Shifting Behavior Change Among Summit County's Youth: "Vaping Sucks" Anti-Vaping Campaign  

Before

Colorado leads the nation in youth vaping, and Summit County leads Colorado. In Summit County, 40.6% of high school students reporting vaping in the past 30 days compared to 27.0% across the state. 

 

After

To combat the vaping epidemic in Summit County, we used platforms and messaging that would resonate to the youth in Summit County. Through primary and secondary research, we devised a creative strategy that would be effective resonate with youth: using real stories told from peers in Summit County.

We interviewed several youth members of the community, who respectively shared their experience with vaping. We created digital content including videos, static images, Snapchat ads, and Facebook ads. We titled the collective campaign "Vaping Sucks." The campaign generated over 3 millions impressions, setting the stage for true behavior change across Summit County. The importance of reaching as many youth and adults as possible, and reiterating the message so it sticks, is the first and most important element of behavior change.

Vaping Sucks Logo
Summit County Logo

By the Numbers

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Youtube Views

3 Million

Total Impressions

29,829

Reached on Social Pages

3,321

Website Visits

17,072

YouTube Views

Digital Tactics

Mia

Snapchat

790,756 Impressions

4,471 Swipe-Ups

Zach

Instagram

229,659 Impressions
738 Content Interactions

Ben

Google

1,546,932 Impressions

$3.25 Cost Per Click

Content Sample

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How We Beat Big Tobacco with Memes