Vape Ad Campaign

DESCRIPTION

In this project, we created an awareness campaign for Health Canada, aiming to inform teenagers about the harmful effects of e-cigarettes (vaping). The goal was to design a compelling, relatable campaign that could resonate with young audiences while delivering an important health message. This campaign included print ads and a video ad series that visually and emotionally communicated the dangers of vaping.

INVOLVEMENT

Art Direction, Video Editor, Photo Editor

Collaborated Music Jun. and Isaac Bilyea.

DELIVERABLES

Print Ads, Video Ad Campaign

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CHALLENGES

One of the key challenges was developing a campaign that effectively communicates the harmful effects of vaping to teenagers, a demographic known for its resistance to conventional messaging. Teenagers are highly influenced by trends and peer behaviors, so it was crucial to craft a message that not only informed them but also resonated on a personal level. We had to strike a balance between providing accurate, impactful information and ensuring the campaign was engaging and relatable. We chose concepts that teenagers could easily connect with, such as birthday celebrations, school life, and gaming—universal experiences that would appeal to our target audience. We also had to avoid being overly simplistic or too juvenile, making sure the visuals and themes were appropriate for the teen demographic.

GOAL

Our goal was to create a series of ads that were visually striking and easy to understand, while also communicating a powerful message about the dangers of vaping. By using everyday objects and scenarios—such as school supplies, video games, and birthday celebrations—we aimed to make the campaign relatable, driving home the message that vaping harms their health in a way that felt real and personal.

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Creative Journey

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Takeaways

RESULTS

We created three print ads and a video campaign designed to catch teens’ attention while conveying critical health information about vaping. The ads featured familiar objects like school supplies, video games, and birthday cakes with a twist, highlighting vaping's harmful effects. For example, a pencil case with a vape inside was tagged with "This wasn't on your school supply list," and a game controller with a vape replacing the batteries was tagged with "This game has no extra lives." The birthday cake ad showed smoke representing vaping's impact, with the tagline "Learning the wrong lessons." The video ads followed these concepts, with scenes of social isolation—guests disappearing at a party or friends fading away during a game—due to vaping. These visuals effectively conveyed vaping's damaging effects on health and relationships, making the campaign relevant and impactful for teens.

LEARNINGS

This project taught me the importance of grounding a campaign in its core message and spending time researching to connect with the target audience. I learned that simplicity in design can be powerful, and focusing on clear, strong visuals can communicate complex ideas effectively. The process of collaboration and refining ideas together made the final campaign stronger and more cohesive.

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