Overview
A public health organization wanted to build a bilingual (English and Spanish) anti-vaping ampaign in the state of Oregon. We were tasked with developing a creative direction for the campaign.
A public health organization wanted to build a bilingual (English and Spanish) anti-vaping ampaign in the state of Oregon. We were tasked with developing a creative direction for the campaign.
Their goal was to raise awareness among teens regarding vaping: from dispelling myths about vapes to voicing the long-term impact vaping can have on people's lives. The campaign aimed to be informative and provide guidance to resources that help teens quit vaping and/or help their peers in their quitting journey. However, it was determined that the tone should remain friendly and insightful, and to avoid directly telling teens not to vape, as this kind of language can be perceived as authoritarian and provoke the opposite effect on a young demographic.
Approach
Quitting is not an easy journey, but it's possible with the the help of professionals and a supportive network. We wanted to communicate how healthy and happy life can be after quitting vaping. Additionally, we wanted to show young people in outdoor activities in an effort to lead with a positive feeling, hence the tagline: Take a Breath.
We decided to avoid depicting vaping devices unless it was to highlight their harmful effects. This was meant to keep the campaign people-centric and positive, and to avoid having teens staring at more vapes– since it can be a trigger.
Copywriting: Isis Casanova
Graphic Design: Aida Baird
Quitting is not an easy journey, but it's possible with the the help of professionals and a supportive network. We wanted to communicate how healthy and happy life can be after quitting vaping. Additionally, we wanted to show young people in outdoor activities in an effort to lead with a positive feeling, hence the tagline: Take a Breath.
We decided to avoid depicting vaping devices unless it was to highlight their harmful effects. This was meant to keep the campaign people-centric and positive, and to avoid having teens staring at more vapes– since it can be a trigger.
Copywriting: Isis Casanova
Graphic Design: Aida Baird
Social Media Templates / Ideas
