Peers Against Tobacco

Brand Strategy / Art Direction / Experiential / Merchandising / Website / Print / Content / Social

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 I promoted a series of bad habits that are better than vaping.

IMPACT
As an awareness campaign, our campaign reached over 25 different Texas universities and colleges. Through on-campus outreach events, we engaged over 5,000 students in our Procrastivape (anti-vaping) Lounge. Our social media campaign reached 1.8MM students across Texas educating them on Better Bad Habits than vaping.