Jon Pardi, along with Imagine Dragons’ lead vocalist Dan Reynolds, has teamed up with Truth, an organization promoting tobacco prevention campaigns. The two artists are featured in a series of anti-smoking ads exposing the tobacco industry’s targeting of and marketing to lower-income communities.

Check out the video for “Worth More,” below.

In the meantime, you can catch Jon Pardi on the air with his latest song, “She Ain’t In It, as well as on the road with Miranda Lambert on her Livin’ Like Hippies Tour, which makes stops in Tacoma, Washington (February 1st), Spokane, Washington (February 2nd) and Eugene, Oregon (February 3rd).