Industries
What we did
Awards
Don’t Get Side Effected
Young people often prioritize the present, so messages about the long-term health risks of vaping may not resonate as strongly.
Through extensive research and focus groups, we identified a key motivator: highlighting immediate, short-term side effects that can add to the challenges they’re already navigating.
THE OUTCOME
We leveraged four key elements to drive change. One, clearly communicate the short-term complications that can come from vaping in plain language that’s easy to understand. Two, combat common myths about vaping. Three, offer positive reinforcement in the form of tips, tricks, and resources to help navigate the quit journey. And finally, an easy, low barrier CTA asking young Mainers to enroll in our quit program via text.
Through research and focus groups, we learned that seemingly small side effects had a huge impact. For example, by pairing the idea that vaping can kill taste buds with images of ice cream and pizza, we learned something as simple as not being able to enjoy the simple pleasures in life was enough to motivate youth vapers to consider quitting.
The Vape Free Maine website was refreshed from a previous iteration of the campaign to reflect the new creative and insights learned through the focus groups with Maine teens. During the duration of the campaign, over 50% of the site traffic was driven from campaign media and partnerships leading to over 25,000 engaged sessions and an engagement rate of nearly 12%. Over 7,100 actions were taken through the website, where teens clicked to text, call or enroll online to learn more and start their quit journey.
