Anti-Vaping
Campaign Case Study
The creative approach for this campaign 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, sparked from the idea of “Reason #” and evolving into authentic perspectives.
By sharing their unique stories, tips, and reasons for quitting, we aimed to foster a sense of community and shared experiences with their peers to help inspire and encourage others on 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.
Ultimately, the authenticity was needed to really drive the campaign home. “What’s your Reason to Quit” was created to be authentic and resonate with real people struggling to quit vaping and having a reason to do so. Check out the collection of Videos and YouTube Shorts.