The EX Program ad campaign with Katya Zamos was designed to break down the stigma of nicotine use and show that everyone, including world-famous drag queens, can experience addiction issues and is not afraid to get a little help when quitting. This campaign was a true multi-platform endeavor, covering multiple videos across Instagram, TikTok, and YouTube Shorts, custom interview segments and ads on The Bald and the Beautiful with Trixie and Katya podcast, and an OOH campaign that included a Washington, D.C., Dupont Circle metro station takeover during World Price and two billboards in midtown Manhattan.