The powerful attraction and peer pressure surrounding vaping for young people is almost impossible to counteract. In order to get through the barriers, we decided to use vape industry tactics in our favour. These videos were designed to look like vape ads targeting young people, which then switched to reveal the true nature and hidden harms of the product.
Creative Directors: Adam Barker, Lori Canalini
Senior Art Director: Henry Billington
Account team: Emma Lambert, Sara Cunningham
Production company: Stir Fry Content Kitchen
Producer: Elsie Shaw, Jess Seinor
Animator: Cameron Aitkenhead
Sound Design: Ben Wright
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