The Real Cost / No Vape in team
Vaping as a teen can damage your lungs. Since teens typically don’t seek out prevention messaging from the government we found a new way to address the 55% of teens who play high school sports.
No Vape in Team introduced a sliver of credible doubt. Even if teens didn’t believe the science behind our message, they would think twice about vaping because it would put their effort, and their team’s chances to win, at risk.
The multi-year campaign leveraged partnerships including CW All American, Overtime, HUDL, and Whistle Sports.
We partnered with Overtime to leverage elite teen athletes.
We extended No Vape in Team to Next Legends, a subcampaign of The Real Cost communicating tobacco-prevention messaging exclusively to Native American and Alaskan Native teens.
Credits
ECD, Gary Resch
Senior Art Director, Ishaan Mohindra
Senior Copywriter, Daniel McCabe
Partner, Fandom