2024 Teen Vaping Campaign

In 2024, our creative team worked on a teen vaping awareness campaign with Public Health’s Healthy Living division, aimed at educating teens aged 12 to 17 about the risks and peer pressures associated with vaping. Building on previous years’ efforts, we reimagined the campaign with a bold, gritty aesthetic—using bathroom stalls and school lockers to reflect the environments where vaping often takes place. We partnered with our media buyer to push new territory for York Region, leveraging TikTok and Snapchat to target teens where they are. I led a custom photo and video shoot to produce original content, which was shared across social media and digital out-of-home ads. The campaign became York Region’s top performer with 7.2 million impressions, and was later adopted by our school boards and other Public Health units across the province.