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The work aims to expose the tobacco industry’s latest deception: using flavors and e-cigarette products that masquerade as snacks and flash drives to hook kids when their brains are most susceptible to addiction. 4 out of 5 kids who’ve used tobacco started with a flavored product – with 15,000+ flavors (and counting) on the market.
We launched TV, digital video, radio, and OOH on April 24 in all 14 markets across California, including Los Angeles, San Francisco, San Diego and Sacramento. The campaign includes creative in Spanish, Cantonese, Mandarin, Korean, Vietnamese and Tagalog, produced with Acento and APartnership, as well as a San Francisco BART station takeover and two painted walls in Los Angeles.
3,998 letters generated via the website, FlavorsHookKids.org.
On YouTube, amongst those exposed to our ads, we saw a 472% lift in queries trying to learn about juul and its issues and a 1,142% lift for searches on "kids vaping" and the ease of buying online.
In a pre and post tracking study, we saw a significant jump in Parents/Changemakers (the key audience) strongly agreeing that the tobacco industry targets youth as new customers (43% to 50%).
Less than a month after our campaign wrapped up, several e-liquid companies ceased sales of products with labeling or advertising that resembled kid-friendly foods, including those we used in our outdoor campaign.
Stan Glantz, THE go-to source when it comes to anti-tobacco research, referenced our Flavors campaign slogan (i.e., “Addiction is not a phase”) in a CNBC-produced video about Juul.