CMA New Artist of the Year Jon Pardi has teamed with truth, one of the largest youth smoking prevention campaigns, for an ad that explores ways low-income communities are targeted to start smoking.

According to truth, “Big Tobacco engineers tobacco plants with two times the natural levels of nicotine and lowers the cost of cigarettes so consumers can spend less and smoke more. It hits those in low-income communities the hardest, with 72 percent of remaining smokers coming from low-income communities.”

“Just because [Big Tobacco] sees you that way, doesn’t mean you have to be that way,” says Jon in the ad spot, which also features Dan Reynolds of Imagine Dragons.

Watch the ad below.