CAMPAIGN
DIRTY TRUTH
Dirty Truth, a client of AB&C Creative Agency, is an organization dedicated to helping teens and young adults to quit vaping. I was tasked with coming up with a campaign idea for Dirty Truth that targeted their audience.
Throughout my research, one thing was apparent. This target audience did not care about their health. Teens and young adults who vape typically range in ages 15-23. This covers most of Generation Z. Familiar with their habits as consumers through other endeavors I worked on, I needed to throw all that out the window because this project was about them and their most prized possession: their vape. The target audience don’t care about their health for different reasons than what’s expected. While they have their YOLO tendencies like all young people do, this age group has experienced something never before seen: COVID-19.
The target, having living through COVID, believe that they are invincible. Just think back to that news footage we all saw during the first outbreaks of the pandemic and the college spring breakers down in Florida living life carelessly. They think, having lived through such dangerous times and the most deadly pandemic the world has seen according to the media, if nothing has effected them now, then nothing will.
Another thing to consider about the target, is that they are young and aren’t considering the major life changes that will take place after they are out of college, the party scene, and their early adulthood. In fact, when asked what they will do after college and how they will continue to vape most of the target said, “I can quit whenever I want to, I just don’t want to right now,” or “I’ll figure it out, it won’t be hard.” But they aren’t considering the truth, which is it WILL be hard. Reality will come, and it will come fast. Dirty Truth just needed a way to show them.
The idea: showing the different stages of life with personified vapes, so the target gets an idea of just how close the real world is and how sooner or later they are going to have to make a choice. The campaign showcased the vape doing “adult” things like getting married, starting a family, working a 9-5, graduating. All things that when seen next to the vape juxtaposed the two and made you think that the two don’t really go together.
The colorfulness of the ad also catches the eye of the target because it is a common way vape companies get the attention of their consumers to show them a newly released item.
The vape signifies the target member who vapes to show them that vaping consumes them now and will continue to if they don’t quit soon. I mean who really wants to be walking down the aisle with a vape in their hand?