Ditch the Vape. Get what’s yours. The Evelyn Lilly Lutz Foundation and McCann Global Health are appealing to teens not to vape. It’s a battle that is both difficult and urgent. Vaping went very quickly from a better alternative than cigarettes to a major problem, especially among teens. The PSA, however, shows how the average US$1,000-1,500 that teens spend annually on vaping could be better spent on the experiences and hobbies that make teen life great. The film is also refreshingly different approach from usual anti-vaping messaging, by focusing on the damage to teens’ wallets, not their lungs.
The film inspires teens to make healthier decisions about the money they earn, placing them in a seat of power instead of shaming them for vaping or scaring them with a litany of health repercussions. And it was guided by the personal passions and hobbies of real-life students. So while teens may consider vaping their friend in times of stress or high anxiety, the film’s protagonist boldly declares, “Friends don’t steal friends’ s#!t.”
The campaign film was shot at Beverly High School in Beverly, Massachusetts. Casting real Massachusetts high schoolers and filming at a real high school provided a layer of authenticity which is crucial when speaking to teens. The mixed media style, blending animation and graphics over live-action visuals, all set to a school marching band cadence, is designed to deliver a message that hits home with its teen audience.
“I am acutely aware of the pressing need to confront the teen vaping crisis. Through our newest anti-vaping PSA, our aim is not only to inform but to inspire and empower teens to make choices that prioritise their health and their future,” said Suzanne Graves, MD, president of the Evelyn Lilly Lutz Foundation. The Foundation partnered with Beverly High School for this effort.
Mark Thomas, Principal of Beverly High School, said, “We are excited to stand alongside Lutz Foundation in this endeavour, reinforcing our commitment to creating a future where our students thrive without the harmful effects of vaping.”
“The point is not to focus on what teens are giving up on. It’s to show them all the amazing things they could be enjoying. When you ditch the vape, you don’t lose something as much as you gain a bunch of new things,” stated Dov Zmood, executive creative director at McCann Global Health.
Director, Allison Swank Owe,n added, “Through conversations with [our cast members], we reworked the original script to include our cast member’s actual hobbies. This was a great way to engage our cast and capture those authentic expressions. The most exciting aspect of this project for me was a new take on the problem of teen vaping. It’s not just a health risk; it’s a serious financial burden.”
Zeke O’Donnell noted, “We were given a lot of latitude to stretch our wings creatively, and the mixed media approach enabled us to create pods of differing personalities from the cast of teens, showcasing their unique hobbies.”
Credits:
Client: The Evelyn Lilly Lutz Foundation
Creative Agency: McCann Global Health
President: Briana Ferrigno
Executive Creative Director: Dov Zmood
Art Director: Jessica Masur
Producer: Dylan Mizner
Account Directors: Tanya Kennedy & Emily Carter
Strategy Director: Katie Stack
Project Manager: Shantell Huggins
Business Affairs Manager: Keith Marman
Production Company: Greenpoint Pictures
Director: Allison Swank Owen
Founder: Michael Kuhn
Executive Producers: Tatiana Rudzinski & Leah Donnenberg Ramia
Head Of Production: Karen Berkowitz
Producers: Lexy Leeds & Steve Oare
Sound: Sonic Union
Sound Designer: Rob Ballingall
Head Of Production: Patrick Sullivan
Assistant Engineer: Graham Carpenter
Music: Mas-Music And Strategy
Founder: James Alvich
Executive Producer: Joey Reyes
Editing: Bandit
Executive Producer: Laura Relovsky
Producer: Laura Cavanaugh
Editor: Zeke O’donnell
Edit Assistant: Chris Mcninch
Post Production & VFX: Bandit
VFX Artists: Chris Davis & Prez Radlowski
Grade: Nice Shoes
Colourists: Phil Choe & Matt Annitto
Producer: Isabel Gomez-Boone
Animation: Ars Thenea
Art Director: Rafał Blacharz
Animation Lead: Patrycja Ćmak
Project Manager: Ania Malinowska
Producer: Agnieszka Koterba
