Some generations are remembered for what they start, others are known for what they end. 

This campaign to end smoking launched during the VMA's, and about 60 of us were standing by, ready to respond when it did. Here's what ran during the broadcast, a video of our social response, and how we followed it up. 

In the 4 years since it's launch, the teen smoking rate has decreased 1% annually, dropping from 10% to 6%.