NICOTINE SOCKS – a national campaign that talks about nicotine differently
The national campaign “NICOTINE SOCKS” responds to recent developments in nicotine use among young people in Luxembourg. It deliberately uses formats and messages designed to speak directly to youth.
The starting point was the press conference of the Conférence nationale des élèves du Luxembourg (CNEL) on 21 October 2025. It highlighted that new nicotine products are becoming increasingly relevant for many young people. A CNEL survey shows that two thirds of young people who have tried nicotine pouches continue to use them1. Data from the 2024 survey conducted by ILRES on behalf of the Fondation Cancer and the Ministry of Health and Social Security confirm this trend: 26% of 16- to 24-year-olds in Luxembourg use e‑cigarettes (93% of them disposable vapes), and 16% consume nicotine pouches2.
Objective and approach of the campaign
Against this background, the “NICOTINE SOCKS” campaign was launched in April 2026. It was initiated by Jugendinfo Lëtzebuerg and implemented in collaboration with the Centre National de Prévention des Addictions (CNAPA) and partners Génération Sans Tabac and CNEL. The aim is to provide young people with evidence-based information about nicotine and support them in making conscious and informed decisions.
The campaign focuses on key influencing factors such as industry marketing strategies, social dynamics and peer pressure, as well as the link between nicotine use and stress. At the same time, it addresses health risks and the development of dependence. One core message is clear: it is not the form of the product that matters, but the substance it contains—nicotine can be addictive in any form.
Prevention on eye level with young people
The campaign deliberately adopts a direct, youth-oriented approach, building on elements familiar to young people in their everyday lives: bold colours, striking design, short messages and digital formats. Many nicotine products appear attractive, harmless or trendy precisely because of these features. The campaign uses these same codes to attract attention, while also making visible the strategies behind them and the risks that are often downplayed.
With its cheeky mascot Nox and short, memorable slogans, “NICOTINE SOCKS” creates strong recognition among young people. The campaign name intentionally plays on the double meaning of “socks” and “sucks.” This conveys the core message in a pointed way: nicotine may be presented as attractive, but in reality, it is not. The sock serves as a visual metaphor: “dirty socks” symbolise nicotine use and its possible consequences, while “clean socks” represent a nicotine-free life.
The campaign runs throughout 2026 and combines digital content with on-the-ground activities. These include videos, street interviews and podcasts for social media and the website jugendinfo.lu, informational materials for schools and youth organisations, as well as a presence at youth events. These efforts are complemented by formats such as “Jugendinfo on Tour” and school-based initiatives like the “Nicotine Focus Week.”
A central component is the active involvement of young people. They co-create content and exchange with their peers. This supports them in better understanding nicotine products and making informed decisions.
More information about the campaign is available at nicotinesocks.lu and on Jugendinfo Luxembourg’s social media channels: Instagram, TikTok, Facebook and YouTube.