Wheeler Clinic for Anti-Vaping

Anti-Vaping Awareness Campaign

How do you get an anti-vaping message across to the nearly 3 million teenagers who actively vape? By tricking them into watching content they already willingly consume — unboxing videos. We created fake PR boxes from a fictional company and sent them to relevant influencers. Our influencers unboxed our products, trying them out and giving commentary along the way. The catch? Each product was designed to mimic a different side effect of vaping. We had an enormously positive response from influencers and their following alike. Many were surprised and horrified to learn that no matter how it’s packaged, vaping is affecting you.

ACD: Margot Belyea // Copywriter: Lyndsay Olejnik, Josh Gold // Art Director: Matt Stein // ECD: Paul Catanese // CCO: Eric Silver // Agency: Cronin