Vaping is almost four times more common than smoking among teens. And unlike smoking, vaping is relatively new and until now there wasn’t much evidence of its harms and long-term negative impacts on lung health. So we needed to reach parents and teachers of teens with a message and helpful materials to help them start the conversation.
Through a series of targeted video ads centred around a school “spelling bee” we had teens attempt to spell some fairly complex words. The twist? All of the words were harmful chemicals and substances found in the typical vapes those same teens would be exposed to.
