SITUATION
Fueled by the success of JUUL, vaping by teens and college students skyrocketed. In the year leading up to the assignment there was a 78% increase in vaping by high school students, and 63% of students and parents didn’t know JUUL contains nicotine.

SOLUTION
Smoking had developed a stigma over the years but young adults didn’t associate vaping with tobacco, plus they thought the device was cool. To raise awareness we promoted a series of bad habits that are better than vaping.

IMPACT
The campaign launches fall semester 2019.

BETTER BAD HABITS THAN VAPING

“Alternative” Skincare

Procrastination

Too Many Food Photos

Bad Scooter Etiquette

Endless Snoozing

Saying “Just One More”

Feeding the Laundry Pile

Nail Biting

Endless Scrolling