Anti vaping campaign concepts
Creative approach centered around the needs, motivations, and challenges individuals face as they embark on or continue their quit journey which evolved into the campaign theme,
“What’s Your Reason to Quit?”.
Developed authentic, engaging, and compelling videos featuring individuals who successfully quit vaping as well as out-of-home and placed-based media that can be seen around LA County.
Original concept: Reason Number
What is your reason? This concept was created to be mutable and flow depending on the target audience and media buy.
Other concepts also pitched:
Breathe. Because you can.
Vaping is linked to severe lung damage. Connecting the current state of anxiety and mental health in society, taking a break to breathe through it instead of vaping. Taking care of yourself.
#fromthecuttingroomfloor
Started for a Reason,
Quit for a Better One.
What is your better reason to quit? The main idea for this concept was to make current vapers think about the reasons they would quit vaping for. After focus groups, we learned that they did not have a reason to start in the first place.