SPELL IT OUT

How do you get adults to talk to kids about vaping before it becomes a bigger problem?

The Canadian Lung Association challenged us to create a PSA campaign that encouraged teachers and parents to use its educational resource to start more informed conversations with students about the harms of vaping. The goal was to grab their attentions. 

Insight

From Isovaleraldehyde to Ethyl Maltol, there’s a lot of complex things involved with vaping that kids have no idea about.

Idea 

To get the attention of teachers and parents, we’ll have kids spell it out the mouthful of chemical ingredients in vapes, or at least try to. We moved to the front of the class with this creative. 

Copywriter: Schvonne Mckinney

Creative Direction: Stephen Flynn, Mike Postma

Design/ Art Direction: Naqsh Sagar

Agency: Wunder

Production: Wunder