Quit, an anti-smoking charity, has released a series of Vines to relay the age-old message of smoking cessation. Each video starts “Before the video starts again, another smoker will die” as a smoker dies every 6 seconds. It’s a novel, albeit grim way of marrying medium and message. Additionally, the three videos have separate sign-offs to hit their distinct targets – the uncommitted youth, the invincible Millennial and the resigned older smoker. On Gen Z week, we need to recognize Vine as a new medium to deliver succinct messaging that cuts through the clutter in today’s fully mediated world.