In Colorado, youth tobacco use rates continue to decline, yet a shocking one-in-four high school students in the state vaped within the last 30 days.
And while smoking prevalence by adults remained largely unchanged in Colorado between 2012 and 2015, the percentage of Colorado adults who had ever vaped more than tripled during this timeframe, from 6.9 percent to 22.8 percent.
The Colorado Department of Public Health and Environment (CDPHE) is doing something about it.
SE2 helped CDPHE develop its first e-cigarette and vaping campaign, which begins today and continues through the summer.
The campaign was informed through 600 statewide surveys of young adult tobacco users and focus groups with youth and young adults. We found that youth and young adults know very little about the health risks or these products and, worse yet, assume these products to be safe.
Our mission became clear: Educate youth and young adult Coloradans about the potential dangers of electronic smoking devices, that they contain dangerous and addictive chemicals and the laws surrounding these products.
We built out a comprehensive messaging platform about the issue and incorporated the messages into a series of campaign ads for both print and digital media. We’re using immersive digital advertising – such as Facebook’s canvas ads – to tell help our audience experience and explore the issue.
It’s the first in several iterations of the campaign that will roll out in the coming months and years.
Take a look at the campaign creative below and visit CDPHE’s TobaccoIsNasty.com and EnoughWithThePuff.com websites for more information on e-cigs and vape.
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