Risks of vaping campaign for Health Canada
I was the lead designer for this campaign, done for the Government of Canada with the team at Banfield. We wanted to communicate the idea of proceed with caution rather than simple scare tactics, as teens (13-18) would rather information instead of parent-like nagging. The intended effect for this campaign was to prevent teens from starting to vape. This campaign has been nation-wide with multiple levels of reach including bus shelters, metro posters, bus panels, a commercial, and more.
The entire campaign stemmed from a collection of posters and facts which would
direct viewers (teens aged 13-18) to a website that would educate on the impacts
of vaping for youth. We decided to create iconic bright yellow imagery with a vape,
vapour, and caution lines to draw attention and make viewers think before they act.
Applications seen around Ottawa and Edmonton.
The final TV spot, shown before movies at Cineplex.
Social media posts, using images captured from the TV spot
combined with the vapour effect.