CLIENT
Truth Initiative
Robin Koval, Chief Executive Officer & President
Eric Asche, Chief Marketing & Strategic Officer
Donna Vallone, Chief Research Officer
Nicole Dorrier, SVP, Marketing & Media Investment
RG Logan, SVP, Strategy
Tia Taffer, VP of Digital Engagement, Marketing
Sarah Freeark, Senior Brand Manager, Marketing
Virginia Coyne, Marketing Specialist
Lisa Bifulco, Head of Integrated Production
Jamie Federbush, Director, Media Operations, Marketing
Rob Mulcahy, Director, Marketing Analytics, Marketing
Tricia Kenney, Chief Communications Officer
Sarah Shank, VP, Communications
Elizabeth Hair, SVP, Truth Initiative Schroeder Institute®
Jessica Rath, Vice President, Truth Initiative Schroeder Institute®
Brenda Dimaya, Research Associate
Logan Nelson, Brand Manager
SUMMARY
Young people start vaping to decrease anxiety, depression, & stress, but they don’t know vaping can amplify those feelings. Enter “Depression Stick,” the first vape brand to tell the truth. We acted like every vape brand: we pitched convenience stores, influencers, and lobbyists to show young people how vape brands sell depression and anxiety. We followed with a wellness ad, “Breath of Stress Air,” to show young people vaping doesn’t actually relieve stress. The result: young people who saw the campaign agreed: Buying vapes is like buying depression and anxiety.
