If you ask kids to name the side effects of cigarettes, they’ll rattle off a laundry list of cancers and disorders. But when it comes to vaping, they think there’s no downside—that it’s just water and food flavorings. They don’t know that harmless-sounding flavors like “Gingerbread Man” or “Peanut Butter” actually contain dangerous chemicals and addictive nicotine.
To set the record straight, I helped develop creative that drives the point home without sounding like a preachy parent. From TV spots and social media executions to an immersive “choose your own adventure” chat bot and snarky web comic, Arizona teens were peppered with a wide range of messaging and images that all said the same thing: there’s nothing harmless about vaping.
TV
AUDIO
“Vape Smoke”
“Flavors”
KIK CHAT BOT
