VicHealth: Anti Vaping.

Case Study #23

VicHealth: Anti Vaping

Background

Working with VicHealth, we wanted to encourage Victorians of all ages - particularly parents - to 'see through the haze' of Vaping.

Objectives

The objective of the campaign was to help parents become aware of the dangers vapes pose to their kids and combat a common misconception that vapes are just 'water vapour'.

To educate and create conversation, we created a sculpture to raise awareness about the dangers of e-cigarettes and how the vaping industry is deliberately targeting minors and

young people.

Deliverables

• Developing an emotive sculpture to educate Victorians, we worked to

design an artwork that drove thought and conversation around the risks of vaping - specifically targeting parents of children under 12.

• In doing so, we created a visually arresting installation representing

a vape cloud and the numerous dangerous chemicals within it.

• Constructed from several layers of perspex and mounted into a

3-dimensional frame (mounted on wheels for ease of relocation), each layer demonstrated a different coloured shape of vapour

affixed to the perspex layer, creating an illusion of depth and structure to the vape cloud.

• The key effect left a static, 3D illusion while representing multiple

harmful groupings of chemicals.

• The sculpture, housed alongside cultural and scientific works at

Scienceworks, acted as a visual representation of the toxic chemicals found in e-cigarettes and came in response to new VicHealth data showing only one in three (34%) parents understand what's in a vape.

Impact

• The activity paired with a tailored media approach, received mass

media attention with coverage secured in the Herald Sun, 7 News, Sunrise and ABC Radio Melbourne, amongst others with an audience reach of 7,601,922+.

• Most importantly, the sculpture acted as a conversation starter for

the 80,000 people who

visited in the period, getting families talking about the very real dangers of vaping.