Key takeaways
- Format: Text-only feature callout story ad with a text-to-join keyword.
- Best for: Quit-smoking, quit-vaping and other behaviour change or support programs.
- Hook: Validating the struggle: "Sticking to your quit is hard."
- Reuse it: Name the pain honestly, then offer one effortless action and a clear benefit.
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Empathy before the ask
The headline admits that quitting is hard instead of lecturing. People who have relapsed feel understood, which lowers resistance to the call to action.
- 02
One tiny, private action
Texting a keyword is faster and more discreet than calling or downloading an app. The barrier to starting is almost zero.
- 03
Youthful doodle styling
Hand-drawn flowers, stars and arrows feel like a notebook, not a health warning. That speaks to the teens and young adults most likely to vape.
- 04
Clear benefit in plain words
"24/7 support" tells people exactly what they get and that help is there at 2am cravings too.
Full creative breakdown
Who this ad targets
The ad speaks to teens and young adults in the US, most likely Illinois given the VAPEFREEIL keyword, who have already decided to quit vaping or have tried and relapsed. They are mobile-first, scroll through stories quickly and react badly to preachy health messaging. Parents of young vapers may also notice it. The ad assumes the person already wants to quit, so it does not argue about risks; it focuses on staying quit and offers free, anonymous support that fits naturally into how they already communicate: by text.
Copywriting analysis
The copy is built in three beats. The hook, "Sticking to your quit is hard," uses the phrase "your quit," which treats quitting as something the reader already owns, and the emphasis on "hard" validates their experience. The second beat is a pure instruction: text VAPEFREEIL to 88709. The keyword itself does double duty, spelling out the goal (vape free) and the state (IL). The final beat, "for 24/7 support," removes the fear of being alone at the worst moment. There are no statistics, no scare tactics and no jargon. Every word either builds empathy or moves the reader to act, which keeps the message readable within a single story frame.
Visual design
A blue-to-purple gradient gives a calm base, while lime, orange and pink doodles add energy and a handmade, approachable feel. Typography carries the design: heavy outlined capitals for the hook, tall condensed type for the instruction, and orange for the benefit, so each part is easy to separate at a glance. The pink highlight on "hard" draws the eye to the emotional word. Plenty of space around the text keeps it legible on small screens, and the white logo at the bottom stays out of the Instagram and Facebook story UI zones.
How to adapt this template for your brand
- Write a one-line hook that names the struggle your audience is in, in their own words.
- Choose one low-effort action (text keyword, quiz, free download) and make it the visual centre.
- Add a short benefit line underneath that answers "what do I get?"
- Swap the doodles and gradient for your brand colours, keeping a friendly hand-drawn layer.
- Keep the logo small at the bottom and leave safe zones free for story UI.
Tips for smoking cessation ads on Meta
Run this as a 9:16 story or reel placement on Instagram and Facebook, where vertical, text-led creatives feel native. Keep the key text inside the central safe area so profile icons and reply bars do not cover it. Health and smoking cessation ads go through Meta's stricter review, so avoid before/after claims or targeting language that implies the viewer has a condition. A short version of the keyword in the primary text helps people who skip the image. Test it against a variant with a real quote from a former vaper.
About this creative
This vertical 9:16 story ad from EX Program targets people who are trying to quit vaping, with a keyword that points to an Illinois campaign. A blue-to-purple gradient background is decorated with hand-drawn doodles in lime green, orange and pink: flowers, stars, swirls and an arrow, giving it a youthful, sketchbook feel rather than a clinical one. The top half carries the hook in heavy, dark-outlined capitals: "Sticking to your quit is hard," with the word "hard" highlighted in pink and underlined. The middle section switches to tall, condensed lettering in lilac and white for the action: text VAPEFREEIL to 88709. Directly underneath, orange type explains the benefit, 24/7 support. The white EX Program logo sits at the bottom as a quiet sign-off. There is no product, person or photo; the whole creative is typography, colour and doodles. It reads in two seconds and asks for one tiny action.
Meta ad · 338 × 600 · Smoking Cessation
Quit Vaping Ad Template: EX Program Text-to-Join Story Ad
This quit vaping ad from EX Program is a vertical story creative built around one empathetic line and a text-to-join keyword. It shows how health and public health campaigns can turn a hard behaviour change into a single, low-effort action: send one text and get round-the-clock support.
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Details
Ad copy
Primary text
Quitting vaping is tough, and staying quit can be even tougher. You don't have to do it alone. Text VAPEFREEIL to 88709 for free, 24/7 support from EX Program.
Description
Text VAPEFREEIL to 88709
On-image text
STICKING TO YOUR QUIT IS HARD | TEXT VAPEFREEIL TO 88709 FOR 24/7 SUPPORT | ex program
Headline ideas for this template
- 1Cravings Don't Keep Office Hours. Neither Do We.
- 2Your Quit Deserves Backup. Text Us Anytime.
- 3Slipped Up? Start Again With One Text.
- 4Free, Private Support to Stay Vape-Free
- 5Quitting Is Hard. Getting Help Isn't.
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
