gamers (aged 18-24) admit to reaching for their vape in order to destress during online competition.

As an official sponsor of The Game Awards, Truth Initiative wanted to remind the gaming community that there are healthier alternatives than hitting that nic stick.

We designed the Cooldown Crate and sent it to some of the most influential Twitch streamers in the world—giving them a variety of tools to decompress and level-up their gameplay that didn’t involve puffing hot air. But enough words, check out the video.

🎮 40 million views

🤩 countless amounts of positive engagement

🚭 and most importantly, 375,000+ clicks to an anti-smoking cessation tool

A little taste of how the sponsored segments went…