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....