Lung Foundation Australia
A study conducted by Lung Foundation Australia found that vape e-liquids contain a dangerous concoction of chemicals. With the number of vape users surging, particularly amongst young people, Lung Foundation needed to reach and connect with people about the dangers and repercussions of using e-cigarettes.
The clever idea
Deliver eye-opening research findings to sing the dangers of vaping. We pushed this message far and wide through a targeted, tactful integrated communications and marketing campaign spanning earned, owned and paid channels. The Unveil What You Inhale campaign leveraged the shock-factor of the research to captivate target audiences, delivering tailored health resources and information to empower young vapers to make safer, more informed choices.