Anti-Vaping
case study
This campaign was built on a simple insight: quitting vaping isn’t driven by generic warnings, it’s driven by personal reasons. Grounded in the realities of how people actually quit, the work centers on the question:
“What’s your reason to quit?”
From this insight, I developed the initial concept “Reason #”,and from there, the work evolved into a flexible creative system rooted in real stories from individuals who successfully quit vaping. Each execution highlights an authentic, first-person perspective, capturing the relatable moments that lead to meaningful behavior change.
Designed across video, paid social, digital, print, and out-of-home placements throughout Los Angeles County, the campaign meets audiences where they are with work that feels honest and authentic. By sharing real motivations, tips, and lived experiences, the goal was to create connection, normalize quitting, and inspire others to find their own reason to start their quitting journey.
Initial 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.
“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.
Conclusion:
This campaign demonstrates how behavior change doesn’t come from perfect messaging, it comes from real people, real choices, and small, relatable moments. Inspired by research showing that authentic, unscripted storytelling resonates most with young adults, the work shifts away from traditional anti-vaping scare tactics and instead focuses on lived experiences and everyday decision-making.
By reframing quitting as a series of achievable swaps, not a complete lifestyle overhaul, the campaign lowers the barrier to entry and makes change feel possible. Each execution was designed to feel native to the platforms where the audience already engages, blending seamlessly into their world rather than interrupting it.
From concept to copy to final design, this project reflects a fully integrated creative approach—grounded in strategy, driven by insight, and executed with the goal of creating work that doesn’t just communicate, but connects and motivates action.