E-cigarettes Awareness Campaign
Overview
Developed for Health Canada, this integrated awareness campaign aims to educate teenagers on the hidden dangers of e-cigarette use (vaping). As a joint project spanning print and digital motion, the campaign utilizes a cohesive visual language to grab the attention of a younger demographic. The deliverables include a series of three high-impact print advertisements and a supporting motion graphic video.
The Challenges
The objective was to create an awareness campaign for Health Canada regarding the risks of teen vaping. The challenge was to communicate complex health facts—such as lung scarring, reproductive risks, and nicotine addiction—in a way that resonates with a teenage audience. The campaign required a consistent visual identity that could bridge the gap between static print media and dynamic video content.
Execution
Visual Metaphor & Imagery: Developed a series of high-impact print advertisements using smoke-based metaphors to visualize internal health consequences, such as using texture to represent "popcorn lung" and silhouettes to highlight reproductive risks.
Unified Messaging: Implemented a direct narrative style with provocative headlines like "Your lungs are not a lab" and "Don't lose yourself," anchored by the recurring slogan "Consider the consequences."
Integrated Identity: Established a cohesive color palette and design system across all print and video deliverables to ensure a synchronized, recognizable brand identity for the entire awareness campaign.
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Print Ads
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