Message	Message type	Headline	Body text	Endline
Formaldehyde	Harmful chemicals	E-Cigarettes: your daily dose of formaldehyde.	Sound familiar? It’s a chemical often found in embalming fluid, the substance used to preserve cadavers (dead bodies). Yup, it’s as bad as it sounds.	To learn more about what you’re inhaling, visit … A message from your Public Health Department
Top secret	Uncertainty	Did you know? that e-cigarette companies ARE NOT required to list all the ingredients on the label?	In addition to what is listed on the label, you could be inhaling other harmful chemicals	Learn more about e-cigarettes by visiting … A message from your Public Health Department
Big tobacco	Tobacco industry	Don’t fall for it: e-cigarettes are just another tool big tobacco is using to keep you addicted	Big tobacco wants you to think they care about your health by marketing e-cigarettes as a way to quit.	A message from your Public Health Department
Can’t afford	Economic costs	Can you afford it?	E-cigarettes include just as much nicotine as regular cigarettes, which means they are just as addictive. When you smoke e-cigarettes, you’re signing up for a lifetime of costs.	A message from your Public Health Department