Ground-up social movement and working with youths are vital to rapidly change social norms. Activating youths bring extensive social media reach which in turn garner buy-in unlike conventional tobacco/vaping prohibitive approaches that receive push-backs. Besides being spontaneous, self-driven, scalable and sustainable, youth involvement is energetic! Additionally, the mobilisation of such massive support from the future generation results in no more new demand in which the industry will naturally withers. Thus, engaging the future generation is both our best defence and offence.