Deadly Choices
More and more First Nations young people are taking up vaping, with many of them wrongly thinking it's healthier, less addictive and 'cooler' than smoking. Deadly Choices came to Carbon to help create a campaign that brought the truth about the dangers of vaping to young people in a way that spoke to them, not about them.
The brief
Before we even tackled the brief, yarning circles were held with First Nations young people aged between 13 and 28. This gave us valuable insights into the type of campaign they wanted to see — one that used real people, showed real health consequences, and used real language that would resonate.
The good
We knew we needed the campaign to be video-led in a bid to capture young people where they spend the most time — social media. So we created a series of social videos showing young people fleetingly catching sight of their reflection while going to vape. The reflections revealed shocking images of themselves showing the physical and mental harms vaping could do, proving the sobering reality that vaping is ‘deathly not deadly’.
The impact
Entertaining yet real, this First Nations youth-led social and out-of-home campaign is proof positive of the importance of speaking genuinely and authentically. The campaign is still in its infancy but early feedback has been overwhelmingly positive.
The campaign line and mark used everyday slang and symbolism to create a campaign lock-up that was both clever and clear.
Different social videos and out-of-home executions brought individual stories — and effects of vaping — to life.
