Imagine Dragons frontman Dan Reynolds is fronting a new anti-smoking PSA.

Video: Worth More | Dan Reynolds | :30 Report l truth

The singer has joined with youth smoking prevention organization truth for the Worth More campaign.

“They’re taking someone who is already set up to have a difficult life ahead of them, and putting them back even 10 steps further. It’s just heartless,” Reynolds told Billboard, referring to tobacco companies. “I grew up worshiping Bob Marley and Kurt Cobain and the posters were all over my walls, and I feel like a lot of these musicians who’ve passed on, I can’t speak on their behalf, but I think a lot of them if they could…would do all that they could to change the face of this industry as one of substance abuse. I’m down for everything else with rock and roll — the spirit of it, the sex of it, I love everything about [it], except the drug use. And cigarettes seem to go hand in hand with rock and roll aesthetically, and this needs to change. This needs to stop.”

To find out more about the campaign, click here.

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