A safe alternative to smoking. What an appealing fantasy. Sadly, fantasy is the operative word. And tragically, vaping is appealing to teens.
Vaping has become an epidemic among US teens. 10.7 million teens in the US have used e-cigarettes or are thinking about trying them, according to research. Despite its substantial health risks, about 80% of young people claim they don’t anticipate any profound risk of harm from regular use of e-cigarettes.
“Seemingly out of the blue, vaping among teens has become an epidemic,” explained Suzanne Santiago, FCB New York executive vice president and group management director.
“One of the reasons is that the majority of teens have a consequence-free mentality toward vaping, and our mission, alongside FDA, is to shatter this perception, by educating them about the harmful and addictive chemicals they may be inhaling.”
FCB New York is helping the FDA get the real facts about vaping across to young people with a new extension of its The Real Cost campaign, which has successfully youth tobacco prevented nearly 350,000 young people from smoking cigarettes since it launched in 2014. For each teen prevented from becoming a smoker, there was US$181,000 in cost savings, which means the campaign has averted over US$31 billion in future medical costs, to date.
In the first national youth vaping education campaign, FCB New York targets teens aged 12-17 who have used e-cigarettes or are open to trying them, and who perceive no significant harm from vaping regularly. The campaign aims to challenge these teens’ cost-free mentality with messages about the hazards associated with using e-cigarettes, including nicotine addiction and potential exposure to harmful chemicals.
The campaign, Epidemic, uses an unsettling visual metaphor of an organism coursing through young people’s bodies, to depict the negative consequences to the lungs, bloodstream and brain posed by vaping. The campaign aims to awaken its teen audience to the damaging effects of e-cigarettes, while showing how vaping has become a serious, and spreading, social epidemic.
“It’s been thrilling to be a part of this bold and aggressive mobilisation by FDA to counter this epidemic by educating teens on the potential consequences of vaping,” noted Gary Resch, FCB New York executive vice president and executive creative director.
“We knew it would require work that was audacious and provocative, and we are excited about what we’ve delivered.”
The campaign film is supported by online radio, banner ads, GIFs, custom units and online takeovers, all driving to a 360-degree digital experience.
Creative Agency: FCB New York
Chief Creative Officer: Ari Halper
EVP, Executive Creative Director: Gary Resch
Senior Art Director: James Meiser
Senior Copywriter: Cecile Robertshaw
Executive Producer: Stacy Flaum
EVP, Group Management Director: Suzanne Santiago
VP, Account Director: Dimas Adiwiyoto
Account Supervisor: Mallika Rao
Account Executive: Ally Morrow
Assistant Account Executive: Katie O’Hara
Project Manager: Shantal Gonzalez
Account Director: Jared Shell & Earl Adams
Production Company: Chromista
Director: Darren Aronofsky
Director of Photography: Matthew Libatique
Executive Producers: Sandy Haddad & Scott Franklin
Executive Producer & Line Producer: Ted Robbins
Editing & Grade: Lost Planet
Editor: Ben Rodriguez
Executive Producer: Krystn Wagenberg
Producer: Casey Cayko
Editor Assistant: Alene Christina
Colourist: Fergus McCall
Sound Mix: Sonic Union
Mix Engineer: Michael Marinelli
Producer: Pat Sullivan
Post Production: The Mill
Senior Producer: Heino Henning
Associate Producer: Sophie Mitchell
Executive Producer: Rachel Trillo
Director, Office of Health Communication and Education: Kathy Crosby
Deputy Director, Office of Health Communication and Education: April Brubach
Director, Division of Public Health & Education: Gem Benoza
Supervisory Health Communications Specialist: Michael Murray
Health Communications Specialist: Emily D’Iorio