ClearWay Minnesota is launching a new ad campaign on the dangers of increased e-cigarette and flavored tobacco use among youth.

Clearway’s Mike Sheldon explained that e-cigs, “Look like a jump drive or a highlighter or a pen — not something that would be very obvious that it is an actual tobacco product.”

“One in five Minnesota high-schoolers are currently using e-cigarettes, and numbers are not quite as great… for middle-schoolers but we know kids certainly as young as 12 are using them,” he added.

There’s also information for parents online about what the latest products look like and signs that a child might be vaping.