cancel teen vaping
FLORIDA DEPARTMENT OF HEALTH
THE FACTS NOW CAMPAIGN
Smoking rates among teens have reached an all-time low. Finally, cigarettes aren't cool anymore. But the fight is far from over. Thanks to e-cigarettes - Big Tobacco lured in a new generation of nicotine addicts. My team at Golin was enlisted to help prevent young people in Florida from becoming addicted to tobacco. I lead my amazing team in art direction, creative concepting and creative strategy for THE FACTS NOW social media and events.
Creative challenge: Position a public health campaign as ~cool~ as possible to resonate with a Gen Z audience.
We used social listening to identify common misconceptions about e-cigarettes that the audience was talking about on social channels, and developed a variety of social media content series to educate on the truth behind these misconceptions. Messaging varied from flavored products, chemicals in e-cigarettes, to the history behind “Big Tobacco” quickly becoming “Big Vape.”
Most importantly, we needed the content to resemble what our audience was already consuming on social media. We used trends from consumer brands and user-generated content to create content they wanted to pay attention to. On TikTok - we made TikToks, not ads.
Brand awareness of THE FACTS NOW in Florida is 84% among youth and 72% among young adults, higher than The Real Cost and Truth, much better funded, national tobacco prevention campaigns. We are punching above our weight with a smaller budget.
Agency: Golin
Art Direction / Concept Creation: Monique Hernandez
Motion Design: Lucas Mariano
Designer/Illustrator/Motion Design/TikTok: Ruth Burotte
Mural Artist: Marlon Pruz