In 2015, "Left Swipe Dat," a full-length song and music video created as part of the "Finish It" campaign, debuted at the 57th Annual Grammy Awards and connected smoking to dating. The video featured Becky G, Fifth Harmony, King Bach and other influencers. The lyrics revealed that you get half the matches on dating apps if you're smoking in your profile picture. "Left Swipe Dat" encouraged teens to lose the cigarettes so they could avoid being "left swiped", that is, passed over on a dating app.