Not sure if folks noticed, but that Billion Lives group does seem to be strategically seeking change through visibility. They were initially blocked on Facebook - they had banners or something that were banned, violating TOS for promoting a tobacco product.
They argued, generated social response, and got Facebook to change it, as they aren't promoting a product at all.
The 30-second promos are a great idea. But TV is exhorbitantly expensive, because it only WORKS if you put the message in front of people OVER AND OVER. Think about the ads you see all the time. Those are the ones that work. I doubt anyone in the vaping industry has millions of dollars to invest in an awareness campaign on TV. They SHOULD - rather than spend it on FDA applications...but...well...the only people with that kind of funding are the ones we're fighting against.
I still think these should be made. But we'll have to try to make them viral, online.
And I hope Billion Lives, at some critical point when we need it, will become generally available to view in it's entirety, free online, too. Something we could all point to, and say "watch this - it will change your perspective on vaping". I haven't seen it of course, but early signs seem to say that it's convincing, feels unbiased and true, and blows up all the BS put forth by BT and the FDA.