PUBLIC HEALTH CAMPAIGN

Vape: Think Twice

A behavior-change program for people who vape.

This is a structured, self-paced activity built into the HealthPartners’ member app. I wrote everything users read along the way, which includes educational content, habit prompts, progress framing, and the microcopy that keeps them moving through the experience. The goal was a voice that meets people where they are, not where they want to be.

ROLE

UX Writer

ORGANIZATION

True Talent Group at HealthPartners

Working toward the solve.

Vaping can be a semi-sensitive subject. The people using this program weren't necessarily ready to quit; they were somewhere in the middle–maybe curious or conflicted. The writing had to meet them there, providing real information and a clear path forward without lecturing, moralizing, or assuming the worst about their choices.

Screenshot of an online article titled 'Vape: Think Twice' with a smiling man in the background. The article discusses learning about the side effects of vaping and quitting, with tips like trying new habits, tracking habits, planning weeks on the activity, and finishing the activity.

Getting Started

Here’s the entry point. Framing the full experience upfront—what to expect, how long it takes, and what commitment looks like. The goal was to give users a choice before diving in.

Screenshot of a webpage about the risks of vaping and tips for forming healthy vaping habits, including tracking the amount of vape juice used.

Understanding Habits

Now you’ll see educational content written in plain language (and without sounding an alarm or passing judgment). The goal was honest information, not a scare tactic.

Screenshot of a text-based article about vaping habits and triggers.

Identifying Triggers

Notice the reflective prompts that help users put their behaviors into context. The second-person questions feel like a conversation with a friend, not a quiz.

A user interface screen with the title "Commit to your second habit" and options for habit tracking, including journaling about vaping triggers, making distractions, listening to music, or taking movement breaks. There is a blue button labeled "Start tracking" at the bottom right.

Committing to a Habit

See how the user-selected habit options are written to feel achievable (not aspirational or out of reach). These are small, specific, and doable.

Screenshot of a digital support or instructional guide titled "Go above and beyond" with steps on planning a move forward, identifying environment matters, and preparing for challenges, including bullet points and a purple "Finish" button.

Moving Forward

Finally, the closing screen. Reinforcing momentum without overpromising. A practical checklist for what’s to come.

What I brought to the project.

Balancing the right tone with a fair amount of educational content is difficult. By making deliberate choices to frame every prompt as an invitation (rather than an instruction), the program felt achievable.