Hasta La Creative!

The Flavoured Vapes Hook Kids embodies the augmentation of the increase in the number of young people who have tried vaping. In just one year, the number of Canadian teens who have used a vape has increased by 74%.
To embody these alarming numbers, and to further educate parents on this issue, the Canadian Lung Association, Heart & Stroke Foundation and Publicis Canada in Toronto have partnered to create the video campaign: “Flavoured vapes Hook Kids” which highlights how industry uses flavours to attract young people to products that contain nicotine.
The campaign takes place in a Toronto Square, where an ice cream truck is settled down. The ice-cream man tries to sell its products to families and more precisely to kids. When customers ask what are the ice-creams flavours, the ingredients are quite classics, but there is one ingredient which make the difference: there is Nicotine.
The campaign is designed in efforts to raise awareness about the negative effects surrounding flavoured vaping products on our youth. The video explores the dangerous appeal vape products have on kids and how the “fun-flavoured” habit has lured kids into thinking it is acceptable and harmless. Despite the hidden harms, young adolescents are naïve and unaware about the long-term health issues vaping can cause. The anti-Vape Campaign takes a satirical approach to bring attention to a serious issue.