Overview
This campaign set out to challenge the growing appeal of vaping among young people. We needed to find a way to cut through peer pressure and glossy vape marketing to deliver a message that would stick.
Vaping is heavily glamorised and normalised among youth, making health warnings easy to ignore. The challenge was to reach an audience that actively tunes out traditional anti-vaping messages.
The Solution
We flipped the script by using the vape industry's own tactics; creating content that looked and felt like real vape ads. These videos drew young people in, then subverted expectations by revealing the hidden dangers behind the glossy façade.
Radio
The Outcome
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