Shifting Behavior Change Among Summit County's Youth: "Vaping Sucks" Anti-Vaping Campaign
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.
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.
By the Numbers
738 Content Interactions
$3.25 Cost Per Click