CANADA – 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 cla”ssics, 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.
“Ice Cream Truck” Anti-Vaping PSA – Credits
EVP Creative Director: Tim Kavander
Group Creative Director: Dean Hore
Associate Creative Director: Lucas Longman
Writer: Adam Notzi Keyser/Tim Kavander/Dean Hore
Art Director: Andrew Schuler / Lucas Longman
Agency Producer: Pam Portsmouth
Associate Creative Director Of Design/Graphic Designer: Lori Jankelow
Production Company: IQ Productions/The Makers
Production Executives: Mark Bisson, Jennifer Millington, Terry Theofilactidis
Line Producer: Marc Milliard
Directors of Photography: Sean McBride/The Makers
Casting: Steven Mann Casting
Post Production House: VideoNerve
Post Production Producer: Karen Huybers
Editor: Drew Stevenson
Flame Artist: Daryl Shaughnessy
Colourist : Andrew Exworth, The Vanity
Music & Sound Design: Pirate Toronto
Audio Director: Tom Eymundson
Location Sound: Adam Clark, Toronto Sound
Ice Cream Man/Nico: Rob Norman
Clients
Canadian Lung Association: Marketa Stastna – Communications and Marketing Manager, Sarah Butson, Public Policy Analyst
Heart & Stroke Foundation: Liz Scanlon – Senior Manager, Public Affairs, Stephanie Lawrence – Senior Manager, Communications, Missions, Lesley James – Senior Manager of Health Policy
