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...

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