ca department of public health

Target audience

Those 18+ who utilize E-cigarettes and vaping instead of smoking as an outlet as an outlet for stress relief.

Media

A comprehensive media buy including television commercials, digital landing pages detailing dubious vape ingredients, billboards, and urban "wild postings" targeted at where e-cig users gathered.

Key objectives

E-cigarettes and vaping, which were rapidly growing in popularity with very little regulation or public health oversight at the time. The idea was to challenge the claims and marketing tactics of the e-cigarette industry, address health uncertainties surrounding vapes, and "denormalize" vaping—especially among young people and young adults.

Problem

Partner with agency to create a local social channel video 

Solution

Brand compliance and adherence to style guides, brand guidelines and media kit

Creative Roles

Animator, Brand Advisor