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The Real Cost
RAN IN: United States
Center for Tobacco Products
Kathy Crosby, Director of the Office of Health Communications and Education
April Brubach, Deputy Director, Health Communications and Education
Gem Benoza, Director, Division of Public Health and Education
Suzanne Santiago, Group Management Director, EVP
Dimas Adiwiyoto, Account Director, SVP
Ari Halper, Chief Creative Officer, EVP
Gary Resch, Executive Creative Director, EVP
James Meiser, Associate Creative Director
Mallika Rao, Account Director
Ally Morrow, Account Supervisor
The campaign is designed to combat a pervasive teen health crisis. While teen smoking was on the retreat, thanks to successful campaigns in prior years, vaping is rapidly gaining popularity with young people age 12 to 17 who see it as safer, cleaner, and less addictive. The reality: It carries multiple risks to teens’ short-term and long-term health. Enter Epidemic, an unsettling campaign that makes vaping’s negative consequences visceral and real. The campaign successfully challenged our audience’s assumptions, changed minds, and lowered the likelihood of vaping in the future.
Hero Medium: Online Video
Medium Featured On Video: INTERACTIVE/ONLINE,MOBILE/TABLET,SOCIAL MEDIA,Website
Audience: Teens (13-20)
Objectives: Government and social aims
Type: Business to Consumer