Did you know that teenagers who have vaped are 48% more likely to develop asthma than those who have never?
The dangers of vaping are very present, but many parents and adolescents are not aware of this subject.
Why and how to talk about it?
Made in was mandated to set up an awareness campaign on vaping targeting parents of Quebec teenagers. The goal: to encourage parents to raise the subject with their children and make it a priority.
Our strategy team recommended a campaign on Instagram and Facebook with a particular focus on video content and sharing experiences. To ensure that the target of Quebec adults is reached, but also to ensure that this public health message is widely disseminated, Made in has encouraged collaborations with opinion leaders followed by parents of adolescents.
Photo Credit : @patricklanglois
To support the strategic brief, the Made in team developed a toolkit on the theme “How to approach the question of vaping with a teenager?” containing many tips.
Recruitment was based on diversity and was carried out by selecting opinion leaders who were local personalities, recognized and respected by Quebec adults. From radio and TV hosts, to authors, to mom bloggers, a total of 7 very different influencers took part in this campaign.
Photo credits : @meres.testeusesMore than 50 pieces of content have been imagined and produced to raise awareness and highlight the elements allowing you to equip yourself. These creations include many videos but also carousels and educational stories (quizzes to encourage engagement and awareness).
With total impressions and views at 5.7M, this campaign delivered great results. Influencers and media targeting audiences were particularly receptive to the messages.
The content created generated a large number of positive messages, shared testimonials, and encouraged discussions. The campaign was seen as an excellent initiative, hailed by Internet users.
