Tackling the onslaught of vaping amongst teens
Pausing the puff — developing an anti-vaping PSA that actually resonates with the target audience
The Challenge
It’s no surprise that the attention span of the average American young person is on a steep decline year after year. So in an effort to meet teens and young adults where they’re at in order to get our anti-vaping messaging across, we endeavored to pop up where their gaze is already focused—social video content.
The Solution
“Vaping Sucks” took shape as a scroll-buster — video content that appears like any other social influencer content at first glance (i.e., foodie vloggers, singer-songwriters, personalities, etc.) but has a twist baked into every iteration. The ultimate goal? To keep our target audience from scrolling away and to get sucked in by the hidden message—that vape pens are packed with disgusting stuff that is verifiably ridiculous to put in your body.
The Work
A multi-year campaign engaged primarily vertical content poses as ready-made influencer videos, leaning less into scare tactics that are easy to dismiss as preachy and more so into the ick factor of putting chemicals in your body.
"Vaping Sucks" Landing Page
"Vaping Sucks" Print Material
Related Work
Amplifying Enrollment Through Student-Led Content
Idaho State University - User Generated Content
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