Behavior normally tends toward the healthy. Not committed to using, but not yet committed to NOT using. We need to avoid competing messages, keep it simple and straightforward. Most kids don't use and it isn't cool to use.
Kids tend to look three grades ahead for role models.
Objective is to clarify misconceptions about what is going on in the environment. When we talk about tobacco we don't want to leave the impression that most kids use. Most kids Don't . That should be the emphasis. Goal is to delay the onset of use.