This campaign educates teens on vaping dangers by linking it to everyday life. By integrating vape devices into familiar objects, it encourages reflection, challenges misconceptions, and promotes healthier choices through impactful ads and video.

The rising use of e-cigarettes (vaping) and marijuana among teenagers highlights the need for greater awareness of their negative effects. Many teens perceive vaping as harmless, despite risks like nicotine addiction, lung damage, and long-term health consequences. This campaign aims to educate teens about these dangers through print advertisements and a video campaign for Health Canada.

We identified familiar teen experiences like birthdays, gaming, and school, then merged vape devices into them to create thought-provoking visuals. This approach encourages self-reflection on vaping’s risks.

The campaign effectively captured teens' attention by integrating vape devices into everyday objects, sparking awareness, self-reflection, and discussions on healthier choices.