David vs. Goliath - Services

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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

2023_us_2023_e-8459-055_hero_1 TIAA #RetireInequality
2023_us_2023_e-8647-528_hero_1 Zelle Meet the Zelle® Family
2023_us_2023_e-7984-907_hero_1 Business Iceland Welcome to the Icelandverse
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