How Dutch Artists Made Saying No to Vaping Cool

Nearly one in four Dutch teens (12-16 year olds) have tried vaping. That’s roughly 240,000 young people - a staggering number for a habit that’s addictive, harmful to developing brains, and surrounded by misinformation. The Dutch Ministry of Health, Welfare and Sport (VWS), understandably, wants to address this rise with a message that didn’t lecture, shame, or talk down to teens. So they needed a campaign that felt relevant, and rooted in the world of Dutch teenagers.

On December 3rd, three Dutch artists Stefania, Bizzey, and Sterre Koning came together to launch 'Ik Zeg Nee' - a new track and music video created to show that strength comes from setting boundaries, especially around something harmful like vaping. Together, they form The Organs: a fictional band made up of the lungs, heart, and brain, each dealing with the impact of vaping. The campaign sits within the Dutch Action Plan Against Vaping, which aims to empower teens with a simple message: saying no to vaping is cool, confident, and completely valid.

​MassiveMusic Amsterdam was brought in to help the Dutch Health Ministry and its agency partners make the campaign's message hit where it matters most - inside youth culture. The campaign needed to hit the mark in three key ways:

1. Talent that carries real influence

We needed talent that young people in the Netherlands genuinely listen to, follow, and trust. When working with artists, their loyal, emotionally invested fanbase is tapped into - a fanbase who amplify organically. The combination of Bizzey, Sterre, and Stefania gave the campaign a broad but highly relevant reach across the 12–16 age group. Each attracts a slightly different community, but all have credibility, visibility, and relevant influence.

2. A track that hits emotionally and culturally

We didn’t ask the artists to adapt to a public-service brief; instead, we shaped a track that fits today’s youth music landscape, which is key; that is catchy, familiar, and flexible to each artist’s diverse and unique sound while co-existing together.

3. A social first strategy that spreads organically

To reach 12–16-year-olds meaningfully, the campaign needed to live where they are: on social media, led by the artists they already trust. A social-first roll-out made sense because each artist directly speaks to this age group through their own tone, humour, and content style. By combining creative storytelling with music-led moments, the campaign became easy to share, easy to talk about, and naturally embedded within youth culture.

Why an Artist-First Approach Worked

Teens don’t engage with traditional campaigns, they engage with people. So, our strategy centred on the artists’ real experiences and points of view:

• Sterre and Stefania have always been vocal about not vaping and how little we still know about its long-term effects. Their stance was already part of their identity, so the message felt natural.
• Bizzey had vaped in the past and shared openly about why it was hard to stop. His honesty added nuance - showing teens it’s okay to struggle, and even stronger to change course.

By empowering the artists to tell the story in their own tone of voice, the message became relatable instead of preachy. Content ranged from behind-the-scenes clips to short sketches and interviews; all designed to feel native to the artists’ own platforms and entertaining in their own right.

What organisations can learn

Music and culture remain powerful tools when tackling social issues, especially for younger audiences. A few takeaways:

• Lead with people, and their personal alignment. When the story comes through real voices, relevance follows naturally.
• Let talent shape the narrative. Young audiences trust creators.
• Earned impact beats forced communication. If it doesn’t feel native to the platform or community, it won’t land.
• Match the medium to the audience. A well-crafted track can carry emotion and meaning far better than a typical campaign.

The 'Say No to Vaping' campaign is an example that shows when institutions lean into culture, rather than stand outside of it, they can spark real conversations that make an impact.