In Canada, the RSEQ (Quebec Student Sport Network) and JAZZ Marketing Communications launch Do not fall into the trap« , a prevention campaign for initiation to vaping among young people aged 11 to 15 ...
"WE ARE LOOKING TO AWAKEN THE CRITICAL SENSE OF YOUNG PEOPLE FACING VAPING! "
Canada seems to be increasingly taking the example of its American neighbor in its consideration of vaping. Recently, the RSEQ (Quebec Student Sport Network) and JAZZ Marketing Communications presented « Do not fall into the trap« , a prevention campaign at initiation to vaping in young people from 11 to 15 years.
The multiplatform offensive, carried out in partnership with the Ministry of Health and Social Services (MSSS), put on the notion of trap to make young people aware of the risks of vaping. In fact, a young person who starts vaping is three times more likely to try the traditional cigarette afterwards. The goal is to prevent young people from starting to smoke.
The creative approach suggests that teens are being fooled and fall into a trap by being softened by the multiple flavors of electronic cigarettes offered.
JAZZ designed two 15-second video performances in French and English, featuring mouth-watering flavors of fruit, where a vape is planted. Gradually, the camera reveals that the fruits and the vapoteuse are placed in the middle of a trap. Grim shadows and disturbing music create an effect of anticipation, the trap being able to close at any time.
« There is a great attraction among young people for flavored vaping products. So we wanted to create a contrast between the colorful and enticing fruits, and the threatening aspect of the trap, with an atmosphere that becomes more and more tense throughout the message " highlighted Lizanne the African, creative director.
The campaign will be rolled out across Quebec in television, movie theaters, on the Web and social media, in posters in high schools and in health and social services institutions up to 31 May 2019.