Anti-vaping campaign

Challenge

Vaping has become an epidemic among young people, fueled by sweet flavours and aggressive marketing that downplays the severe risks of nicotine addiction. Conventional health warnings often fail to resonate with teenagers, making it difficult for concerned parents, schools, and sports clubs to cut through the noise and spark an honest conversation about the issue. Our challenge was to create a wake-up call that speaks the language of youth, stripping vaping of its “cool” image and protecting teens before addiction takes hold.

It started with Wouter Snoeijers, an angry rugby dad determined to hang an anti-vaping banner at his children’s rugby club. He got in touch with us via Danielle Cohen from Vapen #jouwkeuze, for whom we had previously created another campaign.

Solution

The initiative from the angry rugby dad quickly gained agency momentum, resulting in ‘Slappe Banaan’. A bold pro bono campaign confronting youth with the lesser-known physical side effects of excessive nicotine consumption.

Borrowing the visual language of the tobacco industry, we brought the message directly to the places where teens spend their time: sports facilities, schools, and social media. By teaming up with Vapen #jouwkeuze, JCDecaux, and a local rugby club (Haagsche Rugby Club, we turned this into a viral movement that captured national and international media attention and put youth vaping firmly in the spotlight.