The Real Cost / FDA Center for Tobacco Products: Scary Enough

The FDA, a department of health and human services, launched a campaign in the US to raise awareness of the dangerous risks to vaping.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

By 2019, most teens had rejected cigarettes, but 1 in 3 teens were actively vaping, a level of usage labeled an "epidemic" by the FDA. Allured by the sleek technology and seemingly harmless vapor, teens mistakenly perceived vaping as a "safe" risk. We had to stop the spread before we created a new generation of addicted Americans. While we had decades of research on cigarettes, the long-term consequences of vaping were still being explored. We didn't have the scientifically validated facts we needed for a powerful message....

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