CLIENT
FDA - Center for Tobacco Products
Kathy Crosby, Director, Office of Health Communication and Education
Gem Benoza, Director, Division of Public Health & Education
Shaola Abagat, Health Communication Specialist
Alison Kulas , Health Communication Specialist
Nasi Dineva, Health Communication Specialist
AGENCY
Scott Karambis, SVP, Group Strategy Director
Gabriel Schmitt, EVP, Co-Chief Creative Officer
Michael Aimette, EVP, Co-Chief Creative Officer
Gary Resch, EVP, Executive Creative Director
Suzanne Santiago, EVP Managing Director
Dimas Adiwiyoto, SVP, Group Account Director
Emma Armstrong, President
Todd Sussman, Chief Strategy Officer, EVP Strategic Planning
Jared Shell, Account Director
Natalie Costa, Account Supervisor
Greg Hines, Social Strategy Director
Nicholas King, Associate Director Project Management
Seth Kelly, SVP, Content Creative Director
Jeremy Lerner, Senior Producer
Jen Vu, Senior Content Creator
Rachel Power, Production Artist
Alex Abrantes, Creative Director
James Meiser, Associate Creative Director
Margot Meyerhoff, Senior Digital Producer
Janice Katz, Director of Business Affairs
Initiative Media (NY)
SUMMARY
In 2019, the vast majority of teens thought vapes contained nothing more dangerous than water vapor. We needed to persuade at last 5% more teens that vaping was dangerous to their health. Our campaign “Scary Enough” had a dramatic impact on teen perceptions, convincing 17.6% more teens–from a base of 58.3% to 76.9%--that vapes contained toxic metals that could damage their lungs. By January of 2021, the number of teens who believed vapes were harmful had risen to 85%.
