Escape the Vape Hawaiʻi
Campaign: “Vape Money”
Agency: Rescue
In early 2020, headlines announced a “mysterious” vaping sickness that hospitalized teens across the nation. As scientists weighed in, the dangers of vaping became apparent, and the Hawaiʻi State Department of Health tasked our team with creating a teen-centric anti-vaping brand.
Enter Escape the Vape Hawaiʻi. No teen responds well to being told what to do, so our priority was to set an approachable tone and offer judgment-free information.
I wrote our flagship video, “Vape Money,” to speak openly and honestly to teen viewers. The spot needed to convey the facts without coming across as authoritarian. I framed Escape the Vape Hawai’i as a resource where teens could find the information they need to make smart choices about their health.
:30 Flagship Video
