Rinck Advertising has been honored with a 2024 Silver Davey Award for the “Vape Free Maine: Don’t Get Side Effected” campaign, developed in partnership with the Maine CDC. This groundbreaking campaign is recognized for its innovative approach to addressing the youth vaping epidemic, making it a key player in the cause marketing category. 

The “Don’t Get Side Effected” campaign captures the attention of youth through relatable messaging that directly confronts the short-term health effects of vaping, debunks common myths, and provides actionable resources for quitting. “Winning this award highlights the effectiveness of data-driven strategies in combating public health challenges,” said Laura Rinck, President of Rinck Advertising. “ We’re proud to partner with the Maine CDC on this crucial work, empowering young people to make positive changes in their lives.” 

Nikki Jarvais, Senior Vice President and subject matter expert in behavioral change marketing, added, “Our campaign contributed to a remarkable 45% reduction in youth vaping rates among high school students, proving that targeted communication strategies effectively resonate with this audience. ‘Don’t Get Side Effected’ exemplifies the effectiveness of tailored behavioral change communication strategies. By engaging directly with teens, we not only raise awareness but also foster a supportive environment for change.” 

The campaign’s success is further evidenced by the 2023 Maine Integrated Youth Health Survey (MIYHS), which found that 15.6% of high school students reported using an electronic vapor product in the past 30 days, a sharp decline from 28.7% in 2019—representing a 45% reduction. This marks the largest decline in youth vaping rates among high school students in the state’s history. 

Over its 125 days in market, the campaign delivered impressive results, generating 40.2 million impressions, 212,000 ad clicks, and 5,950 clicks from teens interested in enrolling in treatment to quit vaping—an average of 47 potential enrollments per day. 

As the youth vaping public health crisis continues, ‘Don’t Get Side Effected’ reflects Maine’s commitment to addressing the issue. The campaign demonstrates how the strategic integration of media and creative messaging can drive meaningful behavioral change, using innovative, targeted media solutions that captured teens’ attention and drive conversions. 

The Davey Awards is the largest and most prestigious competition exclusively for the “Davids” of creativity—small agencies with big ideas. Judged by the Academy of Interactive and Visual Arts, a body of top-tier professionals from acclaimed organizations like Condé Nast, Disney, and Microsoft, the Davey Awards honor creativity, innovation, and excellence across media, advertising, and marketing.