Recognising the potential harm of vaping in young people, Powys County Council and Powys Teaching Health Board required a public campaign aimed at raising awareness among young people on the harms of vaping.
The campaign aimed to change the perception of vaping being clean, fun and safe, and informing young people that the activity comes with a list of side effects and health implications.
We developed a set of visuals based on existing vaping branding, leveraging their use of fresh fruit imagery to show the effect vape ingredients can have on the body long-term. These were applied to fake packaging and distributed to schoolchildren in specially organised school sessions, where they were guided through insight and learning sessions as to the dangers of vaping and the toxic ingredients vapes often contained.
The campaign was supported with other collateral in and around school sites, (including posters, postcards and out-of-home,) as well as social media and other digital content to engage wider audiences. Supporting materials were also developed to target older vapers in places like pubs and bars.
The campaign received a lot of attention from local and national media across print and digital, and was a featured story on 'Newyddion' on S4C and BBC Wales Today's primetime news show.
A video of the classroom sessions can be viewed here.