Disease Awareness & Education: Non-Profit
Public health and non-profit cause marketing efforts produced to raise awareness/education about specific health conditions. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award.
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2023 SILVER
Depression Stick + Breath of Stress Air
Young people start vaping to decrease anxiety, depression, & stress, but they don’t know vaping can amplify those feelings. Enter “Depression Stick,” the first vape brand to tell the truth. We acted like every vape brand: we pitched convenience stores, influencers, and lobbyists to show young people how vape brands sell depression and anxiety. We followed with a wellness ad, “Breath of Stress Air,” to show young people vaping doesn’t actually relieve stress. The result: young people who saw the campaign agreed: Buying vapes is like buying depression and anxiety.
Brand:
Truth Initiative
Client:
Truth Initiative
Agency:
Mojo Supermarket
Language:
English
2021 GOLD
This is Quitting
In 2019, vaping was so popular that young people felt they had no way out. We had to create permission for young people to begin their quitting journeys. Telling them to quit would come off as finger wagging; we had to make quitting feel just as rebellious as vaping itself. So we created a nationwide, can’t-miss party of JUUL destruction – and invited would-be quitters to join in. Effectively, we doubled young people’s intent to quit vaping and grew This is Quitting signups by 160%.
Brand:
truth
Client:
Truth Initiative
Agency:
72andSunny Los Angeles
Language:
English
2021 BRONZE
My Vaping Mistake
In 2019, an entire generation of teens were becoming addicted to nicotine. One in three teens were currently vaping, a behavior they considered harmless. Five months after launching, we exposed teens to The Real Cost’s “My Vaping Mistake” series and asked them what they thought of vaping. A third of exposed teens felt that vaping caused significant anxiety, and 9 out of 10 were now aware of the serious mental and physical health risks of vaping.
Brand:
The Real Cost
Client:
Center for Tobacco Products
Agency:
FCB New York
Language:
English
FINALISTS
The California Healthy Minds, Thriving Kids Project
Healthy Minds for Thriving Kids
California Department of Public Health - Tobacco Control Program
Nicotine Equals Brain Poison
South Dakota Department of Social Services
“Meth. We’re On It.” A Successful Anti-Drug Campaign
