Preventing youth from vaping is a priority for public health and the BC government. Creating a campaign targeting the most skeptical audience would require a certain amount of entertainment, while also respecting their ability to make good decisions when they have all the facts. The solution was the A to Z of Vaping series, which asked the question, “Why would you put this sh*t in you?” Developed in collaboration with the government’s Youth Advisory Group, this campaign saw the highest Facebook and Instagram engagement of any health-related campaign the client has created.
What we did
Brand planning, advertising
